What is the _fbp cookie?
The _fbp cookie is a first-party tracking cookie set by Meta to identify a user's browser for the purpose of delivering targeted advertising and measuring ad conversions.
Table of Contents
About _fbp
| Vendor | Meta |
|---|---|
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Advertising & Paid Media |
| Consent Category Consent Category The consent category this cookie most commonly falls under across sites we scan, normalized into four standard categories. Learn more | Targeting & Advertising |
| Prevalence | Very Common |
| Popularity Popularity Popularity is calculated from our dataset of 4.5B+ cookies analyzed across hundreds of millions of web pages. Learn more | Found on 35.3% of scanned pages |
| Expiration Type | Timestamp |
| Expiration Duration | 29 days |
| Party Type Party Type Whether the cookie is first-party or third-party. Learn more | 1st-Party |
| Risk Level Risk Level Rates how sensitive the data stored by this cookie is (High, Medium, or Low) based on data classification and distribution. Learn more | High |
| Vendor Privacy Policy | https://www.facebook.com/privacy/policy/ |
| Vendor Website | https://www.meta.com/ |
What is the purpose of _fbp?
The _fbp (Facebook Browser) cookie is generated by the Meta Pixel (fbevents.js) as a first-party cookie that stores a unique browser identifier in the format fb.1.[creation_timestamp].[random_number]. Because it is first-party, it is scoped to the website that deploys the Pixel, and it enables the site and Meta to associate a series of user interactions (page views, add-to-cart, purchases, etc.) with the same browser.
When a user visits a website running the Meta Pixel or the Conversions API, this identifier is transmitted to Meta where it is used for event matching and attribution. Meta matches the browser ID against its own user base to attribute conversions to specific ad campaigns, build lookalike audiences, and enable retargeting across the Meta advertising network (Facebook, Instagram, and partner placements).
What are the Privacy Risks of _fbp?
Risk Level: High
This cookie is classified as High risk because it acts as a persistent tracking identifier that facilitates the sharing of behavioral data with a third-party advertising network (Meta). While the cookie itself stores a pseudonymous ID rather than direct plaintext PII, Meta uses this identifier to link website browsing activities - such as viewing specific products or making purchases - back to identifiable user profiles within its ecosystem. This cross-site data aggregation supports extensive behavioral profiling and programmatic advertising, which carries elevated privacy and regulatory exposure (e.g., GDPR/ePrivacy marketing-consent obligations).
How to Remove _fbp from a Website
To remove this cookie, the website administrator must remove the Meta Pixel (fbevents.js) tracking script from the website's source code or from the tag management system that deploys it (such as Google Tag Manager or Tealium). If the site relies on the Meta Conversions API (CAPI) instead of, or alongside, the client-side Pixel, the server-side integration must also be disabled or reconfigured so it no longer generates or reads the _fbp identifier. The cookie is inherently tied to the Pixel's core advertising functionality and cannot be disabled independently of the Pixel, so removing it will eliminate the site's ability to track conversions, build retargeting audiences, and optimize ad campaigns within the Meta ecosystem.