Here’s how I create a custom Facebook ads metric for Quality Click Rate.
First, it’s important to understand that Outbound clicks measure the number of clicks on ads that take people to properties away from Facebook. More are the clicks on your ad links that lead away from Facebook (usually to your website). This is the pool we’re pulling from.
Next, we want to be sure that a high percentage of those who click our ad link actually load the page (and pixel) on our website. This is a Landing Page View.
So, your Quality Click Rate is the percentage found when dividing the 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 by the Outbound Clicks. You should find your own benchmarks here. But I’ve found that anything under 70% is bad, and I want to get something at least in the 80s.
Like always, feel free to experiment with your own custom metrics. But this is one I focus on.