Facebook Landing Page Views VS Link Clicks Explained

  1. All Clicks — the total number of clicks on your ads. Unfortunately (or not), it also counts ANY actions on the ad, which means: comments, shares, post reactions, clicks to the related business page profile or profile picture, clicks to expand the media to full screen, link clicks, or clicks which can be identified as your campaign objective. They will be useful to measure engagement on ads.
  2. Link Clicks — the total number of clicks on links within the ad that lead to destinations on Facebook or off it, like YouTube videos, websites, app stores or app deep links, etc. If you also choose Instagram as a placement for ads that promote Instagram profile views, link clicks would include both clicks on the ad header and each comment that leads to the advertiser’s profile.
  3. Outbound Clicks — total numbers of clicks leading people off Facebook to external websites. What can be considered as outbound clicks are those to websites, apps in app stores and app deep links. They are the closest ones in terms of metrics to track website traffic, but the fact that they don’t capture landing page loads makes them inaccurate.
  • First, you need to go to the Facebook Business Manager and then Ads Manager account.
  • Next, from the “Campaign” table select “Columns” and drop it down. Choose “Performance”.
  • Click on “Breakdown” (next to “Columns”), drop-down and choose “Placement & Device”.
  • Now, back to “Columns”, select “Customize Columns” near the end of the list.
  • Then in this modal, type “landing page view” in the search bar to see all of the Landing Pages View metrics. You can choose from Unique, Total, Unique Cost and Cost. After selecting from them, choose “Apply”.

What are the most common causes of discrepancies

  • Accidental clicks — we all have been there, especially during mobile usage. When viewing an ad or even simply scrolling on your phone, you may accidentally click on an ad and then click back in a hurry to continue scrolling.
  • Loading takes too long — usually, people wait 3 seconds until they leave, and, what’s more, 80% of users don’t go back to a site after abandoning it. Leaving before loading is a common issue, which leaves some work resting on websites owners’ shoulders.
  • One person — multiple clicks — a Facebook Pixel usually fires per unique user, not per click. So it may not fire after every single click if one person clicks on an ad multiple times in a short period of time.
  • Clicks not leading to your site — Facebook click metrics sometimes count actions as a click, or count a click that leads to a different landing place on Facebook. This means a higher number of clicks than the actual number of landing page visits.



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