Facebook is updating its definition of cost per click (CPC) to exclude clicks such as likes, shares, and comments, and only count link clicks—those that drive users to websites, apps, or video views on other sites. This change, effective from July 8 in the API and rolling out to Ads Manager and Power Editor in weeks, aims to better align metrics with advertiser goals, potentially increase CPC but improve return on ad spend for those bidding on link clicks. Advertisers can still bid for engagement clicks separately.
The update affects reporting metrics like CPC and CTR, which may increase or decrease respectively. Facebook advises API users to adopt the new definition by October 7, while interface buyers need no immediate action.
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