Facebook Tweaks Ad Measurement To Focus On Clickthrough

Right after updating its video ad unit earlier this week, Facebook has continued its efforts to make its ad products more appealing by modifying its cost-per-click (CPC) algorithm to exclude the old engagement metrics such as likes, comments, and shares. Instead, the new CPC calculation will only track the actions directly related to certain ad objectives, such as clicks to visit a destination site or to install an app. This makes it easier for marketers to evaluate campaign performances and get a more precise view of the outcomes.

Source: Marketing Land