Overview

This document addresses a recent issue related to Facebook Pixel and Conversion API (CAPI) integrations, specifically concerning the handling of URL query parameters. If you have been receiving messages on Facebook that look similar to the examples provided, it is important to understand that these messages are not indicative of an issue with your Facebook Pixel or CAPI integration itself.

Facebook Pixel URL Reporting

Standard URL Reporting:

• The majority of Facebook Pixel integrations require the inclusion of the Page URL in the data sent to Facebook. This Page URL is transmitted exactly as it appears in the browser's address bar.
  • (See Figure 1)

_Figure 1_

Query Parameter Inclusion:

• Many third-party applications or marketing tracking tools, such as affiliate programs, append query parameters to URLs. These parameters might look like this:
• When these query parameters are included in the URL, they are sent along with the data to Facebook. This is standard behavior, but it has recently been observed that Facebook is reporting on these query parameters.
  • (See Figure 2)

_Figure 2_

Issue Identification:

• Facebook has started reporting on URL query parameters included in the Page URL data. This behavior appears to be new, although the practice of appending query parameters to URLs is not.

Potential Impact:

• Facebook may begin enforcing stricter requirements on how URLs are reported. It is possible that they will require brands to strip query parameters before sending the data to Facebook. This could impact how data is tracked and reported, potentially affecting marketing analytics and attribution.

Current Limitations

Pixel Integrations and URL Customization:

• Current native Pixel integrations (e.g., those used by platforms like Shopify or Google Tag Manager) automatically capture and send the Page URL, including any query parameters. These systems do not provide the functionality to customize or modify the URL before it is sent to Facebook.

Workaround Status:

• At this time, there is no available method to modify or strip URL query parameters from data sent to Facebook when using these native Pixel integrations. As such, any third-party services that include query parameters in URLs will have those parameters included in the data sent to Facebook.

Next Steps and Updates

We are actively monitoring the situation and will provide updates as more information becomes available. If Facebook enforces new requirements regarding URL reporting, adjustments may be needed in how data is handled and reported.

For now, no modifications can be made to address the inclusion of query parameters in URLs from third-party services within current integration setups.