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Watch the Video Tutorial:
How to Understand Clicks (All) vs Link Clicks in Meta Ads
🖱️ Clicks (all): Counts every click on the add, link clicks, clicks to view videos, photos, react comment etc.
➡️ When to use: For Engagement and Brand Awareness campaign Objectives
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🔗 Link Clicks: Counts clicks going to external URLs (outside of Meta)
➡️ When to use: For Traffic, Lead Generation and Sales campaign Objectives
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Frequently Asked Questions on How to Understand Clicks (All) vs Link Clicks in Meta Ads
What’s the difference between Clicks (All) and Link Clicks in Meta Ads?
Clicks (All) = any click on your ad
Link Clicks = clicks specifically on the link or CTA that opens your website or destination
What counts as a Click (All)?
Clicks (All) include:
Likes
Comments
Shares
Expanding the caption
Viewing your profile
Swiping carousel cards
Clicking your Page name or avatar
Opening the sound
What counts as a Link Click?
Link Clicks include clicks on:
The primary CTA button
URL in the ad text
Carousel card links
Destination buttons inside the creative
Why do Clicks (All) numbers look so inflated compared to Link Clicks?
Because engagement clicks (likes, comments) massively outnumber real link clicks. A post with high engagement can create fake CTR illusions.
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