Are you always shocked at how websites like Facebook seem to know exactly what websites you’ve been viewing? Understanding cookies like the _fbp cookie can help you understand this process as a consumer or a business.
The _fbp cookie is another advertising and an analytics-focused cookie that Facebook sets on consumers’ browsers to track their behavior. While it may seem invasive, Facebook has developed this first-party cookie and many others to improve its advertising.
Read on to find out about this cookie’s specific purpose and how long it lasts on your browser to track and report your behaviour.
Let’s dive in.
What is the Purpose of _fbp?
The purpose of _fbp is rooted entirely in Facebook’s advertising and analytics efforts. This cookie is a first-party cookie, meaning Facebook placed it while a consumer is on Facebook.
This cookie tracks a user’s visits across different websites and reports that behavior to Facebook. Facebook can then use the data it collects to understand that user better and show better, more relevant advertising.
The _fbp cookie does not collect personally identifiable information and is placed by Facebook only to send data back to themselves.
When Does _fbp Expire?
The _fbp cookie only lasts for around three months before it is automatically deleted from a user’s browser. During this time, a user’s browsing and viewing activity will be recorded and viewable by Facebook.
At any time, a consumer can clear all cookies off their browser to remove _fbp, and Facebook will no longer be able to track their behavior.
Is _FBP Cookie The Same as the Meta-Pixel?
To understand the relationship between the Meta Pixel and the _fbp cookie, let’s break down their roles and how they work together and why there is so much litigation right now around the Facebook Meta-Pixel:
What is the Meta Pixel?
- The Meta Pixel is a snippet of JavaScript code that you can place on your website.
- It allows you to track website visitor activity, such as page views, clicks, and purchases.
- This data is then used to measure the effectiveness of your Facebook and Instagram ad campaigns, optimize ad delivery, and build targeted audiences.
What is the _fbp Cookie?
- The
_fbpcookie is a first-party cookie that the Meta Pixel can use. - When the Meta Pixel is installed on a website, it may save a unique identifier in the
_fbpcookie for that website’s domain. - This identifier helps Meta track user behavior across the website.
The Relationship
- The Meta Pixel is the tool; the
_fbpcookie is one of the ways it stores information. - The
_fbpcookie is often used by the Meta Pixel to identify users and their actions on a website.
In Simpler Terms
Think of the Meta Pixel as a reporter gathering information about what’s happening on your website. The _fbp cookie is like a notepad the reporter uses to jot down notes about individual visitors. If you’re running it on your website though you can expect a lawsuit if you’re not using an approved cookie consent banner to notify your visitors and provide consent.
Key Considerations
- First-Party vs. Third-Party: The
_fbpcookie is generally a first-party cookie, which means it’s set by the website itself (not by Facebook). This is important for privacy reasons, as browsers handle first-party and third-party cookies differently. - Data Usage: The data collected by the Meta Pixel and stored in cookies like
_fbpis used for various purposes, including:- Ad targeting
- Conversion tracking
- Website analytics
- Privacy: The use of cookies and tracking pixels raises privacy concerns, which is why regulations like GDPR and CCPA/CPRA exist.
In Conclusion
The Meta Pixel and the _fbp cookie are closely related. The Pixel is the code, and the _fbp cookie is a mechanism it uses to store and track user information on a website.
Conclusion
Facebook utilizes cookies like this to offer a better advertising experience while on their site. This is because if you use Facebook ad links to make purchases, Facebook will profit as well.
Your business can allow and utilize Facebook’s first-party cookies on your site to ensure that users visiting your site will have a higher chance of seeing your ads.
While it may seem intimidating, Facebook does not intend to invade anybody’s privacy and simply seeks to collect data to better your experience while on its site but remember you need to have a consent banner if you’re running targeting tools like this.
