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.


  1. Gianpaolo Lorusso July 9th, 2015

    Hi Brad,
    Thanks for the update.
    This change is effective for API tools users.
    It will come in the “next weeks” for publishers using FB ads manager and Power Editor.


  2. Terry Whalen July 10th, 2015

    Yes, this change will do nothing to the overall economics, effective CPM will still be the same, and CPAs and other efficiency metrics should not be affected. This is a very welcome change, but it is purely a Reporting change, and it will not do anything for bidding efficiency.

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Brad O'Brien
Brad joined 3Q as Director of Social after spending several years on the brand side at Provide Commerce & FTD companies. Brad has a strong background in Social, SEO, e-commerce, landing page and test optimizations, analytics, as well as production and promotion of digital content. Originally from New Jersey, Brad went to college in Virginia at James Madison University and received a degree in Marketing. He has called San Diego home for the last seven years, and also works out of San Diego. Brad enjoys surfing, being outdoors, music festivals, traveling, cooking, and spending time with his dog Duke.