Overview

In the Facebook Events Manager, it is possible to encounter events with a low percentage of Facebook Click IDs. This occurrence is common and should be expected, as a less than 100% Click ID value is typical.

Definition of Facebook Click ID:

A Facebook Click ID (fbclid) is a parameter appended to URLs when users click on a Facebook Ad. This unique identifier allows Facebook to trace user actions on a website back to the initial click on a Facebook Ad. For more details, refer to the Meta Documentation.

Reasons for Low Facebook Click ID Rates

Non-Facebook Traffic:

Not all website traffic originates from Facebook Ads. Users may reach the website through various other channels, such as:

• Search Engines: Users might arrive by searching for keywords related to the website.
• Direct Traffic: Users might enter the website URL directly into their browser.

Since these users did not interact with a Facebook Ad, they will not have an associated Facebook Click ID. Consequently, their actions will be tracked without a Click ID.

Event Tracking Requirements:

Facebook requires that all website events be reported back to them, regardless of whether the event originated from a Facebook Ad interaction. As a result, events without a Click ID are still sent to Facebook to ensure comprehensive tracking.

Impact of Marketing Channel Diversity:

• Diverse Marketing Channels: Merchants utilizing a wide range of marketing channels (e.g., search engines, direct traffic, other ad networks) are likely to see a lower percentage of Click IDs. This is because a significant portion of their traffic does not come from Facebook Ads.
• Exclusive Facebook Ads: Merchants who rely solely on Facebook Ads for marketing will typically observe a higher percentage of Click IDs. This is because the majority of their traffic will have interacted with Facebook Ads.