Required Meta Events Parameters

Which parameters must be sent to Meta events manager and why?

What are the Required Parameters for Meta Events?

When sending events to Meta through PixelFlow, there are a few parameters that must always be included. These required parameters ensure that your events are delivered correctly, attributed properly, and accepted by Meta’s Conversion API. Missing any of these fields can lead to rejected events or incomplete reporting.

PixelFlow handles all of this automatically for you so you never need to worry about issues with missing parameters in your Facebook ads manager. However, here is a list of the parameters that Meta needs to ensure events can be received and correctly attributed.

1. event_name

• Defines the type of event you are sending.

• Examples: Purchase, Lead, AddToCart, PageView.

• Meta uses the event name to understand what action took place and to group it with other similar events for reporting and optimization.

2. event_time

• The exact time the event occurred, represented as a Unix timestamp in seconds.

• This ensures that events are logged in the correct order and aligned with ad interactions.

• Without event_time, Meta cannot accurately attribute the event to an ad impression or click.

3. event_source_url

• The URL where the event took place.

• This gives context about the source of the action and allows you to see which pages are driving conversions.

• It also helps with reporting inside Meta Events Manager.

4. action_source

• Describes where the event originated.

• Common values include:

  • website (events from your website)

  • app (events from your mobile app)

  • phone_call (events from a call center or phone order)

  • chat (events from messaging platforms)

• This parameter helps Meta understand the environment in which the action occurred.

Why Are Event Time, Source and Name Meta Parameters Critical?

Each of these required parameters plays a role in making sure your events are delivered, tracked, and used for optimization:

• Accuracy: event_time ensures conversions are matched to the right ads.

• Context: event_source_url and action_source show Meta where and how the event happened.

• Classification: event_name tells Meta what type of action to record.

Together, these parameters form the foundation of every event you send to Meta. Providing them consistently guarantees that your data flows correctly through PixelFlow and into Meta Events Manager.