fbclid
Also called Facebook Click Identifier.
Meta's click identifier, appended to the landing page URL when someone arrives from a Facebook or Instagram ad. Meta's equivalent of a GCLID.
Why it matters
The same first link in the same chain, and it breaks in the same six places. An advertiser running both channels usually fixes capture for one and forgets the other.
What goes wrong
Meta leans harder on hashed first-party data than Google does, so a missing fbclid is less immediately fatal than a missing gclid. It is still the strongest single signal, and the fix is the same hidden field on the same form.
How to check it on your own account
Look for an fbclid column in your CRM. Most implementations capture gclid and nothing else, because the developer was handed one ticket.
Next to this
- GCLIDGoogle AdsThe identifier Google appends to your landing page URL when someone arrives from an ad and auto-tagging is on.
- ttclidTikTokTikTok's click identifier, carried on the landing page URL from a TikTok ad and used to attribute a later server-side event back to the click.
- Conversions APIMetaMeta's server-to-server route for sending events, used alongside or instead of the browser pixel.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.