Meta Outbound Clicks measures the number of clicks on your ads that sent people to destinations outside of Meta—typically your website or app.
Meta Outbound Clicks = COUNT ( Clicks leaving Meta )
| Metric | Definition |
|---|
| Clicks leaving Meta | Clicks on your ad that directed users to an external destination such as your website, app, or landing page |
| Metadata | |
|---|
| Type | Number |
| Data Source | Meta Ads |
| Aggregation | Sum |
Example
Your Meta campaign generated 4,872 outbound clicks this week, sending users directly to your product pages.
| Campaign | Impressions | Outbound Clicks | Outbound CTR |
|---|
| Summer Sale | 125,000 | 2,340 | 1.87% |
| New Arrivals | 98,000 | 1,532 | 1.56% |
| Retargeting | 45,000 | 1,000 | 2.22% |
How It Works
Meta counts an outbound click each time someone clicks on your ad and is directed to a destination outside of Meta’s properties. This includes clicks to your website, app store listing, or any external URL. Outbound clicks exclude interactions that stay within Meta (like expanding an ad, viewing a profile, or clicking to comment).
When to Use
| Scenario | Action |
|---|
| Measuring website traffic from ads | Track outbound clicks to see how many users Meta sent to your site |
| Comparing link vs. engagement campaigns | Use outbound clicks to focus on traffic-driving objectives |
| Optimizing landing page performance | Compare outbound clicks to landing page views to identify drop-off |
| Evaluating cost efficiency | Calculate cost per outbound click to measure acquisition efficiency |
| Metric | Relationship |
|---|
| Meta Outbound Clicks CTR | Percentage of impressions resulting in outbound clicks |
| Meta Cost Per Outbound Click | Average cost for each outbound click |
| Meta Landing Page Views | Users who clicked and loaded your landing page |
