Driving Traffic: Landing Page Views Vs Link Clicks

One of the most confusing things about traffic ads is that most advertisers get confused about what to optimize for since Fb introduced the "landing page views" optimization. This makes it somewhat harder to choose an optimization event when running ads to drive traffic to your store. In this post, you will be able to understand both and know which one to choose when you are running your campaigns.

The difference is totally easy and very simple to understand yet complicated. But, to put it in a simple way of understanding; A link click means that a person clicked a link in your ad and a ‘landing page view’ is when a person lands on your ad’s destination URL (landing page) after clicking a link in your ad. Since both link click and landing page view requires a click on your ads, Does that mean that every click will result in a landing page view? Sometimes it does not. Here is some event of how a link click might not result in a landing page view:

  • Mistake clicks - A person is viewing the ad and accidentally clicks but then presses back before the page gets a chance to load

  • The page takes too long to load and the person closes it before it finishes. If a page takes longer than 3 seconds to load, about 50% of people will abandon the page

  • The same person clicks on the ad multiple times. The Facebook Pixel typically fires per unique user vs. per click. If a person clicks the same ad multiple times in a short period, it likely won't fire each time that person loads your landing page.

  • Clicks not leading to your site – Facebook clicks metrics sometimes count actions as a click, or count a click that leads to a different landing place on Facebook. This means a higher number of clicks than the actual number of landing page visits. This is the most case for those who are driving traffic to their lazada or Shopee store. A landing page view is not recommended as you cannot measure this using your own pixels.

The most important takeaway between Link Clicks and Landing Page Views is that the latter is the only one that counts when a user loads a webpage after clicking an ad.

When is the best time to use landing page views?

If your goal is to just let people interact with your ads in any way by clicking it, Then you can optimize for just link clicks although this can affect your custom audiences if you plan to do a retargeting campaign. Since a traffic campaign is used to drive more traffic to a website it is best to use Landing page views because these are those who actually went to the website, waited for it to load, and fire your pixel. You will get more quality traffic with this and also a rich custom audience.

Have you used landing page views? Let me know what you think

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