Facebook’s updated definition of cost-per-click puts emphasis on valuable link clicks, not impressions.
Over the past few years, Facebook has continued to evolve its bidding algorithms to help advertisers meet their specific business goals. They recently unveiled a revised cost-per-click (CPC) definition that states that advertisers bidding on a CPC basis will only pay for “link clicks” (“valued click” engagements) based on campaign objectives. Advertisers will no longer pay for all click types, including but not limited to likes, shares, and clicks that enlarge images regardless of a campaign's goal.
So what’s a valuable link click according to Facebook? Clicks on call-to-action buttons that link offsite, (I.e., “Shop Now”), clicks to install an app, clicks to Facebook canvas apps and clicks on a link to view a video on another website. This latest update is designed to provide stronger measurement that more closely aligns with bidding strategies.
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