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How Facebook’s new click measurement will affect your metrics

Published: July 9, 2015

Author: Brad O'Brien

Big announcement from Facebook this week on what they are considering a click.
Here’s the word directly from Facebook:

Currently, CPC takes into account any click taken within an ad unit: a like, a comment, a share, a click to a website, “continue reading,” etc.

What’s the updated definition of CPC?

We’re updating CPC to only account for what we call “link clicks” — i.e., the clicks related to certain ad objectives:

-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

This means that CPC bidding for website conversions or app installs could become a lot more efficient. CPCs probably won’t go down; in my mind it probably means they will go up. If there were 5+ means by which Facebook considered a “click” and now there’s just one – overall click volume will go down and likely mean a bit more costly, but more efficient clicks.
This will also give you a truer measure of conversion rate, and conversion rates should go up. You’re only looking at real clicks to your site or app. The possible higher CPCs and the likely improved conversion rates are something to keep an eye on in the coming weeks. This change was announced yesterday and is effective immediately.
Have you noticed a change in your accounts? Let us know in the comments.

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