Facebook has updated the definition of cost per click (CPC) on its platform to only include clicks to websites and apps, and not likes, shares and comments.
The move is aimed towards helping advertisers that come to Facebook to drive business better understand how their ads are actually performing.
The change will be rolled out in the coming weeks and will show up in Ads Manager and Power Editor as well.
Currently, CPC takes into account any click within an ad unit – a like, a comment, a share, a click to a website, “continue reading,” etc.
Going forward, CPC will only account what Facebook calls “link clicks” – links to other websites, clicks on buttons such as Shop Now, clicks to Install App, view video in another website, etc.
Advertisers on Facebook are there to sell products/services and customers liking, sharing and commenting on a post isn’t actually driving their business goals.
Likes, shares and comments will now be categorized as “other” and Facebook says following this metric is still important for advertisers as it reflects the quality of a campaign.