Link Clicks
What is LC?
Link Clicks count the number of clicks on links within your ad that lead to destinations on or off Meta. This includes clicks on the ad image or video that link to a URL, call-to-action button clicks, and clicks on display URLs. Link clicks do not include engagement clicks like reactions, comments, or shares. It is the primary metric for traffic campaigns and a key input for calculating CPC and CTR.
Formula
CPC (Link) = Total Spend / Link ClicksExample
Your ad receives 80,000 impressions and generates 1,200 link clicks. Your link CTR = (1,200 / 80,000) × 100 = 1.5%. However, only 960 of those clicks resulted in landing page views (80% LPV rate), meaning 20% of clickers bounced before the page loaded.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Facebook Feed | 1.0% – 2.0% CTR | Average link click-through rate |
| Instagram Feed | 0.5% – 1.2% CTR | Lower due to less click intent |
| Stories | 0.3% – 0.8% CTR | Swipe-up friction |
| CPC (Link) | $0.50 – $3.00 | Varies by audience and objective |
Average link click-through rate
Lower due to less click intent
Swipe-up friction
Varies by audience and objective
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Use strong, clear CTAs that tell users exactly what they will get after clicking, vague CTAs reduce click rates significantly.
- 2
Optimize for landing page views instead of link clicks to ensure you pay for people who actually reach your site.
- 3
Test different CTA buttons (Learn More, Shop Now, Sign Up) to find which one generates the most clicks for your audience.
- 4
Ensure your ad creative creates curiosity or desire that the landing page fulfills, disconnects cause high bounce rates.
Frequently Asked Questions About LC
Track Your LC in Real Time
Adship gives you a unified dashboard to monitor LC, optimize campaigns, and improve performance across Meta and TikTok.