How do I send purchase values to Meta from my store?
Add value and currency parameters to your Purchase event, with the value pulled dynamically from each order. The value must be a decimal number of zero or more, using a period, with no symbols or commas. Currency is a three-letter code such as USD. Meta says setting them helps you measure return on ad spend and optimize for value.
A Purchase event that only says “someone bought” tells Meta how many orders your ads drove, not what they were worth. Meta says setting a value and currency helps you measure your return on ad spend and optimize for value. If your store sells products at different prices, the value has to change with each order, which Meta calls a dynamic value.
What do the value and currency rules say?
| Parameter | Rule from Meta |
|---|---|
| value | A decimal number greater than or equal to zero; no letters, special characters, currency symbols or commas |
| Decimal point | Always a period, such as 9.99, whatever your location or currency |
| currency | A 3-letter currency code, such as USD or EUR |
| Default in event code | $0.00 USD until you edit it |
For the Conversions API, Meta’s developer documentation says value is required for purchase events and for any event that uses value optimization, and must be a monetary amount. Currency is required for purchase events and must be a valid ISO 4217 code.
How do you add a fixed value to a pixel event?
- Open the page code where your Meta Pixel and Purchase event sit.
- Find the standard event snippet.
- If it reads
fbq('track', 'Purchase');with no value, add the value and currency object. - Replace 0.00 with your value and enter your currency code.
The finished event looks like this:
fbq('track', 'Purchase', { value: 9.99, currency: 'EUR' });
How do you make the value dynamic?
Meta recommends asking your website developer to pass each order’s real value instead of a fixed number. In the code, the fixed value is swapped for your platform’s order-total variable:
fbq('track', 'Purchase', { value: final_price_without_currency, currency: 'USD' });
Meta lists common variables for popular platforms:
| Platform | Example variable Meta gives |
|---|---|
| Shopify | {{ total_price | money_without_currency }} |
| Magento | <?php echo $amount; ?> |
| WooCommerce | <?php echo $order->get_order_total(); ?> |
Meta’s list also includes examples for Squarespace and BigCommerce. Variables vary from site to site, so confirm the right one with your developer.
What do you need before optimizing for value?
To use Maximize value of conversions, Meta asks for an active integration, such as the Conversions API, Meta Pixel, Facebook SDK or a mobile measurement partner, and a conversion event that sends a value and currency. For website events it recommends at least 100 conversion events with at least 5 distinct values over the past 14 days.
FAQ
Can I write the price as 9,99 for euros?
No. Meta says values must use a decimal point, such as 9.99, regardless of location or currency. Commas, currency symbols and letters aren’t allowed in the value field. Put the currency in the separate currency parameter as a three-letter code.
Why can’t I pick Maximize value of conversions yet?
Meta says it can take a few weeks after meeting the requirements before the goal becomes available. Some events may not count toward eligibility because of partial or missing data, even when Ads Manager seems to show enough conversions.
Do I need value on events other than Purchase?
Meta’s developer documentation says value is required for purchase events and for any event used with value optimization. If you optimize another event for value, send a value and currency with that event too.
Sources
- Set the value and currency of your Meta Pixel standard events (Meta, checked 2 Oct 2026)
- Resources to set up dynamic value and currency of your Meta Pixel events (Meta, checked 2 Oct 2026)
- Conversions API custom data parameters (Meta for Developers) (Meta, checked 2 Oct 2026)
- Requirements to use maximize value of conversions (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.