What is fbclid?

Who adds it

Meta adds it to the website URL when someone clicks an ad on Facebook or Instagram. Meta calls it the ClickID.

What it means

The visit came from a Meta ad click, and the value lets Meta match later conversions back to that click. The referrer for the same visit is usually l.facebook.com, lm.facebook.com or l.instagram.com.

What to do with it

Meta's Pixel stores it in the _fbc cookie, and Conversions API setups read it from the URL. Safari's private browsing blocks known tracking query parameters, so some visits arrive without it.

How Vireo shows it

Vireo doesn't store click IDs, in the free plugin or in Pro.

In the free plugin, Vireo drops the query string from page addresses, keeping only a few WordPress ones such as p and page_id, so a tagged URL counts as the same page as the untagged one. The visit is counted under the referrer it arrived with.

See Referrers and sources in the docs.

Sources

ClickID is a Meta-generated parameter that is passed with the URL of an advertiser’s website when a user clicks an ad on Facebook and/or Instagram.

ClickID and the fbp and fbc Parameters - Meta for Developers

Example URL with ClickID: https://example.com/?fbclid=IwAR2F4-dbP0l7Mn1IawQQGCINEz7PYXQvwjNwB_qa2ofrHyiLjcbCRxTDMgk

ClickID and the fbp and fbc Parameters - Meta for Developers

Blocking for known tracking query parameters in links.

WebKit Features in Safari 17.0 - WebKit