Meta Cost per Link Click: Website Traffic Efficiency

Track Meta Cost per Link Click to measure your average spend per website visit from ads. The standard CPC metric for traffic campaigns on Facebook and Instagram.

Meta Cost per Link Click measures the average cost each time someone clicks a link in your ad that takes them to your website or app.

Formula

Meta Cost per Link Click = Meta Spend ÷ Meta Link Clicks

Formula Components

Metric	Definition
Meta Spend	Total amount spent on Meta ads
Meta Link Clicks	Clicks that direct users to your website, app, or other destination

Metadata
Type	Currency
Data Source	Meta Ads
Aggregation	Ratio

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Example

Your fitness brand spent $3,600 on Meta traffic campaigns in April and generated 6,000 link clicks to your website.

Campaign	Spend	Link Clicks	Cost/Link Click
New Arrivals	$1,800	3,600	$0.50
Seasonal Sale	$1,200	2,000	$0.60
Blog Content	$600	400	$1.50

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How It Works

Meta counts link clicks as clicks that take users to your specified destination—your website, app store listing, or Instant Experience. Unlike total clicks (which include reactions, comments, and profile visits), link clicks measure intent to visit your property. This makes Cost per Link Click the standard efficiency metric for website traffic campaigns.

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When to Use

Scenario	Action
Running traffic campaigns	Use this as your primary cost efficiency metric over CPC
Cost per Link Click rising	Refresh creative or refine targeting to improve ad relevance
Comparing to CPC	Large gap between CPC and Cost per Link Click suggests many non-link clicks
Cost per Link Click low but conversions poor	Traffic is cheap but may not be qualified—review landing page or audience

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Related Metrics

Metric	Relationship
Meta Link Clicks	Denominator—the click count used in this formula
Meta CPC	Includes all clicks; compare to see engagement vs. traffic intent
Meta Cost per Outbound Click	Similar metric focused on clicks leaving Facebook/Instagram

See all Meta Clicks metrics →