[kees99]

I wonder why would fb move away from the well-established utm [1] link parameters to this? From the article, I can't see any functional difference.

[1] https://en.wikipedia.org/wiki/UTM_parameters

[lmkg]

Web marketing analyst here.

UTM parameters tag campaigns at the aggregate level, to be used for reporting. The fbclid is almost-certainly unique to the click. While you could make, e.g., utm content unique per-click that's not what it's for. Anything in a UTM parameter is intended to be human-readable, and will almost certainly appear as-is in a report somewhere. Click ID parameters are internal IDs used to join data sources, which is not the type of data that should go into UTM parameters.

Note that Google Analytics, the tool that invented UTM parameters, itself does not use UTM parameters when it does this sort of thing. Google Analytics uses the gclid (AdWords) or dclid (DoubleClick) to join against user or click level data from other tools.

[soared]

UTM are used for a website's own anayltics while fbclid will link users actions on a website to advertising done on facebook and report on it within fb. UTMs just track where a user came from, fbclid will track who a user is and match it back to fb ads.

[ryanworl]

Many links will already been submitted with UTM parameters and replacing them may have unintended side effects.

[lolc]

First time I read about UTM. It looks like those parameters are used to track ad campaigns. They provide metrics over which campaign works best.

The "fbclid" parameters on the other hand seems intended to track individual clicks. That is, Facebook wants to keep tracking individuals when they follow links to off-site pages.

[tomnipotent]

It's no different than what every other major player is already doing, they're just now catching up.

[lolc]

I'm not aware of this, but maybe I'm behind the curve? Are you saying that if somebody posts a link on Twitter, that link gets a tracking-parameter appended when people click through? Ar what is it they ar all doing?