Each event has its own dataset destinations, and each destination has its own event name and retailer conditions.
Choose an event name
The event name is sent to Meta exactly as you enter it, up to 50 characters.
An account-linked event cannot be named
Purchase: it has no value, and would feed your purchase reporting and optimization.
Retailer conditions
Conditions choose which supported retailers and marketplaces reach a dataset. Each condition is Retailer is or Retailer is not a retailer, and a destination matches all or any of its conditions.
Conditions are checked against the retailer of the linked account, for both purchases and account links.
Purchase events
A purchase event represents an eligible retail purchase containing your brand’s products.When purchases are sent
Only eligible purchases for your selected retailers are sent. Purchases more than seven days old are skipped, so linking an account does not send its entire purchase history.
Purchase delivery also requires your brand to have access to the purchase, an active account and connection, items matching your brands, eligible identity information, no matching opt-out, and valid Meta authorization.
The event retains the original purchase timestamp. Collection time does not give an older purchase a new event date. This seven-day sending window is separate from Meta’s attribution window, which determines which ad interactions can receive credit for a conversion.
Purchase value
Example: a $60 retailer basket contains two of your products at $8 each. Subtotal sends $16, not $60. Value reflects the available prices and quantities of your brand’s items—not a fixed average order value or the total basket. Purchase values are sent in USD. Value is calculated from each matching item’s price multiplied by its quantity. A matching item can contribute to value even when a resolvable UPC is unavailable for product contents.Purchase details
Available parameters include
retailer, retail_purchase_channel, and content_ids, which you can use to filter results in Meta. Product details depend on the data available from the retailer.
retail_purchase_channel describes the known purchase channel. Online does not imply home delivery: Subtotal does not infer shipping versus pickup.
Avoid duplicate purchase counts
Avoid sending the same purchase through multiple providers. Selecting a different event name does not prevent duplicate sales from appearing in combined reports. Changing the name affects future events, not previously delivered purchases.Account-linked events
SubtotalAccountLinked represents a retail connection’s first successful account link, not each reauthorization. It is not a purchase and has no monetary value. It is also not a unique-person count: a consumer may have multiple retailer connections. Account-linked events use the first-activation timestamp and must fall within the integration’s seven-day sending window. They also require an eligible connection, identity information, no matching opt-out, valid authorization, and a configured destination accepting the retailer.Browser context
Account-linked events include these fields when available:
Browser information describes the Link experience, not retailer checkout, and is not attached to purchase events.
Shared across both events
Both event types include the event name, time, reference ID, action source, and retailer. Subtotal sends both events with Meta’s Other action source. For purchases, the channel is sent separately inretail_purchase_channel.
For consumer matching, both include hashed email and available phone, name, and postal code.
A usable connection email is required for delivery eligibility, and the event must contain an email that passes matching-identifier validation. Available profile information can provide additional match keys. Browser-context fields described above are not hashed matching identifiers; do not assume every field sent to Meta is hashed.
Review your ad-sharing requirements before enabling either event. See consumer choices and opt-outs.