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Facebook: PII data

Estimated reading: 3 minutes

What is PII data?

Personally, identifiable information is the information that can be used to distinguish or trace an individual’s identity, such as their name, social security number, biometric records, etc. aloneor when combined with other personal or identifying information that is linked or linkable to a specific individual, such as date and place of birth, mother’s maiden name, etc.

Why you may need to have the ability to send this data to Facebook?

It is required for increasing the event match quality for your Facebook account.

How does RedTrack help you with this?

We do have a tool that can help you with that. It does not take any additional values from Facebook. Still, if you have them on your offer source/affiliate network side (for example, order id at Shopify) or store them on your own side, you can send them to RedTrack and then to Facebook to increase the event match quality.

Make sure you have integrated your Facebook account with RedTrack.

1. Make RedTrack identify and accept this data with a postback first.

Go to your offer source settings -> additional parameters section -> set the alias under parameter (but can also leave it as a subx), the value (offer source supported macro), and the role

This is the list of all supported parameters, you can choose only those you want to use in your tracking:

eventid={replace} add, assign role

email = {replace} add, assign role

phone = {replace} add, assign role

lname = {replace}  add, assign role

fname = {replace}  add, assign role

zip = {replace} add, assign role

сontentid={replace} add, assign role

contenttype={replace} – add, assign role (Facebook Content Category)

сontent={replace} – add, assign role (Facebook Content Name)

brand={replace} – add

Now RedTrack knows this parameter and will establish the appropriate role for it when it’s received with the conversion

2. Once you add the parameter, you will see it is automatically added to the postback template you can use

3. Copy that link and use it in your offer source S2S postback settings as usual.

4. Once the conversion postback containing those values is sent to RedTrack we will grab it, attribute it to the appropriate campaign and send it to Facebook with the specified role.


Make sure the offer source (affiliate network) supports sending additional target parameters. You can clarify this question with your account manager.

For the cases where you do not work with any offer source and promote your offers, this feature can be used only if you store the PII data on your side and have technical capabilities to add this data to the conversion triggered on the “Thank you” page.