{"id":6652,"date":"2019-03-27T13:57:58","date_gmt":"2019-03-27T13:57:58","guid":{"rendered":"http:\/\/relaunch.swat.io\/?p=6652"},"modified":"2022-03-25T11:45:10","modified_gmt":"2022-03-25T09:45:10","slug":"facebook-ads-clicks","status":"publish","type":"post","link":"https:\/\/swat.io\/en\/advertise\/facebook-ads-clicks\/","title":{"rendered":"A click is a click \u2013 or is it? Useful tips for analyzing Facebook Ads"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In the beginning of this year, we shared with you the <a href=\"https:\/\/swat.ioanalyze\/25-social-media-key-figures-you-must-know\/\" target=\"_blank\" rel=\"noopener noreferrer\">most important Social Media Key Figures<\/a>. If you are using the Facebook Ads Manager to stay on top of your Facebook and Instagram campaigns, you should still learn a little more on the topic. Why? Because in the world of Facebook, there are <b>6 different types<\/b> of clicks! A click therefore is not necessarily a click \u2013 which can lead to a lot of confusion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this blog post, we unpack how exactly the various click types differ from each other, so you don\u2019t accidentally compare apples to oranges, or generate a faulty report. After all, clicks are the basis of many an important key figure, and especially relevant to link posts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to see all of your clicks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the Ads Manager, you can select all key figures in the top right corner under \u201cCustomize Columns\u201d<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1898\" height=\"1398\" src=\"https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-show-all-clicks-swatio.png\" alt=\"Facebook show all clicks - Swat.io\" class=\"wp-image-6665\" srcset=\"https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-show-all-clicks-swatio.png 1898w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-show-all-clicks-swatio-750x552.png 750w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-show-all-clicks-swatio-1080x795.png 1080w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-show-all-clicks-swatio-640x471.png 640w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-show-all-clicks-swatio-300x221.png 300w\" sizes=\"(max-width: 1898px) 100vw, 1898px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Keep in mind that the data does not differentiate between posts on your business page and actual ads (also known as Dark Posts). You just cannot publish all kinds of ads on your page, too.<\/p>\n\n\n\t\t\n\t\t\t<div class=\"wp-block-advice\">\n\t\t\t\t<div class=\"advice__inner\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"advice__text text text-rich\">\n\t\t\t\t\t\t\n\n<p class=\"wp-block-paragraph\">Are you just getting started with Facebook Ads? Check out our blog post \u201c<a href=\"https:\/\/swat.ioadvertise\/facebook-instagram-ads-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Complete Guide to Facebook and Instagram Advertising for Beginners<\/a>\u201d to follow a successful strategy from the very beginning.<\/p>\n\n\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"948\" height=\"817\" src=\"https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-klicks-all-link-outbound-swatio.jpg\" alt=\"\" class=\"wp-image-6659\" srcset=\"https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-klicks-all-link-outbound-swatio.jpg 948w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-klicks-all-link-outbound-swatio-750x646.jpg 750w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-klicks-all-link-outbound-swatio-640x552.jpg 640w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-klicks-all-link-outbound-swatio-300x259.jpg 300w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">1: Clicks (all)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here, as you would expect, <b>all clicks regarding a certain post<\/b> are being counted.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Clicks on a link, no matter if within the text or as a call-to-action button<\/li><li>Clicks on personal profiles or pages marked in the text<\/li><li>Clicks on hashtags<\/li><li>Clicks on the page\/profile picture of the page or Instagram profile<\/li><li>Reactions such as \u201cLike\u201d or \u201cWow\u201d<\/li><li>Comments<\/li><li>Shares<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">What might surprise you though is that clicks on media, such as when enlarging pictures, or playing\/pausing videos, also fall under this category. The same goes for clicks on \u201cSee more\u201d, in case a text is longer than your smartphone screen can display at once.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For specific campaigns, e.g. for fan generating, campaign results are added here (for instance marking a page with \u201cLike\u201d).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2: Link Clicks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is where all clicks on links for a given post are counted, no matter if the links lead to pages within the realm of Facebook, or to external websites.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Clicks on a picture or a call-to-action button (only for link or messenger posts)<\/li><li>Clicks on URLs in the text of a post<\/li><li>Clicks on ads that forward the user to full screen mode (e.g. Lead Ads, Canvas, or Collection)<\/li><li>Clicks on app stores or deep links to apps<\/li><li>Clicks on videos hosted by another platform (e.g. YouTube or Vimeo)<\/li><li>Clicks on maps\/directions<\/li><li>Clicks on a post\u2019s headline or comments that lead to an advertiser\u2019s profile (only for ads that promote profile views on Instagram)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3: Outbound Clicks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In revenue-oriented performance marketing, outbound clicks are of particular significance: This is where all clicks that lead to <b>external, non-Facebook-related pages<\/b>, are counted.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Usually, this will be your own website, webshop, or your app. Sometimes, it may be someone else\u2019s website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Keep in mind that this figure is related strictly to outbound clicks, <b>not inbound clicks<\/b> (which you can find in Google Analytics or a similar tool). If you are using the Facebook Pixel, you can find them under the KPI \u201c<b>Landing Page Views<\/b>\u201d. This figure too will most likely not correspond exactly to your Analytics figures. You can read up on this curious fact here.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4\/5\/6: Individual Clicks (all), Link Clicks and Outbound Clicks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">All the figures in this article represent absolute numbers, like the impressions on an advertisement. They <b>do not represent the number of unique users<\/b> accessing your content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the Facebook Ads Manager allows you to see your net numbers too, like an ad\u2019s actual reach, i.e. how many unique users clicked on your content. You can then allocate these numbers to the three key figures mentioned above.