The Landing Page Views metric is different from Link Clicks in that it requires the webpage or Instant Experience to fully load, meaning a user does not click and then immediately leave the page. To better understand what happens after someone clicks on your ad, you can compare Link Clicks to other metrics, such as Landing Page Views.

While the Link Clicks metric doesn’t necessarily take into account the quality of traffic, it can give you a good idea of overall engagement with your ad. How It’s CalculatedĪny time a user clicks on any area of the ad that links to destinations or experiences, a Link Click is triggered. This means if one single user clicks an ad five separate times, five Link Clicks will be recorded. Link Clicks are basically an aggregate total of all clicks on an ad from all time. Perhaps the most simple type of click, Link Clicks refers to the number of clicks on links within an ad that led to destinations or experiences on or off Facebook. Here are a few essential click metrics to get you started.

So which click metrics should you monitor? That depends on your specific campaign and overall digital marketing goals.

In some cases, a “See More” option will appear, linking to an in-depth explanation of the metric. You can find out what these click metrics mean and how they are calculated in Facebook by hovering over the metric in Ads Manager. Here, you’ll see terms like Link Clicks, Outbound Clicks, Unique Clicks, Click-Through Rate, and others.

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