Understand your conversion data in Meta

How to read OpenCourt's Purchase and Subscribe events in Meta, break out sale types with content_category, and set realistic attribution expectations.

OpenCourt reports every online sale to Meta as a single Purchase event — the sale type lives in the event parameters, not the event name. This page shows you how to read those parameters, break out sale types for optimization and reporting, and set the right expectations when comparing Meta's numbers to OpenCourt's.

Ad and Conversion Tracking is in public beta. To turn it on for your club, email support@getopencourt.com or your OpenCourt customer success manager.

One event name, typed by parameters

In Meta's event list you'll see Purchase for everything — a court booking, a store order, a membership. What kind of sale it was is carried in the parameters:

Parameter

Example value

Event name

Purchase

value

89.00 — net cash captured, after promos/passes/credits

content_category

"membership"

content_name

"Unlimited Monthly"

is_new_customer

true

A new membership fires both Purchase and Subscribe — this is expected. Meta doesn't double-count: both events share one event ID, and Meta deduplicates per event name. Subscribe is your "new member acquired" signal; renewals fire Purchase only.

The content_category buckets

Bucket

Meaning

membership

A first-time membership purchase (also fires Subscribe)

membership_renewal

A recurring membership renewal payment

court

A court or bay booking

event

Registration for an event or program

store

An online store / pro-shop order

coach_lesson

A coaching lesson purchase

gift_card

A gift card purchase

The same list is summarized, alongside every other field OpenCourt sends, in What OpenCourt sends to Meta and Google.

Recipe: break out sale types with Custom Conversions

Meta optimizes and reports per event name, so to target or report on a specific sale type, create a Custom Conversion filtered on content_category:

  1. In Meta Events Manager, open Custom Conversions and create a new one.

  2. Choose your OpenCourt data source and select the Purchase event.

  3. Add a rule on the content_category parameter — for example:

  4. "New memberships" — content_category equals membership

  5. "Court bookings" — content_category equals court

  6. "Event registrations" — content_category equals event

  7. Name and save it. It's now available as an optimization goal in ad sets and as a column in reporting.

Create one Custom Conversion per revenue line you actually buy ads for. A campaign optimized on "New memberships" learns from membership buyers only — renewal payments and store orders won't muddy the signal.

Attribution expectations

These are server-side events, matched to ad clicks through hashed identifiers and click IDs — so expect Meta's attributed conversion counts to differ from OpenCourt's revenue reports. Some purchasers won't match to a Meta account, some sales were never ad-driven, and Meta only counts conversions inside its attribution windows. A gap between the two numbers is normal; use OpenCourt as the source of truth for revenue and Meta for relative performance between campaigns, ad sets, and creatives. Also remember that admin and front-desk (POS) sales are excluded by design — see What OpenCourt sends for the full data policy.