What is the _fbp cookie?
_fbp is an HTTP-type cookie (though it can also be set via script) used by Meta Platforms (Facebook) as part of the Facebook Pixel tracking tool. It is generated automatically by the Pixel code when a visitor lands on a website that has this tracking script installed.
The cookie is set on the first-party domain of the visited site, unlike other Facebook cookies set directly on facebook.com. It is created on the first page load where the Pixel runs, regardless of whether the visitor has a Facebook account.
What data it stores
_fbp stores a unique identifier generated for that browser, used to distinguish visitors and their events across multiple visits and sessions. The value follows a Meta-specific format (typically starting with an "fb" prefix, followed by a version identifier, a timestamp, and a random string), but the exact structure can vary and should not be treated as fixed.
Data collected through this identifier, together with events sent by the Pixel (page views, add-to-cart, conversions, etc.), is transmitted to Meta Platforms' servers.
What it is used for
For Meta, _fbp helps correlate a visitor's actions on a website with their user profile (if one exists), in order to build custom audiences, measure campaign conversions, and optimize ad delivery.
For the site owner, this cookie underpins the functioning of Facebook Pixel: it enables measuring the performance of Facebook/Instagram ad campaigns, building retargeting audiences (e.g. cart abandoners), and creating lookalike audiences.
Does it require consent?
_fbp is classified under the marketing category (advertising/tracking). Under Romania's Law 506/2004 (transposing the ePrivacy Directive) and GDPR, this type of cookie requires prior user consent before being placed, since it is used for cross-site tracking and targeted advertising.
- The site owner must declare this cookie in the cookie policy, including provider, purpose, and duration.
- The Facebook Pixel script must not load or execute before the visitor opts into the marketing category.
- Withdrawing consent must be as easy as granting it.
How to block or delete _fbp
A visitor can manually delete or block _fbp through browser settings (Chrome, Firefox, Safari, and Edge all offer options to clear cookies per site or block third-party cookies). Tracker-blocking extensions or a browser's built-in tracking protection can prevent it from being set in the first place.
For site owners, proper control isn't manual — it's handled by a Consent Management Platform (CMP) that automatically blocks the Facebook Pixel script until the visitor grants consent for the marketing category. This is exactly what CookieFix does, intercepting the script before execution and releasing it only after consent.
Frequently asked questions
It's a cookie set by Facebook Pixel to identify a visitor's browser for advertising and retargeting purposes on Meta platforms.
Its typical duration is about 3 months, after which the browser removes it automatically unless it's reset on a new visit.
Yes, as a marketing/tracking cookie, it requires the visitor's prior consent under Romania's Law 506/2004 and GDPR.
It can be removed from your browser's privacy/cookie settings, just like any other cookie set by the visited site.