When someone clicks on your ad, it means that they’re interested in it and eventually drive through the whole purchase funnel. However, Facebook clicks are not as simple, and no two clicks are the same. 

Various types of clicks project different actions and are used to monitor ad engagement.

Ad clicks mean nothing if they fail to generate hot leads with a vast ROAS (Return on Ad Spend). Instead of focusing on the number of clicks, we focus on the number of people who clicked on a particular ad.

So, what’s the difference among these click types? Read on to find out!


The total number that your Target Audience (People) had engaged with your ad (saw your ads at least once) Reach is different from the impression, which may include multiple views of your ads by the same people. 


The total number of times your ads were shown on-screen could be that 1000 people saw your ad 1540 times.

Link Clicks

Whenever someone clicks on some aspect of your Facebook ad, a “click” is generated and charged for as CPC (cost-per-click). One particular type of click is the Link Click.

Link Clicks showcase the number of times people clicked on the URL (or link) mentioned within your Facebook Ad. Such clicks drive them to destinations or experiences on or off Facebook. It also projects an overall engagement with your ad.

Clicks (All)  

The metric Clicks (All) includes link clicks and clicks on other parts of your ad (e.g., someone clicks on your Page’s name). Consider the following:

Post likes, comments, or shares Clicks to a Facebook Page or Instagram profile

Clicks to expand a photo or video to full screen

Clicks (All) is the sum of all clicks generated by an ad. This means if one user clicks an ad ten separate times, ten Link Clicks will be recorded.

Outbound Clicks & Unique Outbound Views

The Outbound Clicks metric refers to the total number of clicks that take people outside of Facebook-owned properties, including your website, your app, or any deep links.

Unique Outbound Clicks refer to the number of individuals who performed an outbound click. It looks at the total outbound clicks and then traces them back to the number of individuals who made those clicks, as one (unique) person can click on an ad multiple times.

So, if one person clicked an ad ten separate times, there would be ten Outbound Clicks and one Unique Outbound Click.

Outbound Clicks and Unique Outbound Clicks help you find the split between the people who merely clicked on your ad and the people who made it to your website from that click. It measures the amount of traffic your ads send to your website.

Landing Page Views

Sometimes, a user clicks on the ad link but closes the tab before the landing page could fully load. In such a scenario, the link click counts, but the landing page view does not. The landing page view only counts when a user sticks around long enough for the landing page to roll out fully.

This metric picks the quality of your ad traffic over the number of link clicks for you. For example, if your ad results in 90 Landing Page Views and 100 Link Clicks, you know that 90% of clicks lead to your web pages outside of Facebook.

Nowadays, Facebook is testing new three metrics; let’s understand them better before we evaluate their results:

Instant Experience Clicks to Open

Click to open measures how good an email, newsletter, or any campaign’s content is. It leaves you with a clear difference between the people who explore your Page and the people who open it. If your content is interesting, it’s evident that your viewer or reader would want to learn more about it. The best way to understand and interpret your content’s downfalls is to track your email, which is found by the division between unique clicks and unique opens. In Facebook, this feature is located on the news feed; the metric only features playable ads.

Instant Experience Clicks to Start

‘Clicks to start’ refer to the number of times an instant experience starts with any interactive component. To understand and learn more about the drop-off points, i.e., the scoring system for ads (based on the revenue or profit), you can access the placement-specific metric. How can you access such a metric? The answer to this is simple, i.e., clicking on the drop-down menu present in the ads manager. 

This metric is calculated by how many times any interactive component (it can be a video, a poll, a quiz, a page) gets an instant experience started no matter what the gesture type. This metric is currently under development and is only available for playable ads.

Instant Experience Outbound Clicks

These are the kind of links that switch you to another website or a page. Several ads link your destination to different pages or websites, and that destination can be internal or external. Unique outbound clicks check the total outbound clicks and determine the number of unique individuals who took that action. It also filters out the traffic, i.e., it can help you clear out the people who open your Facebook page but never actually visit your website. This metric includes links to;

  • Websites
  • Deep Links
  • App Deep Links

This metric is visible in clicks on links that contain ads.

CTR (Link Click-Through Rate)

CTR is the ratio of the number of links clicks to the number of impressions your ad has received. It decides the fate of any Facebook ad campaign’s success, as it gives us an overview of ad engagement.

Unique CTR

Unique Click-Through Rate is the number of people who clicked on the ad divided by the number of people you reached. For example, if you received twenty unique clicks and the ad was served to 1,000 unique people, your unique click-through-rate (CTR) would be 2%.

Outbound CTR

Measures the percentage of times users saw an ad and performed an outbound click. It is calculated by dividing outbound clicks by impressions.

Unique Outbound CTR

Estimates the percentage of users who saw an ad and performed an outbound click. It is calculated by dividing the number of unique outbound clicks by reach.

Instigo Team

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