Do you advertise on Facebook and have the Pixel implemented on your website to access user data for retargeting? Recently, Facebook updated it’s tracking with the introduction of the use of first-party cookies, which will be used in conjunction with third-party cookies to monitor user behaviour on sites with the Facebook Pixel installed. How will your business benefit from this update? Read on as we explain what it means for you.
What’s the difference between first-party cookies and third-party cookies:
Before determining the difference, let’s first discuss what a cookie is and how it works. It is a small piece of code that is placed on a website to capture consumer behaviour. Traditionally, Facebook has used third-party cookies for its Pixel to store data about how user interact with websites. The term “party” relates to the domain that has placed the cookie on the website and stores the data.
A third-party cookie refers to the cookie that is placed on a website by a domain that is not the owner of that particular site. For example, advertisers place these on multiple sites so they can get an array of data across several platforms. Interestingly, with new spam and privacy laws, several browser extensions and programs actually block third-party cookies altogether, most notably, Safari.
A first-party cookie is a more trusted data source because it is implemented by the owner of that website. It means that any of your interactions with their site are stored directly with the owner and not shared with any third-parties without your permission. It also means that e-commerce sites with online products can easily track your movement across product pages, either updating in your cart or being stored for marketing purposes later on.
Why has Facebook made the change?
Following in the footsteps of Google, which recently made a similar change, the update to the Facebook Pixel will help online businesses gather accurate data that is fed directly into Facebook for more targeted and personalised advertising.
Up until this point, the Pixel has been entirely reliant on third-party cookies, which means when they are not available (such as the case on Safari), businesses miss out on the opportunity to capture crucial data. Therefore, the first-party cookie will be able to do so across all browsers and websites.
How your business benefits from the Facebook pixel:
The Pixel, with more accurate information, will ensure your ads are being shown to the right people and build specific audience groups that fit the demographic of your ideal customer.
An effective Facebook advertising strategy is remarketing, which will show a product that the user just looked at on your site to trigger them to re-visit the page and make a purchase. This is commonly used for retail or any e-commerce site.
In recent years, the Facebook Pixel has become a useful tool for businesses to access and utilise data about user behaviour, and this latest update has only made the feature even more effective.
Not sure if you have the right tracking setup on your website or Facebook account, or would you like to get started with Facebook advertising? Feel free to get in touch with our digital strategists today.