Meta Link Clicks measures the number of clicks specifically on your ad’s call-to-action button or primary link that direct people to your website or app.
Meta Link Clicks = COUNT ( Link clicks )
| Metric | Definition |
|---|
| Link clicks | Clicks on your ad’s CTA button or primary link directing to your destination |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
Your Meta campaign received 3,847 link clicks last week across all ad sets.
| Ad Set | Link Clicks | CTR |
|---|
| Prospecting - Broad | 2,156 | 1.8% |
| Retargeting - Cart | 1,247 | 3.2% |
| Lookalike - Purchasers | 444 | 1.4% |
How It Works
Meta counts a link click when someone clicks your ad’s primary destination link—the CTA button, headline link, or any link configured to send traffic to your website or app. This excludes clicks on your profile, comments, shares, or photo expansions. Link clicks are the standard metric for measuring outbound traffic from your ads.
When to Use
| Scenario | Action |
|---|
| Measuring traffic generation | Track link clicks to see how many people your ads send to your site |
| Optimizing for website visits | Use link clicks as your campaign objective metric |
| Calculating cost efficiency | Divide spend by link clicks to get cost per link click |
| Comparing to landing page views | Check the ratio to identify page load or redirect issues |
| Metric | Relationship |
|---|
| Meta Link Clicks CTR | Percentage of impressions resulting in link clicks |
| Meta Cost per Link Click | Average cost to generate one link click |
| Meta Landing Page Views | How many link clicks actually loaded your landing page |
