The _fbp cookie is set by Facebook (Meta) to help websites deliver and measure advertising. It is created when a site uses the Facebook Pixel or other Facebook tracking scripts and helps recognise browsers for ad targeting and analytics.
What is the _fbp cookie?
The _fbp cookie stores a unique identifier for a browser so Facebook can attribute visits and ad conversions. It is commonly created by the Facebook Pixel embedded on sites that use Facebook advertising or measurement tools.
How it works
The cookie typically contains a value like fb.1.[timestamp].[id]. That value links a browser session to Facebook’s systems so events (page views, purchases) can be matched to ad campaigns.
What data it stores
- A unique identifier for the browser session
- Timing information used for attribution
- No direct personal name or email is stored in the cookie value itself
Duration
Most implementations set _fbp to persist for around 90 days, though actual expiry can vary by configuration.
Who sets it
The cookie is set by Facebook domains or by the Facebook Pixel code loaded on the site. If a site integrates Facebook advertising or social plugins, _fbp may be created on the user’s browser.
Why sites use it
- Personalising and delivering Facebook ads
- Measuring ad performance and conversions
- Enabling remarketing to previous visitors
Is it essential?
_fbp is not required for basic site functionality. It is used for marketing and analytics; disabling it may affect ad personalization and campaign measurement but not core features of most sites.
How to inspect or block it
To inspect cookies in your browser, see the site’s guide at /how-to-inspect-cookies-in-your-browser. You can block or remove _fbp by clearing cookies, using browser tracking protection or extensions, and adjusting ad preference settings in your Facebook account. For broader control, use privacy settings in your browser or opt-out tools supported by advertising networks.
In short, _fbp is a Facebook-set cookie used for ad targeting and measurement. It helps link browser activity to Facebook advertising but can be inspected and removed via browser tools or privacy settings if you prefer not to be tracked.