Recently, Facebook introduced a few new kinds of metrics to its advertising platform.
This creates brand new ways to measure how much engagement your campaigns are getting.
One of the new metrics is “Landing Page Views,” and it's a good place to focus if your campaign goal is to drive traffic to a landing page.
Before this was introduced, the usual way to measure traffic from ads to a landing page was the click engagement metric.
However, any click on your ad counts toward this, and it might not mean the user made it through to your website.
The new landing page views metric can give a much clearer picture of how much traffic your ad actually produced.
Discrepancies between landing page views and click engagement can also uncover site issues you might not have known about, like slow load times or poor mobile optimization.
In a recent blog post, Facebook ad expert Jon Loomer explains how you can implement the landing page views metric to get a more accurate reflection of how many people made it to your landing page.
Landing Page Views
This may be the most useful addition of the new metrics. It’s one more step to further clarify click engagement.
Click engagement often confuses advertisers. When promoting a link to an external website, advertisers regularly misunderstood a click to mean any click to their website. But a “click” included any click on the ad.
During the past year, Facebook provided further clarity by separating clicks into the following categories:
- Clicks (All): All clicks on an ad, including those not on a link
- Link Clicks: All clicks on links, including those to Facebook endpoints
- Outbound Clicks: All clicks on links that drive people away from Facebook
This was helpful, but advertisers continued to see discrepancies between Outbound Clicks and the number of people reported to visit their website from other services (like Google Analytics, for example).
While there are many reasons why these numbers weren’t matching up (and they’ll never match up), there was one more metric that was needed.
A user can click on an outbound link but never make it to the destination.
Or more accurately, they can abandon that visit before Facebook or Google Analytics can record their visit (the pixel load doesn’t complete).
To account for this, Facebook is rolling out Landing Page Views.
This way, advertisers will see not only how many people clicked their outbound link, but how many actually made it to the landing page.
The addition of Landing Page Views not only gives advertisers a better understanding of number of people who completed a visit, but it will allow them to spot potential issues in load time and mobile optimization.
A large discrepancy between Outbound Clicks and Landing Page Views would suggest a problem that requires investigation.
Facebook says that advertisers will also be allowed to optimize for Landing Page Views.
Currently, when using the Traffic objective, advertisers can optimize for link clicks, impressions or Daily Unique Reach.
The addition of Landing Page Views as an optimization option will allow advertisers to optimize to show it to people not only most likely to click but actually reach the landing page.
You can read more about how to get the most out of Facebook's new metrics over at Jon Loomer's blog.