03 Jan Facebook feature – Increase landing page views
**New feature alert**
Facebook Business Manager now has a new option to optimise for ‘increase landing page views’. How does this differ from the other ‘link clicks’ option? read on…
•• About landing page view optimization
This feature is being tested and may not be available to you right now.
•• What’s a landing page view?
A landing page view is when a person lands on your ad’s destination URL (landing page) after clicking a link in your ad.
Important: In this context, “landing page” refers only to the destination URL you choose during ad creation. It doesn’t refer to your website’s “home page” (which may be referred to as its “landing page” in other contexts) and won’t send people there unless you choose it as your destination URL.
Optimizing for landing page views requires a pixel.
•• Is that different from a link click?
Yes. A link click means that a person clicked a link in your ad. The following scenarios are examples of link clicks that may not result in a landing page views:
– A person clicks a link accidentally and closes the page before it gets a chance to load
– A person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes
Optimizing for landing page views is a way to improve the quality of the traffic your site receives as a result of your ads.
•• What does it mean to “optimize” for something?
When creating an ad set, you make an “Optimization for Ad Delivery” choice. This choice tells Facebook’s delivery system what results to try to get for you. For example, if you tell them to optimize for landing page views, they’ll try to show your ad to the people they think are the most likely to land on its destination URL.
•• Can I optimize for landing page views?
If you meet the following criteria, yes:
– Your ad set is part of a campaign with a traffic or conversions marketing objective
– Your ad account has access to a fully-implemented pixel
– Your website has the pixel base code installed on the page(s) you want to optimize for people landing on
If I can optimize for landing page views, should I?
It depends on your goal and/or ad format:
– If your goal is to get more traffic on a specific page (or specific pages) of your website: Facebook recommends landing page view optimization over link click optimization, since the former can improve traffic quality. They especially recommend it if you’re trying to get people to land on a page (or pages) on their mobile devices.
– If your goal is to get more conversions: Facebook recommend trying to optimize for conversions first (consult their guide for best practices). However, conversion optimization does not work for everyone. A conversion-optimized ad set needs to get about 50 of the conversion it’s optimized for per week (though getting, even more, is better) to have a chance at being effective. If your ad set doesn’t get that many per week, landing page views could be an effective alternative. They’re also a good choice if you don’t have lower-funnel events (ex: a purchase conversion) set up with your pixel yet.
– If your goal is to get more people viewing more content on your site overall (not landing on specific destination URLs of ads): We recommend optimizing for ViewContent conversions instead of landing page views, since the former optimizes for people to view any page on your site with that event added.
Note: This means you have to add that specific event to every page you want people to view. For landing page view optimization, you only have to have the pixel base code on every page you want people to land on (we only optimize for people landing on your website after clicking from your ad).
However, keep in mind that this type of optimization is not available for ad sets in Traffic campaigns.
If you’re using an ad format (ex: Canvas, Offers, Messenger) that takes people to a Facebook page or video: We recommend optimizing for link clicks, not landing page views.
•• How do I start optimizing for landing page views?
Assuming you meet the requirements, all you have to do is choose Landing page views as your “Optimization for Ad Delivery” choice in ad set creation.
You may also want to implement some of our tips to improve mobile site performance to get the most out of landing page view optimization.
•• Additional information
How is a landing page view different from a custom conversion?
A landing page view:
– Has a fixed short attribution window and is only attributable to a link click (unlike a custom conversion which could be attributed to a click or a view)
– Can occur only 1 time per link click (unlike a custom conversion which can occur multiple times per link click / view)
– Uses the PageView event, so it’s available as part of the Facebook pixel base code (unlike a custom conversion, which requires you to set up a ViewContent custom event)
What isn’t a landing page view?
A landing page view isn’t:
– A click to Canvas. Only clicks from Canvas to website destination pages with the pixel will count as landing page views. If you want to increase Canvas views, we recommend choosing link clicks instead of landing page views as the result your ad set is optimized for.
– A click to Messenger. Only clicks from Messenger to website destination pages with the pixel will count as landing page views. If you want to increase traffic to Messenger, we recommend choosing link clicks instead of landing page views as the result your ad set is optimized for.