What is the tr cookie?
The tr cookie is placed by Facebook (Meta Platforms) when a website integrates the Meta Pixel or other Facebook tracking tools, such as social sharing buttons, embedded videos, or comment widgets. It is not set directly by the host website but by Facebook scripts loaded on the page.
It typically appears as soon as the Meta Pixel code executes in the browser, often on page load or when a visitor interacts with a Facebook-connected element, even if they have no Facebook account or are not logged in.
What data it stores
The tr cookie is a session cookie (it expires when the browser closes or after a short interval) and is associated with sending tracking events (pixel tracking) to Facebook's servers. The exact value format is not publicly documented by Meta and may vary.
Data collected through this mechanism generally includes information about the page visited, user actions on the site, and identifiers that can be matched to an existing Facebook account in the same browser. This information is sent to Facebook/Meta infrastructure, potentially including transfers outside the European Economic Area.
What it is used for
For Facebook, this cookie is part of its advertising measurement infrastructure – it helps track conversions (for example, a purchase made after a user saw an ad on Facebook) and build audiences for retargeting.
For the website operator, this data enables evaluation of Facebook/Instagram ad campaign performance and optimization of marketing spend by targeting users with behavior similar to those who already converted.
Does it require consent?
The tr cookie falls under the marketing (advertising/tracking) category and, under the ePrivacy Directive (2002/58/EC) and GDPR (Regulation 2016/679), requires prior consent from the visitor before being set.
- Website operators must disclose this cookie in their cookie policy, including the provider (Facebook/Meta), category, and duration.
- The Meta Pixel should only load after explicit consent is obtained, not by default or via opt-out.
- It is advisable to document the legal basis for data transfers to the US, in line with GDPR requirements on international transfers.
How to block or delete tr
A visitor can manually delete or block this cookie via browser settings (Chrome, Firefox, Edge, Safari – per-site cookie management), use tracker-blocking browser extensions, or enable private browsing mode. Blocking at the browser level does not, however, prevent other tracking methods used by Facebook.
For website operators, the most effective approach is blocking the Meta Pixel script until consent is obtained, using a consent management platform such as CookieFix, which automatically prevents marketing scripts from loading until the visitor gives their consent.
Frequently asked questions
It is not technically harmful, but it is a tracking tool that collects behavioral data for advertising purposes, which is why it falls under GDPR and requires consent.
It usually appears because the site includes a „Like” button, an embedded Facebook video, or another Meta widget, not necessarily because the operator explicitly installed the Meta Pixel.
It is a session cookie, so it typically expires when the browser is closed, unlike other persistent Facebook cookies such as „_fbp” or „fr”.
Not separately — it falls under the marketing/advertising category in the consent banner, and the visitor must explicitly accept that category before the Facebook script loads.