Since October 2018, many users have reported noticing a new tracking parameter called “fbclid” being added to some URLs when traffic is referred from Facebook.
This parameter appears in URLs in a way that resembles how Google Ads includes the “gclid” parameter in its URLs. The fbclid (likely short for Facebook Click Identifier) is similar to Google’s gclid, used to track clicks and provide valuable data.
In some instances, URLs referred through Facebook already show this fbclid tag, similar to how Google Analytics tracks traffic using the gclid parameter.
What Exactly is Fbclid?
It appears that Facebook has begun appending the fbclid parameter to all external URLs. Despite attempts to find official documentation or clarification, no public information is available. Therefore, the following insights are based on industry knowledge and prior experience with tracking parameters like gclid.
The gclid parameter helps track important user data, such as interactions with your ads, ensuring the accuracy of analytics. This parameter is typically invisible to the user. However, fbclid is clearly visible, which has raised concerns among users.
The introduction of the fbclid parameter seems to align with Facebook’s interest in tracking user activity beyond the platform. However, Facebook has yet to make an official announcement explaining its purpose.
Tests across different browsers, including Facebook’s in-app browser, Chrome, and Safari, revealed that fbclid appears in some instances but is absent in others. The conditions under which it is applied are not fully clear, but its use has drawn considerable attention due to its role in digital marketing and advertising.
Similarities Between Fbclid and Gclid
Fbclid, or “Facebook Click Identifier,” functions similarly to gclid, or “Google Click Identifier.” Both parameters are automatically added to the URLs of outbound clicks on Facebook or Google Ads. These tracking tags help identify individual clicks and likely collect information about user behavior online.
URL parameters like fbclid and gclid are valuable for understanding the performance of ads, website traffic, and user conversion paths. However, they require an analytics tool, such as Google Analytics, to fully track and analyze the data.
Both parameters serve a critical role in tracking user engagement and measuring ad performance, making them essential for digital marketing strategies.
Potential Benefits of Fbclid
The automatic tagging of URLs with parameters like fbclid and gclid allows each click that directs traffic to a webpage to be uniquely tracked. These parameters can encode details such as campaigns, ads, keywords, locations, and more, which are then reported through analytics tools.
In Google Analytics, each visit generated through a tagged URL initiates a session, with the data being valid for up to six months. This long-term tracking helps advertisers measure the performance of their campaigns.
Similarly, fbclid could enhance the accuracy of performance reports within Google Analytics. This could lead to improved tracking of Facebook-related sessions, visits, and ad performance, offering valuable insights for advertisers.
As the use of fbclid becomes more widespread, we may see an increase in session counts and better visibility into Facebook traffic performance.