First-order CPA optimizes against you.

Meta sees the first $40 charge and bids accordingly. The cohort that ranks 'cheapest CPA' is also the one that churns hardest — because they bought the discount, not the product. Without renewal signal flowing back, the algo never learns the difference between a 6-month customer and a one-and-done.

Renewals aren't ad events.

Recharge / Bold / ReCharge fire renewal hooks — to your billing system. They do not POST to Meta CAPI as a Subscribe event with the renewal MRR. That signal stays trapped inside the subscription app. Your $80/mo renewal is invisible to the platform that found the customer.

Churn is the real conversion event.

The team that ships subscription_canceled to Meta as a NEGATIVE signal — and excludes recently-churned cohorts from prospecting audiences — outperforms by 30-50% on year-one LTV. Almost no team does it because the plumbing is hard. TrackLayer ships the plumbing.

Connect your subscription app

Recharge, Bold Subscriptions, ReCharge, Smartrr, Skio, native Stripe Subscriptions, custom — all supported. Paste the webhook URL, set the HMAC secret, done. We verify every payload's signature.

Translate to taxonomy

subscription.created → subscription_started. subscription.charged (renewal cycle) → subscription_renewed. subscription.upgraded (tier change) → subscription_upgraded. subscription.canceled → subscription_canceled. One taxonomy across every backend.

Enrich with LTV signal

Pull MRR, billing interval, plan tier, total renewals to date, days-since-acquisition. Hash email + phone for CAPI. Carry through fbp / fbc / gclid / ttclid from the original click.

Fan out with renewal value

Meta CAPI: subscription_renewed → Subscribe with renewal MRR (not first-order value). Google Ads: subscribe_renewed with conversion value = MRR. Klaviyo: trigger renewal milestones (3-mo, 6-mo, 12-mo). Idempotent + retried via CF Queues.

{
  "subscriber_id": "sub_18420",
  "churn_probability_14d": 0.72,
  "features": {
    "usage_frequency_30d": 2,
    "last_login_age_days": 19,
    "support_ticket_count_30d": 3,
    "plan_downgrades_90d": 1,
    "billing_failures_30d": 0
  },
  "recommended_action": "Subscriber sub_18420 is likely to churn in 14d. Open a support recovery task before sending automated winback."
}

POST /v1/integrations/recharge/subscriptions?merchant_id=glasshouse_42
X-Recharge-Hmac-SHA256: a8f5...
X-Recharge-Topic: subscription/charged
Content-Type: application/json

{
  "event": "subscription/charged",
  "subscription": {
    "id": 18420,
    "customer_id": 73851,
    "status": "active",
    "next_charge_scheduled_at": "2026-05-26",
    "charge_count": 7,
    "first_charge_at": "2025-10-26",
    "billing_interval": "1 month",
    "billing_amount": "48.00",
    "currency": "USD"
  },
  "customer": {
    "email": "buyer@glasshouse.co",
    "phone": "+15125550199"
  }
}

POST https://graph.facebook.com/v22.0/123456/events
Authorization: Bearer <merchant_meta_token>

{
  "data": [{
    "event_name": "Subscribe",
    "event_time": 1776954960,
    "event_id": "recharge_18420_renewal_7",
    "action_source": "system_generated",
    "user_data": {
      "em": ["9c2edcec5b3..."],
      "ph": ["a4f7..."],
      "fbp": "fb.1.1729958900.1234567890",
      "fbc": "fb.1.1729958820.IwAR2..."
    },
    "custom_data": {
      "currency": "USD",
      "value": 48.00,
      "predicted_ltv": 336.00,
      "subscription_id": "recharge_18420",
      "renewal_count": 7,
      "days_since_acquisition": 182
    }
  }]
}