CRM variables provide per-contact values used by approved Meta template parameters.

Create a variable

  1. Open Contacts → Manage Variable.
  2. Enter a readable label such as Membership level.
  3. Enter a key such as membership_level.
  4. Choose the value type and save.

Use variables

Standard values include Display Name, First Name, Last Name, Phone, Email, Company, Country, Language, Lead Source, and consent information. Active custom variables also appear in mapping selectors.

Missing values

A campaign cannot safely render a required parameter when the selected CRM field is empty. Update the contact or use an appropriate custom text value before sending.