> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Meta Cost per Outbound Click: Ad Traffic Efficiency

> Measure how much you pay each time someone clicks from Meta to your website. Track traffic acquisition costs for campaign optimization.

<Tip>
  Measures how much you pay each time someone leaves Meta for your site—a key efficiency metric for traffic campaigns.
</Tip>

## Formula

<Info>
  **Meta Cost per Outbound Click** = **Meta Spend** ÷ **Meta Outbound Clicks**
</Info>

### Formula Components

| Metric                                                                                           | Definition                                                         |
| ------------------------------------------------------------------------------------------------ | ------------------------------------------------------------------ |
| [**Meta Spend**](/reference/metrics/advertising/meta/meta-spend/meta-spend)                      | Total amount billed by Meta for advertising during the period      |
| [**Meta Outbound Clicks**](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-clicks) | Clicks on your ad that directed users to destinations outside Meta |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Currency                          |
| **Data Source** | [Meta Ads](/sources/facebook-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             |

***

## Related Metrics

| Metric                                                                                               | Relationship                                      |
| ---------------------------------------------------------------------------------------------------- | ------------------------------------------------- |
| [Meta Outbound Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-clicks)         | The click volume this cost metric is derived from |
| [Meta Cost per Link Click](/reference/metrics/advertising/meta/meta-clicks/meta-cost-per-link-click) | Broader click cost including CTA button clicks    |

[See all Meta Clicks metrics →](/reference/metrics/advertising/meta/meta-clicks)