Which Meta Pixel events should B2B advertisers send?
Meta suggests B2B advertisers follow their sales funnel with events: the standard Lead event, custom events such as qualifiedlead, proposalsent and proposalaccepted, then the standard Purchase or Subscribe event. Meta calls these suggestions to adapt to your business size, funnel, sales model and sales cycle, and pairs them with optional parameters such as lead_score.
Meta’s help page for B2B advertisers lists events and parameters you can set up at different stages of your advertising journey, from a new lead to a qualified lead, a proposal, a sale and the time after it. Meta frames the list as suggestions, so treat the names below as a starting point and keep only the steps your sales process really has.
What does Meta suggest B2B advertisers send?
Meta says the events and parameters on its page cover many B2B scenarios, including different business sizes, advertising funnels, sales models and sales cycles. You choose the standard events, custom events or parameters that suit your business. Meta’s industry specifications page for pixel and app SDK setup files it under business-to-business (B2B), alongside resources for catalog, physical store, automotive, travel and real estate ads.
Meta says Purchase and Subscribe are commonly used standard events, included for reference. Lead is the other standard event on the page, and every other event listed is a custom event. Meta says you can also use other standard events, such as AddPaymentInfo, with the general B2B parameters and the event-specific parameters below. For the standard list, see Meta’s standard events.
Which parameters can you add to every event?
Meta describes these as optional custom parameters for common B2B needs:
| Parameter | What it holds | When Meta says to send it |
|---|---|---|
is_b2b |
true |
All events |
business_id |
ID of the business portfolio | All events, if a portfolio ID is available |
subscription_id |
ID of the subscription | Events in the trial stage or later, if available |
lead_score |
A number between 0 and 1 for the lead’s relevance | Pre-decision events, if a score exists and when it changes |
fb_lead_id |
ID of a contact that came through a Meta lead; it should match the Meta lead ID | All events, if a Meta lead ID is available |
contact_id |
Your own ID for a contact | All events, if available |
lead_event_source |
The system generating the event, such as a CRM or a lead-scoring partner | All events, when a lead source is available |
Meta lists three more for all events: lifecycle_stage_name for the stage in your own or your CRM’s taxonomy (for example marketing qualified lead or negotiation), plus fb_lifecycle_stage_name and fb_lifecycle_sub_stage_name for the stage and sub-stage names shown in the table on Meta’s page.
Which events cover lead generation and qualification?
| Funnel step | Event | Parameters on Meta’s page |
|---|---|---|
| Lead generation | Lead (standard) |
lead_source_type, lead_source, company_size, existing_products, title, company_name, is_decision_maker |
| Qualification | qualifiedlead (custom), whenever the prospect’s qualification level changes |
qualifying_group, need_confirmed, budget_confirmed, budget_currency, decision_maker_identified, decision_maker_met |
| Disqualification | disqualifiedlead (custom) |
disqualifying_group, disqualifying_reason |
| Trial | trialstarted or trialextended (custom) |
value, currency, predicted_ltv, expiration_date |
| Sales engagement | engaged (custom), such as a check-in call, demo or webinar |
engagement_type, engagement_medium |
Meta’s examples of qualification changes are initial qualification, lead scoring, and marketing, inside sales or outside sales qualification. If your leads come from forms on Meta, see what lead ads are.
Which events cover proposals and the sale?
| Funnel step | Event | Parameters on Meta’s page |
|---|---|---|
| Proposal requested | proposalrequested (custom) |
competitor_count, features_requested, approximate_budget, budget_currency, reason |
| Proposal sent | proposalsent (custom) |
features_included, value, acceptance_likelihood (0 to 1) |
| Proposal accepted | proposalaccepted (custom) |
value, approvals_required, approvals_received |
| Converted | Purchase (standard) |
value, currency, features |
| Converted | Subscribe (standard) |
value, currency, features, predicted_ltv |
Meta says features should use the same list as features_requested at the proposal stage.
Which events cover the time after the sale?
implementationstartedcarriesscheduled_completion_date, andimplementationfinishedhas no parameters listed.useradoptedfires when a client adopts the product for the first time, anduserengagedwhen a client engages with it. Both carryuser_id.lostmarks a lost opportunity and carrieslost_reason, such as price or a missing required feature.
FAQ
Do I have to send every one of these events?
No. Meta describes the list as suggestions and tells you to choose the events and parameters that are right for your business. Start with the steps your CRM already records, and check what arrives in Events Manager.
What does lead_score hold?
Meta says it is a number between 0 and 1 that shows how relevant the lead is. Send it on events in the pre-decision stages, if a lead score is available, and again when the score changes. It is optional.
Where do I set these events up?
Meta’s page links to guides for setting up standard events, custom events and parameters with code, and for the event setup tool, which sets up standard events and parameters without code. It also links to a guide to navigating Events Manager. For the basics, see what the Meta Pixel is.
Sources
- Recommended Meta Pixel events and parameters for business-to-business advertisers (Meta, checked 2 Oct 2026)
- Industry specifications for Meta Pixel and App SDK setup for ads (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.