What is the fr cookie?
The fr cookie is placed by Facebook (Meta Platforms) on the facebook.com domain. It appears on any website that embeds Facebook elements (a Like button, comments plugin, Facebook Pixel, or an embedded video) as well as on facebook.com pages themselves.
It is one of the core cookies used by Meta's advertising system, alongside other cookies such as _fbp or datr. It is set automatically as soon as the visitor's browser contacts a Facebook domain, regardless of whether the user has a Facebook account.
What data it stores
The fr cookie stores a unique identifier tied to the visitor's browser (and, if the user is logged in, their Facebook account), used to link interactions across different websites to the advertising profile maintained by Meta. The exact value is an encoded/encrypted string specific to each browser, which cannot be interpreted directly.
Data collected through this cookie is sent to Facebook/Meta servers and may be combined with other information held by the company to build interest profiles used for ad delivery.
What it is used for
For Facebook, the fr cookie directly supports its advertising-based business model: it enables targeting ads based on user behavior across third-party sites and within the platform, retargeting (showing ads for previously viewed products), and measuring ad campaign effectiveness.
For site owners using Facebook tools (Pixel, social plugins), this cookie contributes to conversion reporting and Facebook Ads campaign optimization, but it is set by the third-party provider, not directly by the site.
Does it require consent?
- Category: marketing / advertising and tracking (third-party cookie).
- Consent required: yes. Under the ePrivacy Directive (2002/58/EC) and GDPR, marketing/tracking cookies may only be set after the visitor's explicit, prior consent.
- What the site owner should do: declare the "fr" cookie in the cookie policy, classify it correctly as marketing, and ensure Facebook scripts (Pixel, social plugin, video) do not load before consent is obtained for this category.
How to block or delete fr
A visitor can delete or block this cookie from browser settings (Chrome, Firefox, Edge, Safari – cookie management for facebook.com), use private/incognito mode, or install tracking-blocking extensions. They can also disable personalized ads directly from their Facebook account settings, although the cookie may still be set for other functions.
For site owners, blocking third-party cookies one by one isn't practical – the solution is a consent management platform (CMP) like CookieFix, which automatically prevents Facebook scripts (Pixel, SDK, social plugins) from loading until the visitor consents to the marketing category.
Frequently asked questions
It's a marketing cookie set by Facebook on the facebook.com domain, used for targeted advertising and measuring ad performance based on user behavior.
It typically lasts 3 months, after which it expires automatically, but it can be reset on a new visit to a site with Facebook integration.
It's not illegal, but it collects data for advertising tracking, which is why GDPR/ePrivacy law requires prior user consent before it can be set.
Yes, if your site uses Facebook Pixel, social plugins, or embedded Facebook video, you must list this third-party cookie in your cookie policy and obtain consent for the marketing category.