Event Specific Parameters

What are the additional parameters that are event specific and why do they matter?

What Additional Parameters Does Meta Use to Match Different Events?

Beyond the required and recommended user data parameters, Meta supports event-specific parameters. These extra fields provide important details that help optimize campaigns, improve reporting accuracy, and give deeper insights into customer actions.

Each standard event type has its own set of parameters that are especially useful. Including them wherever possible will maximize the effectiveness of your Meta tracking.

Below is a list of common events and the additional parameters that should be tracked and sent alongside each event. You can collect these parameters using PixelFlow by adding the associated "custom classes" to any element on your website as outlined in this guide.

Purchase Event

When tracking purchases, you should include:

• currency: The currency of the transaction (for example, USD, EUR).

• value: The total value of the order.

• order_id: A unique identifier for the transaction.

• contents: An array of products purchased, with details such as product ID, quantity, and price.

Lead Event

When capturing leads, you can add:

• lead_type: The type of lead (for example, newsletter_signup, demo_request).

• value: Optional, but useful if you assign a monetary value to each lead.

CompleteRegistration Event

When someone completes a registration, include:

• status: For example, completed.

• currency and value: Optional, but recommended if the registration has a financial value.

AddToCart / InitiateCheckout Events

For commerce-related events, always include:

• contents: Array of products added or checked out.

• currency: The transaction currency.

• value: The total value of the items added or checked out.