Ginny Marvin says, “The once regaled Like is getting another kick in the shin. Facebook is changing up the way it calculates cost-per-click to an approach that moves past its roots as a place for brands to win popularity contests by garnering “likes” to one that puts business performance objectives first.

For advertisers that want to drive app installs or traffic to their websites, the cost-per-click (CPC) will no longer take into account engagement actions such as comments, likes and shares. The calculation will focus solely on so-called “link clicks”.

What counts as a link click?

These are the “link clicks”, which Facebook considers related to certain ad objectives that should impact advertisers’ bidding strategies and will be included in the new CPC definition“.

Facebook Dumps “Likes” In New CPC Calculation To Focus On Performance Outcomes

Marketing Land

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