Many of our clients (and probably a lot of you who ended up here organically) received an email from Facebook last week noting an “Important Facebook Pixel Update” coming this month. The big question we’ve received is “what do I need to do to keep this working?”
On October 24, 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.
Here is Facebook’s Help Center Page regarding the cookie update:
https://www.facebook.com/business/help/471978536642445. This Facebook page has both the basics about your tracking pixel and steps for set-up, so hopefully this helps. The quick answer is that if you have Google Tag Manager installed, you are able to make this pixel swap yourselves without contacting anyone else for help.
If you have some sort of legacy tracking pixel, you should definitely update since you will be 2 major tracking updates behind in the Facebook ecosystem. If you are unsure of how to set up Tag Manager and your tracking pixel, or need help confirming you are updated and will be tracking correctly, we are happy to help firstname.lastname@example.org.