Definition
FBCLID is a click identifier appended by Meta to landing page URLs to help connect on-site sessions and outcomes back to ads.
Example
A landing page URL includes -fbclid=... so Meta can match the click to a conversion event.
How to use it
- Avoid blocking the parameter on redirects; keep the full query string intact.
- Use server-side events and deduplication if you track both pixel and server events.
- Store FBCLID only as long as needed for attribution windows.
Common mistakes
- Stripping query parameters during redirect chains and losing attribution.
- Relying on FBCLID without consistent UTMs for readable reporting.
- Treating FBCLID as a user ID instead of a click identifier.
Why this matters
This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.
Practical checklist
- Write a 1-line definition for "FBCLID (Facebook Click ID)" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Sanity-check with a related calculator from the same category on MetricKit.
- Read the related guide (e.g., UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself)) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- ROAS Calculator: Calculate Return on Ad Spend (ROAS) and estimate contribution profit after ad spend.
- Break-even ROAS Calculator: Estimate the break-even ROAS based on contribution margin assumptions.
- Target ROAS Calculator: Estimate a target ROAS to cover variable costs plus a desired margin buffer.
- Paid Ads Funnel Calculator: Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
- ROI Calculator: Calculate Return on Investment (ROI) for a campaign or project.
Guides
- UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself): A practical guide to UTMs and GA4: consistent source/medium/campaign tagging, conversion deduplication, and common attribution traps.