What is better landing page views or link clicks?

Many advertisers are wondering why there's a difference between Facebook Ad click and Facebook Pixel Fire in Ads Manager or Facebook Insights. Most of them are having challenges analyzing their website traffic and creating accurate reports. It is also creating confusion about whether their campaign performance is good or not.

Table of Contents Show

Facebook Ad click vs Facebook Pixel Fire
Factors of Discrepancies
Create custom reports with Landing Page View
Why are link clicks higher than landing page views?
What is the difference between a view and a click?
Should I optimize for link clicks or conversions?
Should I optimize for landing page views?

Interestingly, knowing the differences between both will help you improve your PPC advertising strategy if you are focusing on Facebook Marketing. To better understand, here are the key points that you need to consider:

Difference between link clicks and landing page views
Factors of discrepancies between the two
Guide on how to create custom reports in Facebook Analytics

Shall we?

Facebook Ad click vs Facebook Pixel Fire

Link click refers to the total number of clicks on links within the Facebook ad that routed the user to a page, on or off Facebook. It is one of the Facebook Ads metrics to look at if you want to know the interest of your ideal customer. You can use this metric to optimize your campaign objectives and increase your click-through rate and click-through conversions.

On the other hand, landing page view refers to the number of times a user properly loaded the designated web page or instant experience after clicking on an ad link. Take note that you must create a Facebook tracking pixel and install it on your website so you can monitor the pageview standard event and page conversion rate. It will allow you to see the bigger picture of your website performance and the customer journey.

Factors of Discrepancies

The lack of pixel code firing upon every click resulting in unsuccessful routing to the landing page is the main reason why there are differences in the results. Here are the possible factors why not all link clicks are landing page views.

When users, especially if they are using their mobile devices, by chance click on your ad and immediately hit the back button before they even reach your web page.
If your landing page takes time to load, users will exit from your site most of the time.
Click metrics, in general, count clicks to the associated business page profile or profile picture, expand media to full screen, post reactions, and comments or shares. That’s why more or less, the number of clicks is higher than the number of website visits.
The same user who clicks on your ad multiple times in a short duration will not be counted as landing page views since Facebook pixel only fires per new user and not per click.

Create custom reports with Landing Page View

To have more potential customers from your Facebook custom audiences, tracking website conversions and understanding the conversion events are essential to meet your advertising objective. To create a custom conversions report, you need to do the following:

Go to Facebook Business Manager and click on your Ads Manager account.
Go to the Campaigns tab, click on “Columns” and select “Performance”.
Click on “Breakdown” and select “Placement & Device”. (You can filter it depending on your preference).
Return to “Columns”, click on “Customize Columns”, and enter “landing page views” in the search bar.
Check the following: Total, Unique, Cost, and Unique Cost.
Go back to “Columns”, hover to “Custom” and click the option “Save” next to it.

Once done, you will have access to the key metrics in Facebook Ads like Link Clicks, Outbound Clicks, and Landing Page Views. From there, you can see valuable data like view-through conversion, click-through conversions, engagement rates, bounce rates, and audience insights that will help generate a campaign report, optimize your traffic objective, and drive more relevant traffic to your website.

CONCLUSION

All performance metrics are important in your Facebook campaign optimization. It will help your Facebook marketing be more effective and income-generating. If you have exemplary interpretation and understanding of these metrics, you can adequately distribute your daily budget and marketing efforts in other campaigns or even other businesses, which means more profit.

Be clever with creating campaign objectives and save your advertising efforts by studying and analyzing your integrated report. It will undoubtedly impact your ads’ relevance score and conversion rate. Just don’t forget us once you reach the peak in your business!

Why are link clicks higher than landing page views?

There is a difference between Link Clicks and Landing Page Views. Both measure clicks on an ad link, but Link Clicks only measures that a link was clicked, while Landing Page Views measures how many people actually landed on your destination URL, and allowed it to fully load.

What is the difference between a view and a click?

Clicks represent the number of visitors coming to the destination page, through your tracking links. Views (or visits) represents the number of people that have visited the webpage in which a tracking pixel is embedded.

Should I optimize for link clicks or conversions?

If you want to grow some awareness, get your customers to your landing page, and increase your retargeting pool, go with link clicks. If you want to get most amount of conversions for the lowest cost, go with conversions.

Should I optimize for landing page views?

If you're running an e-commerce store, one thing is sure – optimizing for landing page views is not going to be a profitable strategy for you. In the end, the drop in your conversion rate will end up being much higher than the increase of click-through rates.