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Meta Ads Event Delivery Reference

Example Meta Ads event delivery requests and RevenueCat source mapping

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Use this page as a reference for the event delivery request RevenueCat sends to Meta Ads. It maps RevenueCat sources to Meta request elements. For setup steps, see Meta Ads.

Meta's event APIs support many matching and event fields, but Meta's API docs don't describe which values RevenueCat can populate. Use this reference when you need to understand which RevenueCat event fields, customer attributes, and dashboard settings RevenueCat includes in Meta requests. Successful delivery means Meta accepted the request; Meta still decides whether the event can be matched, attributed, made eligible for App Promotion, or used for optimization.

Meta API pathDelivery behaviorRequired identifiers
Conversions APISends server-side events to a Meta dataset for app, web, or workflow events.Native app events require $fbAnonId or a platform advertising ID. iOS events also require ATT authorization or the dashboard setting that allows delivery without it. Web events use web matching attributes when available.
App Events APISends app events through Meta's older app activities endpoint.App events require $fbAnonId or a platform advertising ID. iOS events also require ATT authorization.

Example event delivery requests​

Conversions API example​

RevenueCat sends Conversions API (CAPI) events to the configured production or sandbox Meta dataset using the configured access token.

{
  "headers": {
    "X-Forwarded-For": "<ip_address>"
  },
  "body": {
    "partner_agent": "revenuecat",
    "access_token": "<conversions_api_token>",
    "data": [
      {
        "event_name": "<meta_event_name>",
        "event_time": <event_timestamp_seconds>,
        "action_source": "<action_source>",
        "event_id": "<revenuecat_generated_order_id>",
        "user_data": {
          "madid": "<idfa_or_google_advertising_id>",
          "anon_id": "<facebook_anonymous_id>",
          "external_id": "<hashed_app_user_id>",
          "em": "<hashed_email>",
          "ph": "<hashed_phone>",
          "client_ip_address": "<ip_address>",
          "client_user_agent": "<user_agent>",
          "fbp": "<browser_id>",
          "fbc": "<click_id>"
        },
        "custom_data": {
          "currency": "USD",
          "value": <usd_revenue>,
          "order_id": "<revenuecat_generated_order_id>",
          "content_type": "product",
          "content_ids": ["<product_id>"],
          "contents": [
            {
              "id": "<product_id>",
              "quantity": 1
            }
          ]
        },
        "app_data": {
          "advertiser_tracking_enabled": <advertiser_tracking_enabled>,
          "application_tracking_enabled": <application_tracking_enabled>,
          "vendor_id": "<idfv>",
          "extinfo": [
            "i2",
            "<bundle_id>",
            "",
            "<app_version>",
            "<os_version>",
            "",
            "<locale>",
            "",
            "",
            0,
            0,
            "",
            0,
            0,
            0,
            ""
          ]
        }
      }
    ]
  }
}

App Events API example​

The App Events API is Meta's older app-event delivery path. It uses the configured Meta App ID and Client Token, and sends a CUSTOM_APP_EVENTS payload to the app activities endpoint.

{
  "headers": {
    "X-Forwarded-For": "<ip_address>"
  },
  "body": {
    "event": "CUSTOM_APP_EVENTS",
    "advertiser_tracking_enabled": "1",
    "application_tracking_enabled": "1",
    "app_user_id": "<app_user_id>",
    "client_token": "<client_token>",
    "advertiser_id": "<idfa_or_google_advertising_id>",
    "custom_events": [
      {
        "_eventName": "<meta_event_name>",
        "fb_content": [
          {
            "id": "<product_id>",
            "quantity": 1
          }
        ],
        "_valueToSum": <usd_revenue>,
        "fb_content_type": "product",
        "fb_currency": "USD",
        "fb_order_id": "<revenuecat_generated_order_id>",
        "_logTime": <event_timestamp_seconds>
      }
    ],
    "ud": {
      "em": "<hashed_email>",
      "ph": "<hashed_phone>"
    },
    "extinfo": [
      "i2",
      "<bundle_id>",
      "",
      "<app_version>",
      "<os_version>",
      "",
      "<locale>",
      "",
      "",
      0,
      0,
      "",
      0,
      0,
      0,
      ""
    ]
  }
}

RevenueCat source to Meta request mapping​

Conversions API mapping​

Meta CAPI request elementRevenueCat source and behavior
Endpoint and credentialsSends POST requests using the configured production or sandbox Dataset ID in the endpoint, and sends the matching Conversions API token as access_token in the JSON body.
action_sourceSends app for native app purchase and install events, and website for web purchase or Funnels events.
event_source_urlSent when RevenueCat has a page URL from web purchase or workflow context, or the $pageUrl customer attribute.
event_idUses a RevenueCat-generated order ID for purchase events and an install event ID for install-style events. For purchase events, the same generated order ID is also sent as custom_data.order_id.
custom_dataSends USD revenue as value, USD as currency, order_id, product content fields, and workflow fields for Funnels events where applicable.
user_data.madidSends the valid IDFA, Google Advertising ID, or Amazon Advertising ID when available for the event platform.
user_data.anon_idSends $fbAnonId for native app events. RevenueCat doesn't send anon_id for web-originated purchases.
user_data.external_idSends a hashed RevenueCat app user ID.
user_data.em and user_data.phSends hashed email and phone values when those customer attributes are set.
user_data.client_ip_addressSends the $ip customer attribute when available.
user_data.client_user_agentSends web or workflow user agent data, or the $userAgent customer attribute when available.
user_data.fbp and user_data.fbcSends web click/browser identifiers from event data, or the $fbp and $fbc customer attributes when available.
app_dataSends tracking flags, IDFV as vendor_id when available, and Meta extinfo app/device context from RevenueCat's last-seen app data where available. Unavailable extinfo values are left blank or zeroed.
Request headersSends X-Forwarded-For when RevenueCat has an IP address.

App Events API mapping​

Meta App Events API request elementRevenueCat source and behavior
Endpoint and credentialsSends POST requests using the configured production or sandbox Meta App ID in the endpoint, and sends the matching Client Token as client_token in the JSON body.
eventSends CUSTOM_APP_EVENTS.
advertiser_tracking_enabled, application_tracking_enabledSends static "1" values for App Events API events.
app_user_idSends the RevenueCat app user ID.
advertiser_id or anon_idSends a valid IDFA, Google Advertising ID, or Amazon Advertising ID when available. If RevenueCat doesn't have a mobile advertising ID, it sends $fbAnonId as anon_id.
custom_eventsSends the configured Meta event name, product content fields, USD revenue, USD currency, generated order ID, and log time.
ud.em and ud.phSends hashed email and phone values when those customer attributes are set.
extinfoSends Meta app/device context from RevenueCat's last-seen app data where available; unavailable values are left blank or zeroed.
Request headersSends X-Forwarded-For when RevenueCat has an IP address.

Web-originated purchases​

For Web Billing or other web-originated purchases, mobile advertising identifiers are not expected. Add web matching attributes such as $email, $phoneNumber, $ip, $fbp, $fbc, $userAgent, and $pageUrl when available and privacy-compliant to improve matching quality.

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