It's not a leftover – the core premise of how these scripts work use the exact same principle. Even when using the JS tracking library, if you look at the network calls to Facebook after the initial script download, they're all hits to https://www.facebook.com/tr/ with the metadata for the call in query parameters and a return an image content type (image/gif).
As I mentioned in my original comment, the tracking scripts are more than just generator functions for the image pixels. They also do stuff like browser fingerprinting and cookie management[1], and ensure these things get tacked onto generated pixel calls. This improves the fidelity of the data sent back to Facebook, but ultimately it all boils down to image calls with tracking data tacked on as query parameters to the call.
The reason Facebook (and others) don't recommend doing this is because
– As you mentioned, they have way more freedom to do what they want on the page when you load their actual script. So of course that's going to be their preference.
– Advertisers use these pixels for attribution purposes, but ad networks also use the opportunity to further fingerprint and profile users for targeting within their platform.
– The tracking script abstracts away the actual tracking protocol being used (i.e. the query parameters and their associated values). Which helps ensure calls are made correctly, as well as provides flexibility to make changes in the underlying protocol while retaining a stable interface via the JS SDK.
- Takes care of things like generating a unique user id, looking for and saving Facebook Click IDs when seen on incoming traffic, and tacking those values onto pixel calls when they occur.
Any user ID can actually be used, so long as it's unique (and Facebook's methodology is documented and easily replicated in [1], if you want to be consistent with the SDK). And persisting a query parameter into a cookie is actually more robust if done by a first-party script, since ITP has made the lifespan for cookies written by third-party scripts so short.
As long as your custom image generator accounts for those two components (generates a client id if none exists and persists + includes a fbclid if seen on incoming traffic), you will get close to parity with the JS tracking library as far as attribution in Facebook Ads without any need to load third party scripts from Facebook (or other advertisers). Which, as an advertiser, is the only part that you care about. What isn't at parity is all of the secondary fingerprinting that ad networks do, but that's the ad network's problem and preventing that shady shit from happening on your site is the precise reason you'd want to roll your own tracking calls to begin with.
As I mentioned in my original comment, the tracking scripts are more than just generator functions for the image pixels. They also do stuff like browser fingerprinting and cookie management[1], and ensure these things get tacked onto generated pixel calls. This improves the fidelity of the data sent back to Facebook, but ultimately it all boils down to image calls with tracking data tacked on as query parameters to the call.
The reason Facebook (and others) don't recommend doing this is because
– As you mentioned, they have way more freedom to do what they want on the page when you load their actual script. So of course that's going to be their preference.
– Advertisers use these pixels for attribution purposes, but ad networks also use the opportunity to further fingerprint and profile users for targeting within their platform.
– The tracking script abstracts away the actual tracking protocol being used (i.e. the query parameters and their associated values). Which helps ensure calls are made correctly, as well as provides flexibility to make changes in the underlying protocol while retaining a stable interface via the JS SDK.
- Takes care of things like generating a unique user id, looking for and saving Facebook Click IDs when seen on incoming traffic, and tacking those values onto pixel calls when they occur.
Any user ID can actually be used, so long as it's unique (and Facebook's methodology is documented and easily replicated in [1], if you want to be consistent with the SDK). And persisting a query parameter into a cookie is actually more robust if done by a first-party script, since ITP has made the lifespan for cookies written by third-party scripts so short.
As long as your custom image generator accounts for those two components (generates a client id if none exists and persists + includes a fbclid if seen on incoming traffic), you will get close to parity with the JS tracking library as far as attribution in Facebook Ads without any need to load third party scripts from Facebook (or other advertisers). Which, as an advertiser, is the only part that you care about. What isn't at parity is all of the secondary fingerprinting that ad networks do, but that's the ad network's problem and preventing that shady shit from happening on your site is the precise reason you'd want to roll your own tracking calls to begin with.
[1] https://developers.facebook.com/docs/marketing-api/conversio...