What are server event parameters?

What are server event parameters?

Following are the server events paramters

1. event_name:

A standard event or custom event name. This field is used to deduplicate events sent by both web (via Meta Pixel) and the Conversions API. The event_id parameter is also used in deduplication.
For the same customer action, event from the browser or app event matches event_name from the server event. If we find a match between events sent within 48 hours of each other, we only consider the first one. If a server and browser/app event arrive at approximately the same time (that is, within 5 minutes of each other), we favor the browser/app event. Learn more about Deduplicate Pixel and Server Events.

2. event_time

A Unix timestamp in seconds indicating when the actual event occurred. The specified time may be earlier than the time you send the event to Facebook. This is to enable batch processing and server performance optimization. You must send this date in GMT time zone.
The event_time can be up to 7 days before you send an event to Facebook. If any event_time in data is greater than 7 days in the past, we return an error for the entire request and process no events.

3. user_data

A map that contains customer information data.

4. event_source_url
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The browser URL where the event happened. The URL must begin with http:// or https:// and should match the verified domain.

Note: The event_source_url is required for website events shared using the Conversions API.

5. event_id

This ID can be any unique string chosen by the advertiser. The event_id and event_name parameters are used to deduplicate events sent by both web (via the Meta Pixel) or app (via SDK or App Events API) and the Conversions API. Note that while event_id is marked optional, it is recommended for event deduplication.

For deduplication, the eventID from a browser or app event must match the event_id in the corresponding server event. Learn more about Handling Duplicate Pixel and Conversions API Events.

An order number or transaction ID are two potential identifiers that can be used for event_id. For example, if a customer makes two purchases on your website with order numbers 123 and 456, each Conversions API call would need to include its respective order number for event_id. This allows us to properly distinguish these two purchase events as distinct orders. The two corresponding browser Pixel purchase events would need to also send the same order numbers in the eventID parameter for us to understand that there were only two events that took place, not four unique purchases.

For other events without an intrinsic ID number, a random number (so long as the same random number is sent between browser and server events) can be used.

6. action_source

This field allows you to specify where your conversions occurred. Knowing where your events took place helps ensure your ads go to the right people. By using the Conversions API, you agree that the action_source parameter is accurate to the best of your knowledge.

The values you can send in the action_source field are as follows:
email — Conversion happened over email.
website — Conversion was made on your website.
app — Conversion was made on your mobile app.
phone_call — Conversion was made over the phone.
chat — Conversion was made via a messaging app, SMS, or online messaging feature.
physical_store — Conversion was made in person at your physical store.
system_generated — Conversion happened automatically, for example, a subscription renewal that’s set to auto-pay each month.
other — Conversion happened in a way that is not listed.

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