Throughout this article, we will explain the difference between Link Clicks, Landing Page Views, and Content Views metrics for Facebook (Meta) ads, and why it matters.
Link Clicks is the metric that tells you how many people clicked on your ad.
But knowing the number of clicks isn’t enough. Often, a single user may click the ad multiple times or leave it right away because it takes the page a millisecond longer to load than he is willing to wait.
The Link Clicks metric is effective for A/B testing when dividing the number of clicks by the number of impressions (this metric is called Click Through Rate – or CTR).
For instance, you can make different creatives with the same copy and see which version gets better CTR.
However, if you want a more accurate picture of the traffic quality that’s sent to your website, it requires more information.
Landing Page Views
Landing Page Views is a metric that sifts out all those mistaken/bounced clicks and measures how many of those who clicked on your ad have also made it to your website.
It gives a more down-to-earth picture of the relevant traffic created by your ad.
While the fact that users have landed at your website may signal that your ad does attract people who have an interest in your product, it’s still hard to say what the intent of this traffic is, i.e., how many of them are indeed likely to buy.
For that, you may want to use the Content Views metric. Content Views is a metric that shows how many of those who arrived at your website have also made particular actions such as viewing a product page or browsing a deeper page on your site.
Here too, you need to divide the number of content views by the number of link clicks or landing page views. The closer the number obtained is to 1, the better the quality of the traffic your ad generated.
How to use these metrics wisely?
In e-commerce platforms such as Shopify or WordPress, the Content Views metric is automatically set to track product page visits (content view = product page visit), which can sometimes be a bit tricky.
Here’s why: When setting up an ad, you provide a website URL – the page the user who clicks on your ad will be taken to.
Suppose you send your visitor directly to a product page instead of a category page or home page, for example.
In that case, it means that there’s no difference between Landing Page View and Content View (since the product page – which fires the content view metric, is also the landing page the user visits), so you have to stay aware of it.
In some cases, it’s recommended to assign the ad’s website URL to the category page.
In this way, you can get a better idea of the quality of traffic that comes from an ad.
You can add a new custom column whose formula is Content Views / Landing Page Views to get the ratio of product page visitors to the total traffic.
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