Technology

FBP Cookie

First-party cookie set by Meta Pixel to identify browsers and track user behavior across your website.

FBP Cookie (_fbp) is a first-party cookie set by Meta Pixel on your domain to identify browsers. Unlike third-party cookies (blocked by Safari/Firefox), first-party cookies still work. The fbp cookie: Lasts 90 days, stores browser identifier, enables cross-page tracking on your site, and helps Meta deduplicate events. Used alongside: fbclid (click ID from ad click) and fbc (click cookie storing fbclid). Together these enable Meta to attribute conversions even when third-party cookies are blocked. For CAPI implementation: Must send fbp and fbc values with server-side events for proper deduplication and attribution. Critical for maintaining attribution accuracy in privacy-restricted browsers.

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Frequently Asked Questions

What is the FBP Cookie?

The FBP Cookie, or _fbp, is a first-party cookie set by the Meta Pixel on a website's domain. Its primary function is to uniquely identify a user's browser and track their behavior across the pages of that specific website. Unlike third-party cookies, which are increasingly blocked by modern browsers like Safari and Firefox due to privacy concerns, the FBP Cookie is a first-party cookie, meaning it is set by the website the user is currently visiting. This allows it to persist and function effectively in a privacy-restricted environment. It typically lasts for 90 days and is crucial for helping Meta deduplicate events and maintain accurate attribution of conversions to advertising campaigns.

How does the FBP Cookie help with server-side tracking and the Conversions API (CAPI)?

The FBP Cookie is essential for effective server-side tracking and the Meta Conversions API (CAPI). When implementing CAPI, advertisers must send the value of the FBP Cookie along with their server-side conversion events. This cookie value acts as a crucial identifier that allows Meta to match the server-side event to the correct user session and browser activity recorded by the Meta Pixel. By including the FBP value, businesses can ensure proper event deduplication, preventing the same conversion from being counted twice (once from the browser and once from the server). This process is critical for maintaining high attribution accuracy and maximizing the performance of Meta advertising campaigns in a world with increasing browser restrictions.

What is the difference between the FBP Cookie, FBCLID, and FBC Cookie?

The FBP Cookie (_fbp), FBCLID, and FBC Cookie (_fbc) are three distinct identifiers used by Meta for tracking and attribution, and they work together. The **FBP Cookie** is a first-party browser identifier that tracks a user's activity across a website. **FBCLID** (Facebook Click ID) is a URL parameter appended to a landing page URL when a user clicks a Meta ad; it identifies the specific ad click. The **FBC Cookie** is a first-party cookie that stores the FBCLID value after the user lands on the site. In essence, FBP identifies the *browser*, FBCLID identifies the *ad click*, and FBC stores the *click ID* for later use. All three are necessary for comprehensive attribution, especially when using the Conversions API, to link on-site actions back to the original ad interaction.

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