Do you understand the difference between the four types of Facebook ads clicks? Most advertisers don’t.
1. The Clicks (All) metric includes all clicks on your Facebook ad (link clicks, clicks on media, post reactions, comments, shares, and more). More is what it sounds like. It includes The link click metric measures all clicks on links that drive users to properties on and off of Facebook. More to your website, but it also includes all of the clicks on your ads like comments, shares, reactions, and more. You’ll get the most of these.
2. Link Clicks is a bit misleading. Yes, it includes clicks on links to your website, but it also includes clicks on A call-to-action is a button or link on your ad that suggests the action you want your audience to take. Examples: "Learn More" or "Sign Up." More buttons, clicks to Shops, lead forms, Marketplace, and playable experiences, like videos. You should not use Link Clicks 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 when measuring your ability to send traffic to your website.
3. Outbound clicks measure the number of clicks on ads that take people to properties away from Facebook. More may be the most underused metric. Most advertisers don’t even know it exists, but it may actually be the best solution for measuring traffic from your ad to an external app or website. This only includes clicks on links that take people outside of Facebook (or the Meta family of apps).
4. 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 require you have the pixel installed to optimize for it. It measures the number of times someone clicked a link in your ad and led someone to your website, where the pixel and page loaded. This wouldn’t work, of course, for a website you don’t control (Amazon). And this also strangely includes Instant Experience.
Have you been using these properly?