Website Clicks vs. Website Conversions: What's the difference and does it matter?

Here's a problem I see all the time: You've got your ads set up. They've been running for a week or so. And they're getting tons of clicks.

The problem? No one is converting. 

There are a few things that could explain this and one of the main culprits is using the wrong ad objective.

If you're trying to get people to take an action (more than just clicking on your ad) like giving their email or buying a product, you have to use Website Conversions as the objective for your ad.

If you use Clicks to Website, I can almost guarantee you'll only see a few, if any conversions.

So what's the deal? You're still sending them to a website. Why don't they just give you their name and email? 

Because you picked the wrong ad type. You're not optimizing for conversions. You're optimizing for clicks. And that's exactly what you'll get. A bunch of clicks.

You're not guaranteed to get any conversions.

Here's the deal:

Each ad type is optimized for a specific objective or action. One goal. That's it.  

Depending on your objective, Facebook is going to show your ad to the people most likely to take that action. You need to have them set up the right way so Facebook knows who to show your ad to.

An ad that is set up as Website Conversion is going to be shown to people most likely to sign up for your email list. This is based on their history and actions they usually take on Facebook. So really, Facebook is doing a lot of the work for you.

But you need to be really clear on what you want your audience to do and then pick the right objective. Or you could end up wasting a lot of money.

If you're trying to get people signed up for your email list, webinar or you want them to buy a product, you need to use a Website Conversion Ad. That's the only ad you should be worried about so forget the rest (at least for now).

If you just want to get people to read your latest blog post, tutorial or you want them to check out something on your website, you can use Website Clicks. But don't expect anything more than a click.

Website Clicks vs Website Conversion
Website Clicks vs Website Conversion

So double check your ads and make sure you've got the right objective set.

Have a question you want answered? Drop it in the comments below.

P.S. I cover all of this and more in my Facebook Ads in a Weekend program. Doors open March 2016. Get on the list to be the first to know: Facebook Ads in a Weekend.