Sample Facebook Standard Events for New Facebook WCA (Website Custom Audience) Pixel

facebook-wca-standard-events.html

<!-- Facebook Custom Audience Pixel Code - Placed on Every Page of Site -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','//connect.facebook.net/en_US/fbevents.js');
fbq('init', '{{facebook pixel}}');
fbq('track', 'PageView');
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=PageView&noscript=1" />
</noscript>
<!-- End Facebook Custom Audience Pixel Code -->

<!-- Facebook Paramater Guide
	// Recommended For Every Event - This is used to calculate ROAS (Return On Ad Spend) and does not have to be an actual transaction value.
	value: value of a user performing this event to the business //	cd[value]=
	currency: currency for the value specified // cd[currency]=
	
	// Required for Dynamic Product Ads
	content_ids: Product ids associated with the event. e.g. SKUs of products for AddToCart event: ['ABC123', 'XYZ789'] // cd[content_ids]=
	content_type: Either 'product' or 'product_group' based on the content_ids being passed. If the ids being passed in content_ids parameter are ids of products then the value should be 'product'. If product group ids are being passed, then the value should be 'product_group'. // cd[content_type]=
	
	// Everything Else
	content_name: Name of the page/product // cd[content_name]=
	content_category: Category of the page/product // cd[content_category]=
	content_ids: Product ids associated with the event. e.g. SKUs of products for AddToCart event: ['ABC123', 'XYZ789'] // cd[content_ids]=
	content_type: Either 'product' or 'product_group' based on the content_ids being passed. If the ids being passed in content_ids parameter are ids of products then the value should be 'product'. If product group ids are being passed, then the value should be 'product_group'. // cd[content_type]=
	num_items: Used with InitiateCheckout event. The number of items that checkout was initiated for. // cd[num_items]=
	search_string: Used with the Search event. The string entered by the user for the search // cd[search_string]=
	status: Used with the CompleteRegistration event, to show the status of the registration. // cd[status]=
	
-->

<!-- Facebook Conversion Event: View Content -->
<script>
	fbq('track', 'ViewContent', { 
        	value: 0.10,
        	currency: 'USD',
        	content_name: 'Content Name',
        	content_type: 'product', // Required for Dynamic Product Ads
        	content_ids: 'woo-123' // Required for Dynamic Product Ads
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=ViewContent&cd[value]=0.10&cd[currency]=USD&cd[content_name]=Content%20Name&cd[content_type]=product&cd[content_ids]=woo-123&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: View Content -->

<!-- Facebook Conversion Event: Search -->
<script>
var searchString = document.getElementsByClassName('search-field')[0].value;
	fbq('track', 'Search', { 
		value: 0.10,
		currency: 'USD',
		content_category: 'snippets',
		content_ids: 'woo-123',
		search_string: searchString
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=Search&cd[value]=0.10&cd[currency]='USD'&cd[content_category]=snippets&cd[content_ids]=woo-123&cd[search_string]=searchString&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Search -->

<!-- Facebook Conversion Event: Add to cart -->
<script>
	fbq('track', 'AddToCart', { 
		value: 10.00,
		currency: 'USD',
		content_name: 'Product Name',
		content_type: 'product', // Required for Dynamic Product Ads
		content_ids: 'woo-123' // Required for Dynamic Product Ads
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=AddToCart&cd[value]=10.00&cd[currency]=USD&cd[content_name]=Product%20Name&cd[content_type]=product&cd[content_ids]=woo-123&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Add to cart -->

<!-- Facebook Conversion Event: Add to wishlist -->
<script>
	fbq('track', 'AddToWishlist', { 
		value: 0.10,
		currency: 'USD',
		content_name: 'Product Name',
		content_category: 'snippets',
		content_ids: 'woo-123',
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=AddToWishlist&cd[value]=0.10&cd[currency]='USD'&cd[content_name]=Product%Name&cd[content_category]=snippets&cd[content_ids]=woo-123&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Add to wishlist -->

<!-- Facebook Conversion Event: Initiate Checkout -->
<script>
	fbq('track', 'InitiateCheckout', { 
		value: 0.10,
		currency: 'USD',
		content_name: 'Checkout',
		content_category: 'snippets',
		content_ids: 'woo-123',
		num_ids: 1
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=InitiateCheckout&cd[value]=0.10&cd[currency]='USD'&cd[content_name]=Checkout&cd[content_category]=snippets&cd[content_ids]=woo-123&cd[num_items]=1&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Initiate Checkout -->

<!-- Facebook Conversion Event: Add payment info -->
<script>
	fbq('track', 'AddPaymentInfo', { 
		value: 0.10,
		currency: 'USD',
		content_category: 'snippets',
		content_ids: 'woo-123'
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=AddPaymentInfo&cd[value]=0.10&cd[currency]='USD'&cd[content_category]=snippets&cd[content_ids]=woo-123&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Add payment info -->

<!-- Facebook Conversion Event: Purchase -->
<script>
	fbq('track', 'Purchase', { 
		value: 10.00,
		currency: 'USD',
		content_name: 'Product Name',
		content_type: 'product',
		content_ids: 'woo-123',
		num_items: 1
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=Purchase&cd[value]=10.00&cd[currency]=USD&cd[content_name]=Product%20Name&cd[content_type]=product&cd[content_ids]=woo-123&cd[num_items]=1&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Purchase -->

<!-- Facebook Conversion Event: Lead -->
<script>
	fbq('track', 'Lead', { 
		value: 0.10,
		currency: 'USD',
		content_name: 'Report',
		content_category: 'B2B'
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=Lead&cd[value]=0.10&cd[currency]='USD'&cd[content_name]=Report&cd[content_category]=B2B&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Lead -->

<!-- Facebook Conversion Event: Complete Registration -->
<script>
	fbq('track', 'CompleteRegistration', { 
		value: 0.10,
		currency: 'USD',
		content_name: 'Signup',
		status: 'complete'
    	});
</script>
<noscript>
	<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id={{facebook pixel}}&ev=CompleteRegistration&cd[value]=0.10&cd[currency]='USD'&cd[content_name]=Signup&cd[status]=complete&noscript=1" />
</noscript>
<!-- End Facebook Conversion Event: Complete Registration -->

Apologies for the delayed response, I don't seem to get notifications for these comments.

explain value: to me as well because I don't understand why it's implicit in the examples.

+1, please explain why you put value: 0.10 in there. For a purchase event, the value is (IMHO) clear: the price of the product. But when something is added to the cart, or just viewed the value must be either also the product price, or something your team came up with / calculated, e.g. "putting something in the cart is worth 10 cent for our business", however you would find such values.

10 cents was an arbitrary value for some of the above examples. You should use the value of a product or the value of a tracked action to your business. There is no way that I can provide a universal method for acquiring that value in a simple template. As an example for the CompleteRegistration event mentioned below; if you tend to earn make one sale of $1000 for every 100 people that register on your site then an average registration is worth $10 to your business when averaged out, so you can set a value of 10 to monitor your ROI, if there is no set value you can just use 0.10, 1 or any arbitrary number, or simply leave out value if it isn't required by the event type.

According to https://developers.facebook.com/docs/facebook-pixel/reference/ the status variable for CompleteRegistration should be of type Boolean. This means that value 'complete' is invalid. I could not find though what is the meaning of this variable

Boolean means that something is either true or false. Therefore the value 1 typically mean something happened or is true and 0 means something didn't happen or is false. In this case did the user successfully complete their registration? Yes = 1 and No = 0. Generally you would hope/assume that when this event is fired the result is a 1 or true.