fbp/fbc Handling & Deduplication

Overview

When installing the META connector, META recommends a deduplicated setup that runs both client‑side and server‑side tags. This introduces a configuration challenge: you must keep the fbp (Browser ID) and fbc (Click ID) values consistent across client and server executions for reliable attribution and event deduplication.

JENTIS simplifies this by automatically extracting META’s client‑side identifiers and persisting them as first‑party, server‑set cookies on your JENTIS first‑party subdomain. This design minimizes loss due to browser tracking prevention and ensures stable deduplication between browser and server events.

Why this matters

• Tracking prevention: fbp/fbc created by META JS are regular JavaScript cookies and are therefore impacted by ITP/ETP and similar browser restrictions.

• Consistency for deduplication: Using the same identifiers for both client and server paths is required so META can deduplicate events correctly.

• Longevity: Moving identifiers into first‑party, server‑set cookies extends their survivability under modern browser policies.

How JENTIS handles fbp / fbc

1. META JS creates browser cookies fbp and fbc on your website (per META’s standard behavior).

2. JENTIS extracts these values on the client.

3. JENTIS re‑writes and persists them as first‑party, server‑side cookies via your JENTIS first‑party subdomain:

   • jts-fbp (First‑party persisted Browser ID)

   • jts-fbc (First‑party persisted Click ID)

4. The server‑side META connector reads the same values to keep browser and server events aligned.

Note Creation of fbp and fbc by META JS is not controlled by JENTIS. JENTIS only extracts and upgrades them into durable, first‑party cookies (jts-fbp, jts-fbc).

Default behavior at a glance

Source	Reads	Writes	Purpose
META JS (client)	–	fbp, fbc	Default META identifier creation (impacted by tracking prevention)
JENTIS (client)	fbp, fbc	–	Extract values set by META JS
JENTIS (server, first‑party subdomain)	–	jts-fbp, jts-fbc	Durable first‑party persistence to overcome tracking prevention
META Connector (server)	jts-fbp, jts-fbc	–	Consistent IDs for deduplication with browser events

Recommended installation (deduplicated)

Use both client‑side and server‑side execution for META.

• Client‑side: META JS runs and sets fbp/fbc.

• Server‑side: JENTIS persists identifiers as jts-fbp/jts-fbc and uses them in server events.

• Outcome: Browser and server share the same IDs → correct deduplication and higher stability under tracking prevention.

Tip Ensure your JENTIS first‑party subdomain is properly configured. This is required for setting jts-fbp/jts-fbc cookies from the server.

Server‑side–only setups

If you run META only server‑side, configure variables that replace the role of the browser cookies.

JENTIS variables involved

• Browser‑ID (Facebook) Maintains a persistent Browser ID in the JENTIS storage and exposes it for server‑side META events. Typically mapped to jts-fbp.

• Click‑ID (Facebook) Captures fbclid from the URL parameter and persists it in JENTIS storage. Typically mapped to jts-fbc.

What to configure

1. Persist a Browser ID even without META JS:

   • Use Browser‑ID (Facebook) to generate or retrieve a stable identifier and store it in JENTIS storage (first‑party).

   • Expose it as the value for fbp (server‑side).

2. Capture and persist Click ID:

   • Use Click‑ID (Facebook) to read the fbclid query parameter when present.

   • Store it in JENTIS storage for reuse across subsequent hits.

   • Expose it as the value for fbc (server‑side).

Important In server‑side–only mode, do not rely on client cookies. Your JENTIS variables must source, persist, and expose both IDs fully on the server path.

Configuration steps (checklist)

1. First‑party subdomain active Verify your JENTIS first‑party subdomain is live and can set cookies (required for jts-fbp, jts-fbc).

2. Enable META connector Configure the META connector in JENTIS and map parameters for fbp and fbc to the JENTIS variables below.

3. Map variables

   • fbp ⇢ Browser‑ID (Facebook) (reads from jts-fbp or generates/loads from storage)

   • fbc ⇢ Click‑ID (Facebook) (parses fbclid and persists to jts-fbc/storage)

4. Client + Server (recommended) Keep META JS active on the site; let JENTIS upgrade to first‑party cookies for resilience.

5. Server‑only (optional) If no client META JS is present, ensure both variables are configured to create/persist IDs without browser cookies.

Event deduplication notes

• META deduplication relies on matching identifiers sent from the browser and server.

• With JENTIS, jts-fbp and jts-fbc ensure the same values are available on both paths.

• For best results, always send both fbp and fbc when available.

Troubleshooting

• fbp/fbc missing in server calls Check variable mappings in the META connector. Ensure Browser‑ID (Facebook) and Click‑ID (Facebook) are enabled and resolving values.

• Values reset or frequently changing Confirm that cookies are set from the JENTIS first‑party subdomain and not blocked by domain/path/consent scope.

• No fbclid captured Verify campaign links include the fbclid parameter and that the Click‑ID (Facebook) variable is configured to parse and persist it.

References

• META documentation: fbp and fbc parameters https://developers.facebook.com/docs/marketing-api/conversions-api/parameters/fbp-and-fbc/

FAQs

Do I need both fbp and fbc? Use both when possible. fbp identifies the browser; fbc ties to the click. Together they improve attribution and deduplication.

Can JENTIS stop META JS from creating fbp/fbc? No. META controls client‑side creation. JENTIS reads those values and persists them first‑party.

What happens without META JS? Use server‑side only mode: configure Browser‑ID (Facebook) to generate/persist a stable browser identifier and Click‑ID (Facebook) to capture fbclid.

Will this work under ITP/ETP? Yes, the goal of jts-fbp/jts-fbc is to improve survivability via first‑party, server‑set cookies.