Blog

Notes from the tag layer

Tracking mechanics, platform quirks, and the fixes that ship to every licensed site — written while building attribution on real client accounts.

August 21, 2026

Common misconceptions around Meta cookies: how MTK solves this→

Almost everyone believes fbclid and _fbc only appear on ad clicks. They don’t — Meta puts them on organic links too, which quietly inflates Paid Social in every tool that treats them as proof of an ad. Here’s what actually sets them, and how MTK Attribution gets paid attribution right.

Looking for the longer explainers? Resources collects the deep dives on how attribution works — and breaks.