If you like to use Facebook ads to send traffic to landing pages, your website, blog posts, etc… so that you can retarget them later, you’re going to like the new “Metric & Optimization” feature that Facebook is rolling out.
It’s called Landing Page Views and the goal of this new feature is to help you increase traffic of people who actually arrive on your site after clicking on your ad.
You know how when you’re setting up your Facebook ads and at the Ad Set level you choose what you want to optimize for?
Well, this new Landing Page Views “optimization” option is designed to help you actually get people to your site.
Now, you might be asking (which is what I did as well)…
How is this different from choosing the “Traffic” objective and optimizing for “clicks” to your website?
It’s actually quite different…
What’s the Difference? — Landing Page Views vs “Clicks”
A ‘landing page view’ is when a person lands on your ad’s destination URL (landing page) after clicking a link in your ad.
When your objective is “Traffic” and you optimize for ‘clicks’, Facebook shows your ad to those people most likely to click off Facebook.
A link click means that a person clicked a link in your ad.
The following scenarios are examples of link clicks that may not result in an actual landing page view:
- A person clicks a link accidentally and closes the page before it gets a chance to load
- A person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes
Optimizing for landing page views is a way to improve the quality of the traffic your site receives as a result of your ads.
And, with landing page views you’ll also have more insight into whether your site is taking too long to load which should improve your site speed.
When Is It Rolling Out?
As of June 26th, 2017, I don’t even have this new feature. You might already, though.
Facebook likes to roll things out across its user-base methodically so if you don’t have it yet, keep on the lookout.