Visão Geral
Meta's advertising tag for tracking user actions and sending conversion data to Facebook, Instagram, and WhatsApp. Enables retargeting, lookalike audiences, and conversion measurement. The Conversions API (CAPI) offers a server-side complement. One of the most scrutinised advertising tags in the EU following multiple DPA enforcement actions.
Capacidades de Detecção
- Signature count
- 4
- Detection methods
- network
Impacto no Desempenho
Impacto no Desempenho
- Tamanho do script
- 60 KB
- Requisições por página
- 4
Erros Comuns
- 1 Firing the pixel on page load without consent - the PageView event transmits the full URL and cookies to Meta immediately
- 2 Passing PII in custom event parameters without hashing - violates Meta's terms and creates a data breach risk
- 3 Not implementing the Conversions API, leading to data loss from ad blockers and ITP restrictions
- 4 Using Advanced Matching without understanding it sends hashed PII to Meta, requiring additional GDPR consent
- 5 Failing to enable Limited Data Use mode for California users, required for CCPA compliance
Considerações de Conformidade
Sets cookies (_fbp, _fbc) and transmits browsing behaviour to Meta servers in the United States.
Consent: Explicit consent required under GDPR. Multiple DPA enforcement actions - Belgian DPA fined IAB Europe (Feb 2022), Irish DPC fined Meta EUR 390M (Jan 2023) for behavioural advertising legal basis.
International transfers: EU-US Data Privacy Framework provides a mechanism - verify Meta's DPF self-certification status.
Advanced Matching & CAPI: Both involve additional personal data processing requiring separate disclosure in your privacy notice.
CMP configuration: Categorise under advertising/marketing consent and block until explicit consent is granted.
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