Will I be charged for my Meta ad if it didn't receive impressions or link clicks?

Whether you get charged for your ad depends on the goal and performance of your ad. For many optimisation goals, you pay for impressions. Some optimisation goals also let you choose between impressions and actions.

If you choose the link click, you're charged on a cost per link click (CPC) basis. You aren't charged for your ad if you choose cost per link click pricing and it doesn't receive any link clicks.

If you choose the impression, you're charged on a cost per 1,000 impressions (CPM) basis. You aren't charged if you choose CPM pricing and it doesn't receive any impressions.

• Troubleshoot ad performance
• About ad auctions
• Glossary of ad terms