fbp and fbc
Definition: fbp and fbc are two parameters that help Meta tie a server event to a browser and an ad. fbp is a browser identifier the Pixel saves in the _fbp cookie. fbc is a formatted click identifier built from the fbclid parameter Meta adds to the address when someone clicks an ad on Facebook or Instagram.
They are the only browser data a shop can attach to a purchase sent from the server so that Meta has a trace of where the buyer came from.
Also called: _fbp, _fbc, fbclid, Meta browser identifiers
The demo has sample data; the login comes to your e-mail.
Why it matters for a shop
A server purchase has no browser, so by itself it does not know who came from which ad. fbp and fbc give Meta a chance to tie the purchase to an earlier visit. Without them a purchase can only be matched by e-mail and phone, if you have them.
How Basketly handles it
- The shop script does nothing until the consent tool calls setConsent(true).
- After consent it uses an existing _fbp or creates its own; fbc comes only from a real fbclid or the _fbc cookie, and it works without the Meta Pixel.
- Withdrawing consent clears local data and deletes the attribution stored on the server.
- Purchases read from a shop API with no visit linked to the order go without fbp and fbc.
Sources
- Meta for Developers: fbp and fbc parameters: https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/fbp-and-fbc (read 2026-10-29)
What fbp and fbc does not do
- Without the buyer’s consent you will not collect fbp or fbc.
- Do not invent fbc: an identifier built without a real click falsifies the ad trace.
No. Meta wants them as they are, unlike e-mail and phone, which you hash before sending.
There is no source and you should not create one. fbc exists only after an ad click that added fbclid to the address.
The Pixel saves fbp, so without it the original cookie is missing. fbc can be built from fbclid in the address even without the Pixel.
See also
- Meta PixelA JavaScript snippet on a shop page that sends browser events to Meta.Read
- Conversions API (CAPI)Sending events, such as purchases, to Meta from the shop’s server instead of the buyer’s browser.Read
- Event Match Quality (EMQ)A score (0–10) of how well the customer data in an event lets Meta match it to an account.Read
- ConversionsShop purchases sent server-side to Meta and seven more platforms, and a day-by-day balance: how many orders, how many purchases accepted and where something got lost.Read
- GDPR and the Meta Conversions API: Hashing, Lawful Basis and How Long to Keep Customer DataIs SHA-256 hashing enough to send customer data to Meta under GDPR? Who is controller and processor, lawful basis, the DPA and how long to keep customer data.Read
- Order source from ads: how to see which campaign and ad brought the buyerHow Basketly works out an order's source: URL parameters in your ads, the shop script, a call on the thank-you page and each platform's own click id.Read
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