Actions represent the number of times people have taken an action (e.g. liked your Page or installed your app) after being shown your advert on Facebook. People who've seen your advert are able to take an action without clicking on your advert, which means that the number of actions and clicks are often different. Your advert could result in more clicks than actions, or vice versa.

To make sure that you're billed accurately, our detection systems may filter out repetitive, incomplete or abusive clicks before they ever appear in your charges or reports. Additionally, the number of times any person can see or click on your adverts in a day is capped. We monitor traffic and click patterns across Facebook so that you won't be charged for clicks that appear to be generated by bots or other automated systems.

If you're using third-party reporting tools and their data doesn't match Facebook's, learn why.

* Nguồn: Facebook