Measures how much you pay each time someone leaves Meta for your site—a key efficiency metric for traffic campaigns.
Meta Cost per Outbound Click = Meta Spend ÷ Meta Outbound Clicks
| Metric | Definition |
|---|
| Meta Spend | Total amount billed by Meta for advertising during the period |
| Meta Outbound Clicks | Clicks on your ad that directed users to destinations outside Meta |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Meta Ads |
| Aggregation | Ratio |
Example
Your traffic campaign spent $1,200 and generated 800 outbound clicks this week.
| Metric | Value | Context |
|---|
| Meta Spend | $1,200 | Weekly budget consumed |
| Outbound Clicks | 800 | Clicks leaving Meta |
| Cost per Outbound Click | $1.50 | Acquisition cost per visitor |
How It Works
Meta tracks clicks that send users away from Facebook or Instagram to external destinations like your website or app. This metric divides your total spend by those outbound clicks, giving you the true cost of driving traffic off-platform.
When to Use
| Scenario | Action |
|---|
| Evaluating traffic campaign efficiency | Compare against industry benchmarks ($0.50–$2.00) |
| High cost per outbound click | Test new creatives or refine audience targeting |
| Comparing ad sets | Identify which audiences deliver cheapest traffic |
| Budget allocation | Shift spend toward lower-cost campaigns |
| Metric | Relationship |
|---|
| Meta Outbound Clicks | The click volume this cost metric is derived from |
| Meta Cost per Link Click | Broader click cost including CTA button clicks |
