When running campaigns on Meta (formerly Facebook), one of the earliest decisions you’ll need to make is which optimization metric to use. Two of the most commonly confused options are Link Clicks and Landing Page Views.
They sound similar. They are related. But they are not the same — and choosing the right one can make or break the effectiveness of your ad campaigns.
What Are Link Clicks?
A Link Click is exactly what it sounds like: someone clicks on a link in your ad that takes them off Facebook or Instagram to another destination, like your website, product page, or blog.
This metric includes:
- Clicks on the headline or CTA button
- Clicks on the image or video (if it links out)
- Sometimes even clicks on links in the text area
But here’s the catch: Meta counts the click whether or not the page actually loads or the user waits for it to open.
What Are Landing Page Views?
Landing Page Views go a step further. Meta only counts this action when:
- A user clicks the link and
- The page fully loads and is tracked via the Meta Pixel
This means the person not only clicked but also actually made it to your website. If they closed the tab while the page was loading, it won’t count as a landing page view.
Why the Difference Matters
1. User Intent
- Link Clicks measure curiosity.
- Landing Page Views measure follow-through.
Landing Page Views show people who had enough interest and bandwidth (literally and figuratively) to reach your site.
2. Optimization Behavior
When you optimize your ad set for Link Clicks, Meta will find people who are most likely to click. But that doesn’t always translate into real traffic. Bots, accidental taps, or impatient users can inflate your metrics.
When you optimize for Landing Page Views, Meta trains its algorithm to find users who are not just clickers — they’re visitors. That often leads to better on-site engagement and lower bounce rates.
3. Ad Spend Efficiency
If you’re paying for clicks, wouldn’t you prefer they actually land on your site? Landing Page Views tend to cost a bit more per unit, but the quality of those clicks is higher — especially for conversion-focused campaigns.
When to Use Each One
| Goal | Best Option |
|---|---|
| Brand awareness / low-commitment CTA | Link Clicks |
| Driving traffic to a blog or article quickly | Link Clicks |
| E-commerce conversions / lead gen | Landing Page Views |
| Retargeting site visitors | Landing Page Views |
| Optimizing for quality traffic | Landing Page Views |
Pro Tip: Install the Meta Pixel Correctly
To track Landing Page Views, you must have the Meta Pixel properly installed on your website. If it’s not firing correctly on your landing page, Meta can’t register the view, even if the user gets there.
In a world where every click counts (and costs), focusing on the right kind of engagement is critical. While Link Clicks can give you volume, Landing Page Views offer intent and quality — which is what you ultimately want from your marketing spend.
So next time you’re building a Meta campaign, ask yourself: do I want clicks, or do I want visits? The answer will shape everything that follows.
Anglecommerce 