The customer information parameters are a set of user identifiers you share alongside your event information. For more information about required and recommended parameters, see Best Practices - Conversions API: Send Required and Recommended Parameters .
In the Graph API v13.0 release there were new requirements around the combinations of customer information parameters that are considered valid. Please review the best practices to ensure your Conversions API integrations are not interrupted.
Please visit the Meta Privacy and Data Use Guide to learn what data is sent when using the Conversions API.
Our systems are designed to not accept customer information that is unhashed Contact Information, unless noted below. Contact Information is information that personally identifies individuals, such as names, email addresses, and phone numbers, that we use for matching purposes only. If you are using the Meta Business SDK , the hashing is done automatically.
You can send many of the customer information parameters through the Meta Pixel, though some (for example, client_user_agent
) are sent automatically as part of how the internet works. For example, to send external_id
through the Pixel, use the following code:
fbq('init', 'PIXEL_ID', {'external_id': 12345});
Read about the other parameters you can pass with Pixel in the Advanced Matching documentation .
Vice versa, make sure to apply the same set of customer information parameters your system is currently sharing to the browser side to the server side.
user_data
ParametersYou must provide at least one of the following user_data
parameters with the correct formatting in your request.
for examples of properly normalized and hashed data for the parameters below.
Hashing required.Trim any leading and trailing spaces. Convert all characters to lowercase.
Example:
Input:
John_Smith@gmail.com
Normalized format:
john_smith@gmail.com
Expected SHA256 output:
62a14e44f765419d10fea99367361a727c12365e2520f32218d505ed9aa0f62f
Hashing required.Remove symbols, letters, and any leading zeros. Phone numbers must include a country code to be used for matching (e.g., the number 1 must precede a phone number in the United States). Always include the country code as part of your customers' phone numbers, even if all of your data is from the same country.
Example:
Input:
US phone number (650)555-1212
Normalized format:
16505551212
Expected SHA256 output:
e323ec626319ca94ee8bff2e4c87cf613be6ea19919ed1364124e16807ab3176
Hashing required.Using Roman alphabet a-z characters is recommended. Lowercase only with no punctuation. If using special characters, the text must be encoded in UTF-8 format.
Example:
Input:
Mary
Normalizaed format:
mary
Expected SHA256 output:
6915771be1c5aa0c886870b6951b03d7eafc121fea0e80a5ea83beb7c449f4ec
Input:
정
Normalized format:
UTF-8 character "정"
Expected SHA256 output:
8fa8cd9c440be61d0151429310034083132b35975c4bea67fdd74158eb51db14
Input:
Valéry
Normalized format:
valéry
Expected SHA256 output:
08e1996b5dd49e62a4b4c010d44e4345592a863bb9f8e3976219bac29417149c
Hashing required.Using Roman alphabet a-z characters is recommended. Lowercase only with no punctuation. If using special characters, the text must be encoded in UTF-8 format.
See First Name ( fn
) for examples.
Hashing required.We accept the YYYYMMDD format accommodating a range of month, day and year combinations, with or without punctuation.
Example:
Input:
2/16/1997
Normalized format:
19970216
Expected SHA256 output:
01acdbf6ec7b4f478a225f1a246e5d6767eeab1a7ffa17f025265b5b94f40f0c
Hashing required.We accept gender in the form of an initial in lowercase.
Example:
Hashing required.Using Roman alphabet a-z characters is recommended. Lowercase only with no punctuation, no special characters, and no spaces. If using special characters, the text must be encoded in UTF-8 format.
Example:
parislondon
newyork
Hashing required.
Use the 2-character ANSI abbreviation code
in lowercase. Normalize states outside the U.S. in lowercase with no punctuation, no special characters, and no spaces.
Example:
az
ca
Hashing required.Use lowercase with no spaces and no dash. Use only the first 5 digits for U.S. zip codes. Use the area, district, and sector format for the UK.
Example:
U.S zip code: 94035
Australia zip code: 1987
France zip code: 75018
UK zip code: m11ae
Hashing required.
Use the lowercase, 2-letter country codes in ISO 3166-1 alpha-2
.
Important Note:Always include your customers' countries’ even if all of your country codes are from the same country. We match on a global scale, and this simple step helps us match as many Accounts Center accounts as possible from your list.
Example:
Input:
United States
Normalized format:
us
Expected SHA256 output:
79adb2a2fce5c6ba215fe5f27f532d4e7edbac4b6a5e09e1ef3a08084a904621
Hashing recommended.
Any unique ID from the advertiser, such as loyalty membership IDs, user IDs, and external cookie IDs. You can send one or more external IDs for a given event.If an External ID is being sent via other channels, it should be in the same format as when sent via the Conversions API
.
Do not hash.
The IP address of the browser corresponding to the event must be a valid IPV4 or IPV6 address. IPV6 is preferable over IPV4 for IPV6-enabled users. The client_ip_address
user data parameter must never be hashed.
No spaces should be included. Always provide the real IP address to ensure accurate event reporting.
Note:This information is automatically added to events sent through the browser, but it must be manually configured for events sent through the server.
Example:
IPV4:
168.212.226.204
IPV6:
2001:0db8:85a3:0000:0000:8a2e:0370:7334
Do not hash.
The user agent for the browser corresponding to the event. The client_user_agent
is required for website events shared using the Conversions API
.
Sending both the client_ip_address
and client_user_agent
parameters for all of the events you’re sending through the Conversions API may help improve event matching and could also help improve ad delivery for any ad campaigns optimizing on the events you send through the Conversions API.
Note:This information is automatically added to events sent through the browser, but must be manually configured for events sent through the server.
Example:
Mozilla/5.0 (Windows NT 10.0; Win64; x64)
AppleWebKit/537.36 (KHTML, like Gecko)
Chrome/87.0.4280.141
Safari/537.36
Do not hash.
The Facebook click ID value is stored in the _fbc
browser cookie under your domain. See Managing fbc
and fbp
Parameters
for how to get this value or generate this value from a fbclid
query parameter.
The format is fb.${subdomain_index}.${creation_time}.${fbclid}
.
Example:fb.1.1554763741205.AbCdEfGhIjKlMnOpQrStUvWxYz1234567890
Do not hash.
The Facebook browser ID value is stored in the _fbp
browser cookie under your domain. See Managing fbc
and fbp
Parameters
for how to get this value.
The format is fb.${subdomain_index}.${creation_time}.${random_number}
.
Example:fb.1.1596403881668.1116446470
Do not hash.The subscription ID for the user in this transaction; it is similar to the order ID for an individual product.
Do not hash.The ID issued by Meta when a person first logs into an instance of an app. This is also known as App-Scoped ID.
Do not hash.
The ID associated with a lead generated by Meta's Lead Ads
.
anon_id
Do not hash.Your install ID. This field represents unique application installation instances.
Note:This parameter is for app events only
madid
Do not hash.Your mobile advertiser ID, the advertising ID from an Android device or the Advertising Identifier (IDFA) from an Apple device.
Note:This parameter is for app events only
page_id
Do not hash.Your Page ID. Specifies the page ID associated with the event. Use the Facebook page ID of the page associated with the bot.
page_scoped_user_id
Do not hash.Specifies the page-scoped user ID associated with the messenger bot that logs the event. Use the page-scoped user ID provided to your webhook.
ctwa_clid
Do not hash.Click ID generated by Meta for ads that click to WhatsApp.
ig_account_id
Do not hash.
Instagram Account ID
that is associated with the business.