• Marketing

Does Your Company Advertise on Facebook? Get the Facts About Facebook LDU, Retargeting & CCPA


Are you advertising on Facebook and are confused by its “Limited Data Use” feature? Check out our latest infographic to get a clear picture of what this means for your retargeting efforts and for tips on achieving or maintaining CCPA compliance.

Why Did Facebook Release LDU?

  • Facebook’s new “Limited Data Use” (LDU) feature helps businesses limit the use of California residents’ personal data in order to comply with the California Consumer Privacy Act (CCPA)
  • LDU allows businesses to exercise more control over how their data is used in Facebook’s systems

How Does This Work With Pixels?

  • By using Facebook LDU, advertisers are able to specify which data should be subject to the protections of the CCPA
  • LDU automatically detects if a Facebook user is located in California and then limits the way their user data can be processed and stored
  • Detecting if a user resides in California is done through a modification to the Facebook PageView pixel

How Does This Affect Retargeting?

  • The new “Limited Data Use” (LDU) will most significantly affect companies that purchase Facebook ads and LDU will also affect the associated marketing performance of those advertisements
  • The major effect of LDU is on Facebook retargeting, which is the process that a company uses to find people who have visited the company’s website and then used the visitor’s information to find their Facebook profiles.
  • When LDU is enabled, detecting if a Facebook user resides in California is done through a modification to the Facebook PageView pixel
  • This means that if a California user “opts-out” of being tracked, under the CCPA, businesses cannot include California Facebook users in a behavioral (website pixelbased) retargeting campaign

How Are Cookies Involved?

  • When a user visits a website, most companies collect personal information via the use of technologies, such as cookies, to improve the website experience and retarget visitors
  • Companies that advertise on Facebook can use the Facebook Business Manager to implement a Facebook PageView pixel to begin collecting data for future retargeting
  • CCPA compliance is focused on empowering users to “opt-out” of tracking so it’s imperative for businesses to implement a cookie consent banner that gives the user the option to “opt-out” of having their information “sold”

What Is the Sale of Data Under CCPA?

  • The sale of personal information under CCPA is defined as transferring data to another business or third party for value, whether monetary or not
  • Under CCPA, users have the right to opt-out of the sale of personal information at any time
  • Implementing a Facebook PageView pixel on a company’s website in order to begin collecting data for future retargeting establishes a process for the company and Facebook to sell a user’s personal information since data is transferred between the two companies for retargeting purposes

Achieve CCPA Compliance Quickly

  • Implement a consent management platform that gives users a choice to “opt-out” of tracking
  • Provide a compliant “Do Not Sell” experience that builds consumer trust
  • Enable the LDU feature for users who “opted-out,” which stops the Facebook pixel from firing

Learn more