Facebook First Party – Everything you need to know
Facebook had recently released an important update of the pixel! Now, the platform offers the option of using a first party cookie.
This option started to be available on the Facebook platform since 24 October 2018.
Why this change?
Until 24.10.2018, the platform was offering the advertisers only the possibility of using third-party cookies through the pixel. Third party cookies were and continue to be collecting data about users’ behavior on the website.
Considering the fact that more and more browsers, including the most important of them, like Safari and Firefox, started to block tracking through third party cookies, Facebook had had to find a solution for being able to collect all the information that advertisers need on the platform. This is the main reason for allowing access to the first party cookies, browsers being unable to block this type of cookies.
What is the difference between a first party cookie and a third party cookie?
First of all, the cookies are small pieces of data that websites use to identify users. They are extremely important in the users’ behavior following process, for building audiences and for campaigns’ targeting options.
A first party cookie is a piece of code created exactly by the website where the user is, while a third party cookie is available on the same website, but it is created by another source.
What actions are advertisers supposed to take?
Even if the first party cookie is available by default in all the accounts, advertisers are still able to choose if they want to use the third party cookie pixel or the first party cookie pixel from the Events Manager section of the Business Manager.
What business could choose not to use the second option? Well, the business with a sensitive profile, like the medical services niche.
Otherwise, of course, it is indicated to use both first and third party cookies.