How It’s Used

Link clicks are one way to measure the interest that your ad generates among your audience. Digital advertisers have often considered click-through rates 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.

How It’s Calculated

The metric counts link clicks on any area of the ad that links 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 maybe experiences or destinations on Facebook-owned properties.

For example, they can include ad links to:

• Websites
• App stores or app deep links
• Click to call
• Click to message
• Maps/directions
• 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)

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