Overview

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

Definition of Meta (Facebook) Click ID:

A Meta (Facebook) Click ID (fbclid) is a parameter appended to URLs when users click on a Meta (Facebook) Ad. This unique identifier allows Meta (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 Meta (Facebook) Click ID Rates

Non-Meta (Facebook) Traffic:

Not all website traffic originates from Meta (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 Meta (Facebook) Ad, they will not have an associated Meta (Facebook) Click ID. Consequently, their actions will be tracked without a Click ID.

Event Tracking Requirements:

Meta (Facebook) requires that all website events be reported back to them, regardless of whether the event originated from a Meta (Facebook) Ad interaction. As a result, events without a Click ID are still sent to Meta (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 Meta (Facebook) Ads.
• Exclusive Meta (Facebook) Ads: Merchants who rely solely on Meta (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 Meta (Facebook) Ads.