Data Source: Meta Marketing API
Metrics: 18
Metrics: 18
Metrics in This Group
| Metric | Description | When to Use |
|---|---|---|
| Meta Clicks | All clicks on your ads | Measure total engagement interactions |
| Meta CPC | Cost per click | Evaluate click cost efficiency |
| Meta CTR | Click-through rate | Compare creative performance |
| Meta Link Clicks | Clicks on ad links | Measure traffic generation |
| Meta Link Click-Through Rate | Link clicks ÷ Impressions | Evaluate link engagement rate |
| Meta Cost per Link Click | Spend ÷ Link clicks | Optimize traffic acquisition cost |
| Meta Outbound Clicks | Clicks leaving Meta | Track exits to your website |
| Meta Outbound Click-Through Rate | Outbound clicks ÷ Impressions | Measure off-platform navigation rate |
| Meta Cost per Outbound Click | Spend ÷ Outbound clicks | Evaluate website visit cost |
| Meta Unique Clicks | Unique people who clicked | Count distinct clickers |
| Meta Unique Click-Through Rate | Unique clicks ÷ Reach | Measure per-person engagement |
| Meta Cost per Unique Click | Spend ÷ Unique clicks | Evaluate cost per new clicker |
| Meta Inline Clicks | Clicks on inline links | Track in-content link engagement |
| Meta Inline Link Click-Through Rate | Inline clicks ÷ Impressions | Measure inline content performance |
| Meta Cost per Inline Click | Spend ÷ Inline clicks | Optimize inline link costs |
| Meta Landing Page Views | Times landing page loaded | Verify actual page loads |
| Meta Cost per Landing Page View | Spend ÷ Landing page views | Measure true traffic cost |
| Meta Landing Page View Rate | LP views ÷ Link clicks | Identify bounce-before-load issues |
How These Metrics Relate
- Clicks includes all interactions (link clicks, reactions, profile visits)
- Link Clicks are specifically clicks on your ad’s destination link
- Outbound Clicks leave Meta to your website or app
- Landing Page Views show how many people actually loaded your page after clicking
- The gap between Link Clicks and Landing Page Views indicates bounce-before-load
Choosing the Right Metric
- Awareness campaigns: Use Total Clicks and CTR to measure engagement breadth
- Traffic campaigns: Use Link Clicks and Landing Page Views for site visits
- Efficiency analysis: Compare CPC across campaigns to find cost-effective performers
- Audience quality: Use Unique Clicks to avoid counting repeat clickers
- Landing page issues: Compare Link Clicks vs Landing Page Views to detect load problems