Link click vs landing page view
A link click is a tap; a landing page view is a person who actually arrived.
On Meta a link click is counted the moment someone taps the ad. A landing page view is counted only when the page finishes loading with the pixel on it — which needs the pixel, and needs the person to wait. The gap between the two is the share of paid taps that never became visits: people who tapped by accident and left, or gave up while a slow page loaded. On mobile in India the gap is routinely a third to two thirds of clicks. Optimising an ad set for landing page views instead of link clicks tells Meta to find people who arrive, which usually costs more per click and far less per visitor. The pixel has to be there first, or the number is zero.
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