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
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: We recommend landing page view optimization over link click optimization, since the former can improve traffic quality. We 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: We recommend trying to optimize for conversions first. 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.
