What The Latest Facebook Pixel Update Means

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Most every webmaster and marketer use Facebook Pixels as part of their campaign monitoring techniques. Pixels play an essential role in tracking analytics for site visitors. Some recent updates are important for advertisers to take note of.


First-Party Cookie Option for Advertisers

There’s a reason why marketers are being told to pay attention to this most recent update. The first-party cookie option is part of it. This update, once again, gives marketers access to critical data and information. The update will help them put out better ad campaigns.


In this sense, this update is very positive for advertisers because it means more effective ads, which equate to higher profit margins.


What Is It?

The first-party cookie option will enable advertisers to continue accessing data from the Safari browser. With that in mind, businesses still need to disclose how they are collecting and using cookies.


Consumers also need to be educated on the matter and be reminded that any information in their browser comes from them already having opted in via the brands they engage with online.


Why The Change?

Facebook made this move while following in the footsteps of other companies such as Google and Microsoft. The reason behind the change has to do with Apple’s efforts to keep Safari free from third-party data sharing.


In June 2017, Apple introduced its Intelligent Tracking Prevention feature in an attempt to limit third-party trackers from getting cross-site browsing information from users.


This Pixel update counters Apple’s recent update, allowing advertisers to continue to access crucial data that will help them optimize their campaigns.


Are Consumers Impacted?

In wake of recent headlines accusing Facebook and other parties for their misuse of data, Facebook made certain to emphasize that this update in no way infringes upon the rights or privacy of users.

Users will continue having the same privacy they did prior to the update and will still have complete control over their ad preferences and data sharing capabilities. A user who wants to “opt out” will simply need to disable or limit cookies for their browser.


What Do Marketers Need To Do?

At this point, there is nothing that needs to be done on the end of a marketer other than understanding this update and what it could mean for your marketing in the future.


This feature was released and automatically activated for everyone on October 24. Of course, if you so choose, you can opt-out of first-party cookies. Just head to the Settings tab in the Events manager.


In the meantime, keep your eyes open for more impending updates.