The metric outbound clicks measures the number of clicks leading people off Facebook-owned properties, while link clicks shows clicks to destinations on or off Facebook-owned properties. If you're using an ad format that opens into a full-screen experience, such as collection or Canvas, outbound clicks can provide more insight into the performance of your ads.

In this article:

• About link clicks and outbound clicks
• Overlap between link clicks and outbound clicks

About link clicks and outbound clicks

The metric link clicks reports the number of clicks on ad links to specified destinations or experiences, on or off Facebook-owned properties. For example, if someone clicks on a call-to-action button that takes them to a website or app store, we report this click as a link click. Below are more examples of possible link clicks:

• Clicks on an image or a call-to-action button within an ad that uses the Traffic objective
• Clicks on a URL link in the text description of an ad
• Clicks on ad formats that take someone into a full-screen experience, such as lead forms, Canvas and collection
• Clicks to websites and app stores directly from links in the ad on News Feed

Outbound clicks show the number of clicks on links that take people off Facebook-owned properties. If someone clicks from a full-screen experience (such as collection or Canvas) to a destination off Facebook-owned properties, this click will reported as an outbound click.

Below are a few examples of possible outbound clicks:

• Clicks on a link or call-to-action button in an ad that direct people to a destination off Facebook-owned properties, such as a website, directly from News Feed
• Clicks within ad formats (i.e. lead forms, Canvas and collection) that direct people to destinations off Facebook-owned properties

For example, when someone clicks the Canvas ad below, a full-screen experience opens where someone can scroll through content and images. We measure the click on the ad in News Feed as a link click and the subsequent click from within the full-screen experience leading out to the advertiser's website as an outbound click.

Overlap between link clicks and outbound clicks:

There are often scenarios when a click is reported as both a link click and outbound click. For example, when advertisers use a single image ad to drive traffic to a website, they can set up a call-to-action button directing people from the ad to their website. In this case, Facebook will report clicks on the call-to-action button or image as both a link click and an outbound click.

In contrast, when businesses use Canvas for their campaigns, people tap on an ad in their News Feed and then open a full-screen experience where they can scroll through products, content and images. When people click a link within the full-screen experience that directs to a website or any destination off Facebook-owned properties, we will only report the click as an outbound click.

Learn more: Using analysis and reporting tools to understand the performance of ads

* Nguồn: Facebook