Meta (Facebook) Parameters
Default Parameters
DATA Reshape sends events to Meta via the Conversions API using the standard parameter schema. All supported parameters are sent in the most detailed format possible, including user data (hashed), event data, and product/content information.
For the full list of default parameters:
- Conversions API parameters
- Standard events reference
- Server event parameters
- Customer information parameters
Custom Parameters
In addition to default parameters, DATA Reshape sends custom parameters in the custom_data object. These can be used for custom audiences, custom conversions, and reporting in Events Manager.
| Parameter | Description |
|---|---|
content_variants | Product variant identifiers |
content_brand | Product brands |
content_category | Product categories |
customer_lifetime_value | Total revenue from this customer |
customer_lifetime_orders | Total number of orders for this customer |
last_ad_source | Last advertising platform that drove the user |
These parameters are sent by default for all clients. Depending on your business requirements, additional custom parameters can be configured for your specific implementation. Some parameters may be absent if the data source does not provide the underlying data.
Using Custom Parameters in Meta
Custom parameters appear in Events Manager → [your Pixel] → Test Events and can be used to:
- Create Custom Audiences — segment users based on custom parameter values (e.g.
content_brand = "Nike") - Create Custom Conversions — define conversions based on specific parameter combinations
- Optimize Ad Delivery — use
customer_lifetime_valuefor value-based lookalike audiences