Facebook Updates CPC Measuring Methodology

FB-ADIn the past Cost per Click (CPC) took into account any click taken within an ad such as a like, a comment, a share, a click to a website, or even a ‘read more’. The new measuring method, announced on the 9th July, will only account for what Facebook call ‘link clicks’ i.e., the clicks related to certain ad objectives such as:

  • Clicks to visit another website
  • Call-to-action clicks that go to another website (i.e., “Shop Now”)
  • Clicks to install an app
  • Clicks to Facebook canvas apps
  • Clicks to view a video on another website

“Advertisers come to Facebook to drive business goals, like in-store traffic and website clicks, and they need to know how effective their ads are at driving their stated goal. That’s why starting today, as part of our latest API release, we’re updating the definition of cost per click (CPC) on Facebook to only include clicks to websites and apps, and not likes, shares and comments.”

According to Facebook the update will help ‘advertisers better understand how their ads perform against their objective.’ The changes are due to begin taking effect over the next couple of weeks and, hopefully, marketers on the Facebook platform will begin to start seeing some real ROI.