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Link Clicks
from Facebook
Metrics type
Units of measure
More - better
Check frequency
The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Meta technologies. This metric counts link clicks, taps or swipes on the ad's text, media or call-to-action, that link to destinations or experiences specified by the advertiser. This metric excludes clicks on content or links in the comments section of a post.
Why it is important
Link clicks are one way to measure the interest that your ad generates among your audience. Digital advertisers have often considered click-through rate as a measure of success for an online advertising campaign.

To better understand what happens after someone clicks on your ad, you can compare link clicks to other metrics. For example, you can compare link clicks to landing page views to see how often people who clicked on your ad reached your landing page.
The number of clicks on links
Calculation example
Suppose you're running a Facebook ad campaign to promote your online store, and your ad includes a link to a specific product page on your website. During the campaign, users interacted with your ad, and here's the breakdown of link clicks:

200 users clicked on the link to visit the product page.
50 users clicked on the ad's call-to-action button that also leads to the product page.
30 users swiped up on a carousel ad to access the product page.

Link Clicks = The number of clicks on links

Link Clicks = 200 (link clicks) + 50 (CTA button clicks) + 30 (carousel swipes)

Link Clicks = 280
Affected metrics
Clicks (All)
Affecting metrics
CTR (Link Click-Through Rate)
Outbound Clicks
Connecting metrics
CPC (Cost per Link Click)

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Suggested slices for dashboards
by Overall Campaign
by Ad Set
by Individual Ad
by Campaign Objective
by Audience Segment
by Geographic
by Time Period
by Device Type
by Ad Placement
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. Analyze the correlation between 'Link Clicks' and conversion metrics such as purchases, sign-ups, and lead generation. Is there a connection between link clicks and actual business results?
2. Examine the trend of 'Link Clicks' over time. Are there certain days, weeks, or months when link click counts are notably higher or lower, and what external factors may be influencing these trends?
3. Segment the data to determine if certain audience demographics, interests, or locations are more likely to click on links in your ads. How can this information inform your targeting strategies?
4. Investigate how the ad creative, messaging, or content type affects the 'Link Clicks' metric. Are there specific ad elements that consistently encourage users to click on the links within your ads?
5. Analyze seasonal or time-specific patterns in the 'Link Clicks' metric. Does the number of link clicks vary on particular days or during specific times of the year, and how can you adjust your ad strategy accordingly?
6. Compare the 'Link Clicks' metric across different ad placements on Facebook (e.g., in-feed, Stories, right column) to identify which placements are the most effective for driving link clicks.
Possible causes of worsening
Tactics to improve this metric
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