Advanced matching parameters / User data keys

[Roman_Armenov]

Hi!

I have Data tags—Data Client setup with CAPI tags on server container as well as META tags on web container.

Essentially I am trying to send data to FB when user
(1) subscribes to newsletter (Lead event)
(2) he views the course page (View content event)
(3) registers on course (Complete registration event).

When testing in Test events section however I am not sure if the setup is correct. What I mean is I do not exactly understand what data Facebook receives when there is deduplication involved.

*FYI: before testing I deleted all cookies

1) I initiated Lead event (subscripted to newsletter)

As you can see on the screenshots in case of Lead event the Server event is deduplicated. Under details there is something called User data keys which include Email, Browser id, IP address, User agent

That same event is processed from the browser and it has Advanced matching parameters: Email, First name, IP address, Last name, User agent.

Why in server event there is Browser id for example, but in browser event there is not? Does it mean, that Facebook did not receive that data? Does it mean that there is something wrong with setup?

2) After the Lead event I initiated PageView event

If you look at PageView event, now I see the Email user key in server event. I suppose it is connected to the previous Lead event where I, as a user, provided an e-mail? And again there is Browser id data that is not on the browser side.

3) I initiated View content event (viewed course page)

The same situation applies here with extra Browser id key. Here I am also trying to send addition parameters to differentiate courses. I an not however entirely sure if it helps facebook in anyway.

Now the most confusing part for me.

4) I filled out the registration form and initiated Complete registration event

In registration form I filled firstname, lastname, email and ! phone number
On the screenshot you can see that server event was deduplicated and among user data keys there is previously mentioned Browser id as well as newly appeared Phone data key. But there is no such parameter on browser side. Does it mean, that facebook did not receive the user phone number as the server event was dropped? So there is something wrong with the setup?

[Roman_Kaliniichuk]

Hi Roman,
What you see in Events Manager is just a limitation of the interface, especially in the Test Events section. It doesn’t display all the parameters you’re sending, and if deduplication occurs, it doesn’t mean the server event has been discarded.

Essentially, during deduplication, Meta combines the browser and server events into a single event. It uses the best available parameters from both sources—that’s exactly how deduplication is designed to work.

So, it’s completely normal that you don’t see all of these parameters in the Test Events interface. The most important thing is to make sure you’re sending them in the correct format.

You can verify which parameters Meta has processed by checking the Event Match Quality section for each event.