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.

Recent Blogs

Linkedin Stories
Jul 21 2020 | by Santi

As we all were expecting, LinkedIn is the latest social media platform to add Stories to their platform. On June 25th, LinkedIn launched “LinkedIn Stories” for Australia and now...

All About Attribution Models
Jul 15 2020 | by Gary

One of the most challenging areas in digital marketing today is how we can account conversions to different marketing channels fairly. Why does it have to be fair? Businesses...

building_with_windows_blog_banner
Shopify SEO
Jul 1 2020 | by Stephen

Your perfectly optimised content goes here!When it comes to search engine optimisation for Shopify, by now it should be apparent that the platform is beyond helpful. In terms of...