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Facebook Ads - Optimize for Link Clicks VS Landing Page Views


Gabriel

Hey guys, 😊

I’d love to hear your thoughts about this topic. I’ve been testing 2 different options of “Optimization for Ad Delivery” on Facebook. One is ‘Landing Page Views’ and the other one is ‘Link Clicks’. My tests so far are mixed and not conclusive.

From your experience, is there any difference in performance, cost, CTR… using one or the other (even the quality of the traffic that goes to the Landing Page?)?

Thanks for your inputs!

Cheers,

Gabriel

23 replies

digibomb
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  • 255 replies
  • October 13, 2017

Hey @Gabriel I think @Stefano would be best to answer this Q.

  • Brendan

Gabriel
  • Author
  • 4 replies
  • October 13, 2017

Thanks @digibomb! Happy Friday! 😁


Jonathan
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  • 117 replies
  • October 13, 2017

Hey @Gabriel!

Just to be clear, are you tracking “Landing Page Views” with the Facebook Pixel? In theory, both should be very similar. The difference is in the definition of a View through the Pixel and a click on an ad. This is all theoretical, but one person might click on your ad many times, which might influence your optimization for Traffic. On the other hand, they might only count as 1 LP view by the Pixel.

I would recommend you run an actual split test (50/50) on Facebook to test 2 different optimizations against each other.

I don’t think you’ll find a big difference for this test, so perhaps try optimizing for traffic versus conversions?

Hope this helped!

Jon


Stefano
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  • 627 replies
  • October 13, 2017

@Jonathan is my colleague and a master of all things FB ads. He’s got you @Gabriel! 🙂


Gabriel
  • Author
  • 4 replies
  • October 16, 2017

Hey @Jonathan! Thank you so much for the feedback.
The LP has o FB Pixel indeed. I did a split test during the weekend, and something curious happened. The video performed better with the “Landing Page” optimization, whereas the ads that had images, they had “Link Clicks” as the champion. For this week, I’ll try your suggestion of Traffic x Conversion.

Once more, thank you for your help. 😃

Gabriel.


Jonathan
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  • 117 replies
  • October 16, 2017

It’s a pleasure! Glad you’re getting good feedback from your tests!


Jonathan
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  • 117 replies
  • January 25, 2018

Hey @caglers! That’s not too crazy. What may be happening is that people who click on your ad, end up coming back to your page a 2nd time (or a 3rd time).

Does that make sense?

Optimizing for views is just an extra layer of optimization, since someone who comes back more than once to your page may be a better target than someone who clicks and never goes back.


jamesquirke

So, could you create a custom audience out of people who clicked your link/engaged with your ad more than once?


Jonathan
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  • 117 replies
  • July 13, 2018

Hi @jamesquirke you can definitely create a custom audience based on the frequency of a user’s visit on your site, for example people who have visited the page 2x, 3x, 4x, etc. I believe Gabriel was referring more so to the optimization goal in a campaign. Let me know if you need any help with that!


martinkhan

Hi Jonathan,

Can you please give some more insights on how to target based on frequency?

Cheers,
Martin


Jonathan
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  • 117 replies
  • July 22, 2018

It’s actually available in Facebook’s custom audience options! Create custom audience > Website Traffic > People who visited specific web pages > Further refine by > Frequency.

Enjoy! You can also do it by time spent on site.


Hi guys, not sure this is offtopic but maybe you could help me.

Is it normal to see a big discrepancy between clicks and LP? An ad I’m running has 76 clicks but just 51 LP. I suspect it’s not from people clicking again on the links, because the frequency isn’t that high (1.75)

Thanks 🙂


Jonathan
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  • 117 replies
  • October 5, 2018

Hi Costantino!

Actually, this happens a lot. It can be a sign of many things. For instance, we once found a big discrepancy which made us investigate the LP further. It turns out our load speed as extremelyyyyy slow. People were clicking on the ad, but they wouldn’t wait for the page to load. If the page doesn’t fully load, the Page View event doesn’t trigger.

Perhaps start with that. You can test here https://tools.pingdom.com/


Hi Jonathan,

Thanks for your advice, the load speed was great in Europe, but indeed pretty low in other continents. We’re trying to fix the problem now, hopefully it’ll help!


Jonathan
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  • 117 replies
  • October 9, 2018

Fantastic, I’m glad you were able to locate the issue.


  • 2 replies
  • September 6, 2019

Sorry for resurrecting such an old post, but I’m in a similar pickle… I have about 40-60% Content View to Link Clicks ratio.

I have checked my page load speeds in pingdom and they are acceptable most of the time (below 3s) for many regions. I’m not sure what else I can check… 😦

Any help would be greatly appreciated! I just started in ecomm so don’t assume I know anything ahah 😛

Thank you in advance


Stefano
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  • 627 replies
  • September 6, 2019

Hi there! Would you be able to share your URL? Feel free to DM it if you’d like.


  • 2 replies
  • September 7, 2019

DM sent! Thank you sir in advance for the help 😍


Vladyslav_Leonov

Can the discrepancy between LP views and Link Clicks also be because some people just don’t accept cookies?


Forum|alt.badge.img
Gabriel wrote:

Hey guys, 😊

I’d love to hear your thoughts about this topic. I’ve been testing 2 different options of “Optimization for Ad Delivery” on Facebook. One is ‘Landing Page Views’ and the other one is ‘Link Clicks’. My tests so far are mixed and not conclusive old version capcut.

From your experience, is there any difference in performance, cost, CTR… using one or the other (even the quality of the traffic that goes to the Landing Page?)?

Thanks for your inputs!

Cheers,

Gabriel

When testing 'Landing Page Views' versus 'Link Clicks' for Facebook ad optimization, the key difference lies in the quality of traffic. 'Landing Page Views' tends to prioritize users who load your landing page, often resulting in better conversion rates, but it may cost more. On the other hand, 'Link Clicks' might attract a larger audience but with a lower likelihood of converting, potentially affecting CTR and the quality of traffic. Experimenting with both can help determine which one aligns better with your goals.


  • 3 replies
  • February 2, 2025

I'm also encountering this issue right now. I've been testing 'Landing Page Views' vs. 'Link Clicks' on Facebook Ads, but my results have been inconclusive too. I'd love to hear from others who have compared these optimizations in terms of cost, CTR, and traffic quality.


  • 3 replies
  • February 5, 2025
joeroot67 wrote:

I'm also encountering this issue right now. I've been testing 'Landing Page Views' vs. 'Link Clicks' on Facebook Ads, but my results have been inconclusive too. I'd love to hear from others who have compared these optimizations in terms of cost, CTR, and traffic quality.

I am seeking guidance thanks.


  • 3 replies
  • February 6, 2025
joeroot67 wrote:

I'm also encountering this issue right now. I've been testing 'Landing Page Views' vs. 'Link Clicks' on Facebook Ads, but my results have been inconclusive too. This reminds me of how video content, especially edited with tools like CapCut, can impact engagement—sometimes a well-edited video drives more clicks, while other times, raw, unedited content performs better. However, if you're using CapCut and experiencing capcut lagging  issues, you might find this solution https://capprocutapk.com/ helpful. I'd love to hear from others who have compared these optimizations in terms of cost, CTR, and traffic quality.

Is there anyone who can help me with this?


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