Understanding l.facebook.com and lm.facebook.com: The Facebook Link Shim Explained

The emergence of l.facebook.com and lm.facebook.com as traffic sources in your analytics is closely tied to how Facebook manages link redirection. These domains are part of Facebook’s Link Shim, a system designed to ensure user security while providing valuable analytics data. This article delves into the roles these domains play, their purpose, and why they are significant for digital marketers.

What Are l.facebook.com and lm.facebook.com?

Understanding the Referral Sources

When users click on links shared on Facebook, they may be redirected through l.facebook.com or lm.facebook.com. Here’s a closer look at each:

  • l.facebook.com: This domain appears when a link is clicked from the desktop version of Facebook. This includes users accessing Facebook through desktop browsers or tablets.
  • lm.facebook.com: This domain is used when users click links from the mobile version of Facebook. It primarily serves mobile app users and mobile browsers.

Both domains redirect users to the intended external sites while masking the original referral data.

Enhancing Security and Privacy

Link Shim serves multiple essential functions:

  1. Protecting Users from Malicious Links: The primary goal of Link Shim is to protect users from potentially harmful websites. By routing links through its servers, Facebook can check for malicious content before redirecting users to the final destination.
  2. Maintaining Privacy: By using Link Shim, Facebook obscures the original referrer data. This helps prevent third-party sites from accessing potentially sensitive user information when they click on links.
  3. Providing Accurate Analytics: Link Shim ensures that referral data from Facebook remains accurate. If a user is redirected from a secure HTTPS page to an insecure HTTP page, Link Shim helps maintain clarity in analytics reporting.

Analyzing the Rise of l.facebook.com and lm.facebook.com

Increased Referral Traffic

Recently, many websites have noticed a surge in referral traffic from l.facebook.com and lm.facebook.com, compared to the traditional facebook.com and m.facebook.com. This increase has sparked discussions across various online platforms.

While Facebook has not issued an official statement regarding these changes, it’s likely that these new subdomains are part of an upgrade to their Link Shim system. This may mean that more Facebook traffic will eventually be funneled through these domains.

Common Misconceptions

There are some misconceptions regarding the traffic coming from these new domains. Some blogs have suggested that users arriving via l.facebook.com or lm.facebook.com may receive warnings about malicious content. However, based on user experience, these warnings do not consistently appear and are unlikely to correlate with these subdomains.

Impact on Google Analytics

If you run Facebook campaigns and track traffic through Google Analytics, understanding Link Shim is crucial. When you see traffic labeled as l.facebook.com/referral or lm.facebook.com/referral, it indicates that the Link Shim process was activated.

To make analyzing this data easier, consider consolidating all Facebook traffic sources into one category. Here’s how to streamline your Google Analytics reports:

  1. Log in to Google Analytics.
  2. Go to Admin settings.
  3. Under the “View” column, select Filters.
  4. Click on +Add Filter.
  5. Fill in the required fields:
  • Filter Name: Choose a relevant name.
  • Filter Type: Select Custom.
  • Filter Subtype: Choose Search and Replace.
  • Filter Field: Campaign Source.

By implementing this filter, you can group all Facebook traffic, including that from l.facebook.com and lm.facebook.com, under a single source, simplifying your analysis.

Conclusion

Understanding l.facebook.com and lm.facebook.com and their connection to Facebook Link Shim is vital for digital marketers seeking accurate data from their Facebook campaigns. With these insights, you can better analyze your traffic sources and enhance your marketing strategies.

If you have further questions about Link Shim or need assistance navigating your analytics, feel free to reach out! We’re here to help you make sense of your data and optimize your marketing efforts.