The new Facebook pixel: cookie and purpose of use

On October 24, 2018, Facebook changes how Pixels work, which can be used to create custom audiences and retargeting.

The Facebook pixel can now access your site’s essential cookies, giving you even more control over your ads effectively. You can also choose how to use the pixel – for advertising and analytics, or just for analytics.

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How to set up a new Facebook pixel correctly

Use of cookies

In order to customize the type of pixel on Facebook, go to your ad account in “Tools – Pixels” and select your pixel.

Next, open the “Settings” tab and click “Edit”.

Click the toggle to the on position next to Generic Cookie Sharing, then click Save Changes at the bottom.

Facebook pixel cookie setting

By default, all Facebook pixels have this option activated on October 24, 2018. And you need to change it if you do not want to use cookies, but in this case, the possibilities and accuracy of retargeting on Facebook will significantly decrease.

note, if you are going to use cookies on your site, you must inform all users about this and obtain their consent. Also, according to Facebook’s Business Guidelines, you must clearly communicate to your site visitors exactly how you use cookies.

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Purpose of using a pixel

There are two pixel options:

  1. Advertising and analytics. This is the default. Enables the use of Facebook Analytics data as well as advertising features such as audiences, conversions, targeting and optimization.
  2. Analytics only. Collecting Facebook Analytics data for site analytics, but not for building audiences or campaigns.

What does this all mean?

In essence, cookies help track user behavior on the site, and by refusing to use them in the Facebook pixel, you prevent them from accessing this information. Therefore, you definitely need to enable them, just as mentioned above, be sure to inform the visitors of your resource that you are using cookies.

As for the choice of the type of pixel, of course, it is better to choose advertising and analytics.

Recall that recently Facebook started showing ads in Marketplace

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