You bought 561 link clicks. 195 people arrived.

Here are two numbers from our own Meta account, last 30 days, one ad set: 561 link clicks, 195 landing-page views. We paid ₹727 for the clicks. Sixty-five percent of them never became a person on the page.

If you report on link clicks — or worse, optimise for them — that gap is invisible. Ads Manager will happily show you a healthy CTR and a falling cost per click while two-thirds of what you buy evaporates between the tap and the site.

A link click is a tap, not a visit

Meta counts a link click the instant someone touches the link. A landing-page view requires the page to actually load with the Meta pixel (or an in-app browser event) confirming arrival. Between those two moments live all the ways a click dies: slow mobile pages, the in-app browser opening and being closed before paint, accidental taps — especially on placements where the tap target is most of the screen — and bots that click but never render.

Some gap is physics. Industry-typical is roughly 20–40% loss; ours was 65%. The size of the gap is itself a diagnostic: the worse it is, the more your delivery is skewed toward accidental-tap placements and click-happy audiences.

Why click optimisation makes it worse

When an ad set optimises for link clicks, Meta’s delivery system hunts for the people and placements most likely to produce them — at the lowest cost. Accidental taps are the cheapest clicks in the auction. So the system drifts, rationally, toward exactly the inventory where clicks are least likely to become visits. You trained it to. On our account the drift had a name: Audience Network, taking ~99.8% of two campaigns’ budget with clicks that almost never landed.

Measure your own gap

The fix ladder

Rung one, free: switch optimisation from link clicks to landing-page views. Meta now only counts — and hunts for — clicks that arrive. Expect the reported click count to fall and the visit count to hold; you were never buying those clicks anyway.

Rung two, the real one: a pixel event on the page that means money (Lead, Schedule,Purchase) and optimisation toward that. Landing-page views still count arrivals, not outcomes. Note the ladder’s order, though — conversion optimisation needs conversions to learn from, so a brand-new account climbs to arrivals first and earns its way to outcomes.

One honest caveat: changing an ad set’s optimisation goal resets its learning phase. Don’t flip it daily; pick the rung your data supports and let it learn.