The purpose of an online advertising campaign is to drive traffic to your website. Once a campaign is launched on Facebook and optimized for link clicks in order to increase traffic, a report will be run to measure its efficacy. Your numbers may show a significant discrepancy between the Facebook link clicks and actual website visits (Facebook Pixel Fires). If you are wondering why this happened, you need to understand the following.
What is a link click?
A link click simply means that a person clicked a link in your ad. When you have more link clicks than landing page views, the extra clicks represent those people who clicked your ad but left before your website loaded.
What is a landing page view?
A landing page view is when someone lands on your ad’s destination URL also known as a landing page after clicking a link in your ad. This lets you know how many times people clicked on your ad and loaded your website.
Why are my link clicks more than my landing page views?
These are a few reasons why it may happen:
- The ad was clicked on by mistake by the person viewing it. They press back before the page loads.
- The page took too long to load and the person closed it before it finished loading. People usually don’t wait more than 3 seconds.
- The link was clicked on multiple times by the same person.
- The click did not lead to your site but to a different landing page.
When you are looking at the metrics it is important to measure the Landing Page Views to understand how many people reached your website. Especially if increased traffic is the goal of your campaign, optimize your landing page views.
What are the click metrics that Facebook provides?
This is the total number of clicks on your ad and includes any action that was taken on the ad, for example, comments, shares, post reactions, profile picture, clicks to expand media to full screen etc. This metric is useful to measure engagement on ads.
This is the metric that lets you know the total number of clicks on links within the ad that lead to destinations on Facebook, Youtube, websites, app stores etc. If Instagram was also chosen in your ads, link clicks would include these clicks as well.
These are the total number of clicks leading people to external websites and off Facebook. They consist of links to websites, apps in app stores, and app deep links. These clicks are the closest representation of website traffic, however, they don’t capture landing page loads so are not exactly accurate.
Why should you use Landing page views to analyse traffic?
As mentioned earlier, Landing Page Views is the closest metric you can use in Facebook Ads manager reporting to let you know how many times people clicked on an ad and loaded your website. When you compare it to link clicks, you will know how many people clicked on your ad but left before your webpage loaded. This also helps you understand the discrepancies between the metrics on Facebook landing pages and link clicks.
The most important takeaway is that Landing page views is the metric to use to get a clear understanding of how effective your ads are at driving people to your website.
Do you need help with launching and analysing the effectiveness of your ads on Facebook? We at The Social Expansion Project help businesses with their marketing strategies and goals. You can request your free, no-pressure consultation here.