Facebook recently rolled out a number of updated metrics that should help give marketers better insight to users who engage with their pages and advertisements.
Perhaps the most crucial metric Facebook marketers need to understand is optimizing ads for landing page views by means of clarifying click engagement.
This is important because all too often, marketers believe that a click on their Facebook advertisement equals a click to their website. Unfortunately, that isn’t always the case. So next time you are running a Facebook campaign where the objective is getting traffic to a website, before getting all hyped up on Mt. Dew and rushing to your client and falsely exclaiming their ads are getting 400 clicks to their website, when that very well may not be the case,
remember the following:
A ‘click’ is simply any click on the ad. Facebook’s glossary of ad terms defines a click as calculated by the following:
- Clicks to the associated business page profile or profile picture
- Post reactions (such as likes or loves)
- Comments or shares
- Clicks to expand media (such as photos) to full screen
- Clicks to take actions identified as your campaign objective (such as liking your page for a Page engagement campaign)
Facebook has provided some further clarification to resolve the misinformation around clicks by separating them into the following groups;
Clicks (All): All clicks on an ad, including those not on a link
Link Clicks: All clicks on links, including those to Facebook endpoints
Outbound Clicks: All clicks on links that drive people away from Facebook
Although this separation was a step in the right direction as far as collecting accurate data, there was and continues to be a massive discrepancy between outbound clicks and the number of people reported visiting a website per Google Analytics.
Yes, I am aware that there are numerous reasons why the data does not match up and honestly, they never will which is why the Landing Page Views metric was so desperately needed.
Users can make an outbound click but NEVER make it to the destination. Users can abandon a visit before Facebook or Google Analytics ever record a visit… but you will still pay for that click. With Landing Page Views, advertisers can not only see their outbound clicks but see how many people actually made it all the way to the landing page.
Overall, this update will give advertisers a better understanding of the number of users actually completing a visit, as well as highlight issues with their landing page such as poor mobile optimization or issues with load time. Since this metric is so new, and not available to every advertiser yet, it will be interesting to see the data that comes in between outbound clicks and landing page views. Will it be accurate? Only time will tell. Time to crack open a Mt. Dew and wait…