Best practices for landing page view performance goals

Setting performance goals for landing page views is a way to improve the quality of the traffic that your site receives because of your ads.

• If your goal is to get more traffic on specific pages of your website: We recommend landing page view optimisation over link click optimisation, as the former can improve traffic quality. We especially recommend it if you want people to land on specific web pages on their mobile devices.
• If your goal is to get more conversions: We recommend trying to optimise for conversions first. However, maximise number of conversions does not work for everyone. A conversion-optimised ad set needs to get about 50 or more of the conversion it's optimised for per week to have a chance at being effective. If your ad set doesn't get that many conversions per week, landing page view optimisation could be an effective alternative. It's also a good choice if you don't have lower-funnel events (such as purchase conversions) set up with your Meta pixel yet.
• If your goal is to get more people viewing more content on your site overall (not landing on specific destination URLs): We recommend setting a performance goal for "view content" conversions instead of landing page views, as the former optimises for people to view any page on your site with that event added.

  • Note: If you optimise for view content conversions, you may add the pixel base code for that specific event to every page that you want people to view. For landing page view optimisation, you only have to add the pixel base code on pages you want people to land on from your ads.
• If you're using an ad format (such as Offers or Messenger) that takes people to a Facebook Page or video: We recommend setting a performance goal for link clicks, not landing page views.

• About landing page view optimisation
• Landing page views