What does total clicks mean on Facebook?

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.

Link Clicks: The number of people who clicked on your ad and were directed to your website. Generally, Link Clicks can be used to measure the success of an ad or Facebook post if your goal is to drive more traffic to your website. However, it’s important to note that measuring success for this metric encourages users to click off of the Facebook app and onto a different website. If you’re looking for more engagement, followers, comments, or just awareness on Facebook then this metric will not properly measure your campaign’s success. 

Clicks (All): The number of interactions with your ad, such as clicking to read more, commenting, reacting to the post, and more. While this metric might seem misleading, as it includes all interactions with your content as a “click”, it can be very insightful for gauging your ad’s success. If you’re seeing a lot of clicks on your ad but no “link clicks” then that can indicate your call to action needs to be improved or revised. Try looking at the breakdown dimensions of your ad’s primary text to see which copy variations are getting the most clicks but also getting a fair amount of link clicks. This can help you better understand how to optimize your ad’s text and even refine your targeting based on the results. 

Unique CTR (Link): The percent of people who saw your ad and clicked over to your website. Unique clicks divided by unique impressions. This metric is preferred over CTR (All) because CTR (All)  includes all actions taken on the ad, including link clicks, Facebook Page views, post reactions or comments, and more. When measuring your link click performance, advertisers are more focused on the rate of link clicks to the website where the desired conversions are located.

Results: The number of times your ad achieved the desired outcome of your campaign marketing objective, i.e. traffic, conversions, ThruPlays, lead form fills, etc. You can create new results by building events in Facebook tracking pixel. These events can measure registrations on your website, purchases, donations, and even engagement. Be sure to use results as a measurement for success if you want users to take action on your website. You can also change the attribution window for these results so if a user sees your ad and then converts you can know whether your ad influenced their decision.

CPC (Link): The cost per click on the link of the website attachment and landing page URL. This is a great measurement for evaluating your cost per result if your main goal is to get traffic to your landing page. Use CPC (Link) to influence changes on your ad copy and targeting for the most efficient cost possible and eventually you’ll be able to achieve your ideal return on ad spend. 

Frequency: The average number of times each individual has seen your ad. Aiming for a frequency below 3 is ideal because ad fatigue tends to take place once that number increases. Reduce frequency with dynamic ads or by having multiple ad variations for your audience to engage with. This is also a great indicator when evaluating if you’ve exhausted your target audience. 

How High is Too High of a Frequency Rate?

In a Dynamic ad set, the frequency rate is always going to look much higher than it actually is. Break this down to each ad variation to view the actual frequencies of text, image, headline, etc. your audience is seeing. The Breakdown dropdown menu allows you to separate Dynamic Creative Assets by their variations.

There are more metrics that could be of use depending on your campaign, such as Video Views and the measurement of view lengths and engagement, or App Installs and the measurement of installs and engagement. 

Getting the most value out of your marketing budget can be tough, get help making your campaigns a success today. What is Facebook total clicks?

What do other clicks mean on Facebook?

How many clicks is good for Facebook Ads?

How do you calculate clicks on Facebook?