Meta Ads reports include both Clicks and Link clicks. What is the difference?
Link clicks counts clicks on links to selected destinations or experiences, on or off Meta’s platforms. Clicks counts all clicks, including link clicks and other interactions with an ad, such as liking or commenting.
Meta gives this example of a link click: someone clicks the Shop now button on your ad and visits your website. Other examples include:
- Clicks on an image or call-to-action button in an ad using the traffic objective
- Clicks on a URL in an ad’s description text
- Clicks on ad formats that open a full-screen experience, such as lead forms, Canvas, and collections
- Clicks to websites and app stores from links in Feed ads
For the broader Clicks metric, Meta gives the example of someone clicking your Page’s name. This metric can include:
- Link clicks
- Post likes, comments, or shares
- Clicks to a Facebook Page or Instagram profile
- Clicks to expand a photo or video to full screen
Because Clicks includes Link clicks, your reports may show more Clicks than Link clicks.
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