Last week, I ran a test to compare the costs associated with driving quality traffic to a blog post based on different optimization:
1. The link click metric measures all clicks on links that drive users to properties on and off of Facebook. More
2. Landing Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More
3. Quality Visitor Custom Event
The Quality Visitor event fires when someone stays on a page for at least 2 minutes and scrolls at least 70% down the page.
While The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More for Quality Visitor was clearly the most effective, some suggested that I should have only used the highest-performing placements.
So, I ran a second test. Everything was the same, but this time I only used News Feed.
While CTR dropped and both CPM measures the cost per 1,000 impressions. It's a good metric to evaluate competition level and costs to reach your audience. More and Facebook reports on CPC (All) and CPC (Link Click). The first refers to all clicks and the second on all internal and outbound links. More went up as expected, the same optimization came out on top. While the gap closed some, it still wasn’t close.