Meta Cost per Link Click measures the average cost each time someone clicks a link in your ad that takes them to your website or app.
Meta Cost per Link Click = Meta Spend ÷ Meta Link Clicks
| Metric | Definition |
|---|
| Meta Spend | Total amount spent on Meta ads |
| Meta Link Clicks | Clicks that direct users to your website, app, or other destination |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Meta Ads |
| Aggregation | Ratio |
Example
Your fitness brand spent $3,600 on Meta traffic campaigns in April and generated 6,000 link clicks to your website.
| Campaign | Spend | Link Clicks | Cost/Link Click |
|---|
| New Arrivals | $1,800 | 3,600 | $0.50 |
| Seasonal Sale | $1,200 | 2,000 | $0.60 |
| Blog Content | $600 | 400 | $1.50 |
How It Works
Meta counts link clicks as clicks that take users to your specified destination—your website, app store listing, or Instant Experience. Unlike total clicks (which include reactions, comments, and profile visits), link clicks measure intent to visit your property. This makes Cost per Link Click the standard efficiency metric for website traffic campaigns.
When to Use
| Scenario | Action |
|---|
| Running traffic campaigns | Use this as your primary cost efficiency metric over CPC |
| Cost per Link Click rising | Refresh creative or refine targeting to improve ad relevance |
| Comparing to CPC | Large gap between CPC and Cost per Link Click suggests many non-link clicks |
| Cost per Link Click low but conversions poor | Traffic is cheap but may not be qualified—review landing page or audience |
| Metric | Relationship |
|---|
| Meta Link Clicks | Denominator—the click count used in this formula |
| Meta CPC | Includes all clicks; compare to see engagement vs. traffic intent |
| Meta Cost per Outbound Click | Similar metric focused on clicks leaving Facebook/Instagram |
