{"id":4385362,"date":"2012-11-21T08:26:22","date_gmt":"2012-11-21T06:26:22","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/confused-by-the-facebook-click-metric-heres-a-guide\/"},"modified":"2025-12-08T13:48:13","modified_gmt":"2025-12-08T11:48:13","slug":"confused-by-the-facebook-click-metric-heres-a-guide","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-in\/insight\/confused-by-the-facebook-click-metric-heres-a-guide\/","title":{"rendered":"Confused by the Facebook “click” metric? Here’s a guide"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tConfused by the Facebook “click” metric? Here’s a guide\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tStephanie Bissonnette\t\t
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\n\t\t\t\t\t21 November 2012\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tOn Facebook, you can choose to pay for advertisements on either a CPM or CPC basis. The CPM model is pretty straightforward \u2013 for every 1,000 impressions, you bid X dollars. Interestingly, one thing that Facebook fails to spell out \u2013 and business owners and marketers often misinterpret \u2013 is what exactly Facebook considers a \u2018Click.’<\/em> At first blush, you might assume that a click is when someone interacts with a link in your ad and goes offsite. In fact, a lot of people assume this. This means when business owners take out Page Post Ads with links to places off of Facebook, they\u2019re confused as to why their Facebook Ads analytics is telling them that they\u2019ve received 1,500 clicks on their ad, but only saw 150 visitors to their site in their analytics.

The reason that this happens is two-fold: first, business owners and marketers have a tendency to focus on top-level metrics like clicks; second, they forget that they get access to the greater customization of page post ads because they agree to keep some of that traffic inside<\/em> Facebook\u2019s ecosystem. This trade-off translates into different definitions of clicks for different ads and interactions with those ads.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t