Facebook Tag Sync

What is Facebook Tag?

Facebook Tag is a component of the Meta (formerly Facebook) advertising ecosystem that enables advertisers to track user activity across websites for improved ad targeting and conversion tracking. It utilizes identifiers like _fbp and _fbc to associate user interactions with Facebook campaigns. By firing match pixels with specific tag IDs, Facebook Tag helps advertisers build custom audiences, measure ad effectiveness, and optimize ad delivery based on user behavior.


Product Type: Advertising
Integration Type: ID Sync


Capabilities

  • Fires a match pixel using Facebook Tag ID and hashed user identifiers.
  • Sets _fbp and _fbc cookies to track users across sessions and measure conversions.
  • Suppresses repeat syncs using a 90-day marker to limit redundant pixel fires.
  • Supports multiple tag IDs to trigger additional pixel requests.
  • Adds identifiers to server-side events for targeting and attribution in Facebook Ads.

Considerations

  • The sync re-fires whenever an identity call is made, if the Fire On ReSync option is enabled.

Sync Details

IDs:

  • _fbp – Facebook browser ID used to distinguish users and deliver personalized ads.
  • _fbc – Facebook click ID that captures click-through data from Facebook ads for attribution.

Description:

  • The sync fires a match pixel using the Tag ID and hashed Match ID.
  • Explicit cookies _fbp and _fbc are set to persist identifiers for 90 days.
  • A sync completion marker (*_facebookTag_sync) is stored to suppress duplicate pixel fires.
  • Extra tag IDs, if provided, trigger additional pixels with unique sync markers.
  • Identifiers are added to server-side payloads for ad targeting and campaign measurement.

Server-side Event Payload:

Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload:

{
  "facebookTag": {
    "_fbp": "string",
    "_fbc": "string"
  }
}

Cookie Name:

  • Cookie: _meta_facebookTag__fbp, _meta_facebookTag__fbc
  • IndexedDB: [your storage prefix]_facebookTag__fbp, [your storage prefix]_facebookTag__fbc
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Gather Credentials

To configure this sync, you will need your Facebook Tag ID(s). These can be obtained from your Facebook Business Manager account:

  • Navigate to Events Manager in Facebook Business Manager.
  • Select your pixel from the list of data sources.
  • Copy the Pixel ID, which will be used as the Tag ID in MetaRouter.
  • If you plan to use multiple pixels, repeat the process to gather each additional Tag ID for the Extra Tag ID(s) field.

2. Add a Facebook Tag Sync in MetaRouter

To trigger the Facebook match pixel and capture identifiers like _fbp and _fbc, you must add a Facebook Tag sync.

  1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three-dot dropdown and select “Build AJS File.”
  2. In the Identity Syncs section, select the Facebook Tag sync.
  3. Fill out the following fields:
    • Tag ID – Required. The primary Facebook tag ID for pixel calls.
      Example: "2613697438875023"
    • Extra Tag ID(s) – Optional. Additional tag IDs to trigger extra pixel requests.
      Format: JSON array
      Example: ["265760768591182", "359422874701700"]
    • Fire On ReSync – Required. Determines if the sync should re-fire on identity calls.
      Format: true or false
  4. Scroll down and click the Save and Build File button.
  5. Deploy your AJS file to propagate changes to your web property.

What’s Next

If applicable, proceed with setting up your Meta CAPI Starter Kit.