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The key figures 4, 5, and 6 consequently do not count actions, but persons.<\/p>\n\n\n\t\t\n\t\t\t<div class=\"wp-block-advice\">\n\t\t\t\t<div class=\"advice__inner\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"advice__text text text-rich\">\n\t\t\t\t\t\t\n\n<p class=\"wp-block-paragraph\">Intelligent Monitoring is key for every successful Social Media Marketing strategy. Download our \u201c<a href=\"https:\/\/swat.ioebooks\/beginners-guide-social-media-monitoring\/\" target=\"_blank\" rel=\"noopener noreferrer\">Beginner\u2019s Guide to Social Media Monitoring<\/a>\u201d for free right now and discover valuable tips on how to get the most out of your analyses.<\/p>\n\n\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\n\n\n<h2 class=\"wp-block-heading\">Cost-per-Click (CPC)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Since there are six different kinds of clicks on Facebook, consequently, there are also six different CPCs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you simply want to impress, use the key figure <b>CPC (all)<\/b>. As a result, your CPC will look incredibly small and you can go ahead and sell your webinar called \u201cHow to scalably reach a CPC of less than 1 Cent\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In case you would like to compare your Facebook campaign results to results on other platforms, such as Google Adwords, it is a lot more sensible to focus on the <b>cost per outbound click<\/b>. This way, you can actually compare apples to apples.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In order to exclude AdBlockers and other unpleasantries from your data, you can take a look at the key figure <b>Cost per Landing Page View<\/b>. This is especially interesting if you are monetizing your website through display ads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Click-Through-Rate (CTR)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The qualitative figure CTR gives you insights into how \u201cfitting\u201d an ad was for your target group.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here, too, you need to pay close attention to which numbers you choose to work with. The <b>individual outbound click rate<\/b> for example is measured by reach, not impressions. It therefore stays the same, even when an ad\u2019s frequency increases.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Closely related to the CTR is the <b>Engagement Rate<\/b>, also called Interaction Rate. Depending on the use case, it is based on different formulas. Facebook has its own key figure for Sponsored Posts, called the <b>Result Rate<\/b>, which also includes e.g. video views. Benchmarking Tools on the other hand often use the number of fans as a base for their quotient, due to a lack of alternatives. In any case, you should be sure to agree on a definition before boasting about your amazing numbers at your next Social Media meetup.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The differences are considerable<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By now it should be clear: A Click is not simply a Click, and knowing how to differentiate between them is key in order to be able to correctly assess the numbers provided by Facebook\u2019s Ads Manager. In turn, this is the <b>prerequisite for successfully analyzing Facebook Ads and constantly optimizing your campaigns.<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, we have a little illustrative example regarding the Facebook Ads Manager for you: here, 678 persons have clicked a total of 691 times on an external link, and 245 (= 936-691) times on another position.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s probably quite obvious to you that the differences between similarly named key figures are substantial. Consequently, keeping a clear vision is all the more important.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" width=\"1966\" height=\"1344\" src=\"https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-clicks-overview-swatio.png\" alt=\"Facebook Clicks Overview Swat.io\" class=\"wp-image-6655\" srcset=\"https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-clicks-overview-swatio.png 1966w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-clicks-overview-swatio-750x513.png 750w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-clicks-overview-swatio-1080x738.png 1080w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-clicks-overview-swatio-640x438.png 640w, https:\/\/swat.io\/wp-content\/uploads\/2019\/03\/facebook-clicks-overview-swatio-300x205.png 300w\" sizes=\"(max-width: 1966px) 100vw, 1966px\" \/><\/figure><\/div>\n\n\n\t\t\n\t\t\t<div class=\"wp-block-advice\">\n\t\t\t\t<div class=\"advice__inner\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"advice__text text text-rich\">\n\t\t\t\t\t\t\n\n<p class=\"wp-block-paragraph\">The right tool gets your Social Media Marketing on track in no time. Swat.io makes planning, creating, and publishing content easier than ever before. Start a <a href=\"https:\/\/swat.io\/en\/pricing\/\" data-type=\"page\" data-id=\"20279\" target=\"_blank\" rel=\"noreferrer noopener\">free trial<\/a> now, and benefit from its many valuable features on Facebook, Instagram, Twitter, and co.<\/p>\n\n\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\n\n\t\t\n\t\t\t<div class=\"wp-block-cta-form wp-block-cta-form--demo\">\n\t\t\t\t<div class=\"cta-form__container\">\n\t\t\t\t\t\t\t\t\t\t<header class=\"cta-form__header\">\n\t\t\t\t\t\t<div class=\"cta-form__title headline-medium\">Efficient Social Media Communications With Swat.io<\/div>\t\t\t\t\t\t\n\t\t\t\t\t<\/header>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<footer class=\"cta-form__footer\">\n\t\t\t\t\t\t<a class=\"cta-form__button button button--primary\" href=\"https:\/\/swat.io\/en\/pricing\/\">Start a free trial<\/a>\t\t\t\t\t\t\t\n\t\t\t\t\t<\/footer>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t","protected":false},"excerpt":{"rendered":"<p>Even though different click KPIs sound very similar on Facebook, there are considerable differences. This guest post tells you what to look out for!<\/p>\n","protected":false},"author":63,"featured_media":6657,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[628],"class_list":["entry","entry--post"],"_links":{"self":[{"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/posts\/6652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/users\/63"}],"replies":[{"embeddable":true,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/comments?post=6652"}],"version-history":[{"count":11,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/posts\/6652\/revisions"}],"predecessor-version":[{"id":36370,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/posts\/6652\/revisions\/36370"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/media\/6657"}],"wp:attachment":[{"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/media?parent=6652"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/categories?post=6652"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/swat.io\/en\/wp-json\/wp\/v2\/tags?post=6652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}