Facebook has announced an update to its tracking pixel that will go into effect on October 24th.
Important Facebook pixel update
On 24 October, Facebook will begin offering businesses a first-party cookie option with the Facebook pixel. This change is in line with updates made by other online platforms, as the use of first-party cookies for ads and site analytics is becoming the preferred approach by some browsers.
Businesses have long relied on cookies to serve ads to relevant audiences and understand visits to their sites. Up until now, Facebook has used its pixel – powered by third-party cookies – for website analytics, ad targeting and ad measurement. This new option will also help advertisers, publishers and developers continue to get accurate analytics about traffic to their websites.
Businesses can opt out of first-party cookies by updating their pixel settings in Events Manager.
The Facebook Ads Team
What does this mean for you?
This update is a positive step ensuring advertisers, publishers and developers have minimal disruption to their retargeting and measurement efforts. The move to a first party cookie is to work around the “intelligent tracking prevention” software that blocks third-party cookies which is what the current facebook pixel is powered by. Currently, some services and browsers such as Safari have moved to disable third-party cookie tracking and this can affect the ability to collect data including user behaviour and conversions.
Google made a similar update with its Global Sitewide Tag last month which when installed can preempt tracking prevention measures by safari.
How do I install the first party pixel?
According to the facebook support page, the first party and third party cookie will become the default option for all Facebook Pixels as of October 24th.
For those that wish to opt out of the first party cookie update, they can do so by updating their pixel settings in Event Manager.
To conclude, The update to the first-party cookie from a third-party cookie is a positive one for those advertising on the Facebook as it will enable those to “reach more customers on Facebook and be more accurate in measurement and reporting.”
If you are a business owner and are struggling to get your head around pixels, contact All Over Social. We can help you make sense of it all