Have you recently received an email like the one below, which I got a few days ago from Facebook?
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 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 the Facebook pixel update mean?
The first-party cookie option for the Pixel is a workaround against “intelligent tracking prevention” software that blocks third-party cookies.
Some services and web browsers (like Safari & Firefox) have moved to disable third-party cookie tracking, which can complicate advertisers’ ability to track and collect data around everything from user behaviour to conversions.
Until now, the Facebook Pixel has been powered entirely by third-party cookies. Which is why a first-party cookie option for the Pixel should interest those advertising on the platform.
Google made a similar update with its Global Sitewide Tag late last month, which when installed, can preempt tracking prevention measures by Safari.
How Do I Install The First-party Cookie Pixel?
According to Facebook’s support page, using both first-party and third-party cookies will become the default option for all Facebook Pixels as of October 24th.
This default is recommended for advertisers because it enables you to “reach more customers on Facebook and to be more accurate in measurement and reporting.”
For those that wish to opt out of first-party cookies, they can do so by updating their Pixel settings in Event Manager.
What Are Cookies?
Cookies are simply the text files used by websites and publishers to identify and recognise visitors.
They’re convenient for remembering your logins, shopping carts, settings, and more across the web.
They’re also incredibly important for advertisers when it comes to tracking website behaviour, attribution, building audience data, and ad targeting.
Third-party vs. First-party cookies
A third-party cookie is created from a source other than the website owner (e.g., an advertisement or a video) that is embedded by a third-party.
Clicking on any content other than the website’s will likely install a third-party cookie. Many browser extensions and software today block third-party cookies because of privacy concerns.
A first-party cookie is put in place by the actual owner of the website domain.
It’s more likely that a user places trust in the actual domain owner rather than the many third-parties that can exist on a domain.
Most advertisers rely heavily on third-party cookies, which is why tracking prevention software can severely hamper their ability to collect accurate information.
This is why major platforms like Google, and now Facebook, are enabling a first-party cookie option to help publishers continue to gather accurate analytics.
For more information, you can view Facebook’s official Pixel support page here.
If you need a hand carrying out your Facebook pixel update, don’t hesitate to reach out 02392 421 312 or drop us an email to email@example.com