One of the key roles of web analytics is ensuring high-quality data related to purchases, decision-making processes, and traffic. In today’s competitive landscape, where consumers hold considerable power, businesses need effective tools to conduct thorough web tracking and analytics.
But should advertisers have the freedom to make autonomous decisions on how to measure user behavior?
Recently, we’ve observed that Facebook has introduced a new feature that seems to enhance Facebook’s own data, while possibly complicating the data gathered by Google Analytics. This new development is the “fbclid” parameter, and it’s something businesses can’t afford to ignore because it may have a significant impact on web analytics.
What is the FBCLID Parameter?
Facebook has started adding the “fbclid” parameter to external links, including posts and ads. This parameter is clearly visible in URLs, making it apparent to users.
A Reddit user, averitablerogue, speculated that fbclid might be part of Facebook’s effort to implement first-party pixels, responding to the growing trend of browsers blocking third-party cookies. Another user mentioned that fbclid could be a workaround for Apple’s ITP 2.0, which aims to limit cross-site tracking in Safari.
Some Facebook users have expressed concerns, noting that this parameter could interfere with website functionality. For example, certain websites have encountered 404 errors due to the fbclid tag, disrupting user experiences.
In a separate online discussion, patrickyeon suggested that Facebook might develop a solution, such as a whitelist of domains, to prevent errors caused by the fbclid tag. This parameter could be part of a new tracking system, potentially introduced in response to Apple’s restrictions on third-party cookies.
In one Cloudflare community discussion, a user commented that Facebook often rolls out new features without fully considering their impact on external websites. They noticed that fbclid appears on nearly all outbound links, including those accessed via the Facebook mobile app.
Some believe this is Facebook’s attempt to circumvent cookie laws, although no official documentation about fbclid has surfaced. However, many agree that it functions similarly to Google’s GCLID (Google Click Identifier), used for tracking clicks.
One challenge highlighted by Dave Clark is how fbclid affects Google Analytics, as it generates unique URLs for each user, which can distort traffic reporting.
How Does FBCLID Interact With Facebook Pixel?
Facebook Pixel, which tracks user interactions through cookies, has undergone changes. Since October 2018, Facebook introduced a “first-party” option, allowing the fbclid parameter to be embedded in outgoing links. When an advertiser’s page contains Pixel code and fbclid, the Pixel will use this parameter to generate its own cookie, owned by the advertiser’s domain.
Facebook’s Advertiser Help section offers insights into the different types of cookies used by Pixel, allowing advertisers to choose between first-party or third-party cookies.
Impact on Performance and User Experience
Some have noted performance impacts linked to fbclid, particularly in terms of Time to First Byte (TTFB) and page load speed. Reports suggest a 50% increase in TTFB for websites where fbclid is active, which could be related to how the parameter optimizes ads and improves Cost Per Acquisition (CPA) rates.
At the same time, some users are questioning whether fbclid could undermine their privacy, especially when combined with ad blockers. It remains to be seen how this parameter will interact with various ad-blocking tools.
Finally, many believe Facebook’s introduction of fbclid is a response to Apple’s ITP 2.0, which blocks third-party cookie tracking. By embedding fbclid in URLs, Facebook may no longer need cookies to track user activity across websites.
What’s Next?
Will fbclid improve ad performance and user experience, or is it simply a workaround for tighter privacy regulations? Time will tell, and we’re eager to see the broader impact. Stay tuned as this story unfolds.