Facebook Metrics

Link clicks

Definition: This metric measures the number of clicks on links within an ad that users clicked on. The links can lead to destinations or experiences either on or off Facebook. Clicks on ads that promote Instagram profile views include clicks on the ad header or comments that lead to the business page.

How it’s used: Link clicks are one way to measure the interest that your ad generates amongst your audience. Digital advertisers have often considered click-through rate as a measure of success for an online advertising campaign.

To better understand what happens after someone clicks on your ad, you can compare link clicks to other metrics. For example, you can compare link clicks to landing page views to see how often people who clicked on your ad reached your landing page.
The metric counts link clicks on any area of the ad that link to destinations or experiences for the ad. For example a link click would be counted if someone clicked on an ad’s image or if they clicked the call-to-action button on the same ad.

These destinations may be off Facebook, or may be experiences or destinations on Facebook-owned properties. For example, they can include ad links to:

– Websites
– App store links or app deep links
– Clicks to call
– Clicks to message
– Map/direction link
– Facebook Canvas
– Facebook lead forms
– Facebook Marketplace
– Playable experiences
– Videos that launch the Watch & Browse experience
– Videos hosted by another website (including videos embedded in News Feed ads but hosted on a video platform such as YouTube or Vimeo)
– Link clicks for Instagram Profile Visits

For Instagram ads that include a button to Visit Instagram Profile, link clicks will be counted when people click on the profile name in either the header or in comments, as these lead to the same destination as the Visit Instagram Profile button.

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