buckworks - 9:57 pm on Jun 24, 2012 (gmt 0)

Why more actions than clicks?

I think it's because people can click the "Like" in your ad without actually clicking through to the page.

Is there a reason why one wouldn't want this?

One reason: if it cost 39¢ per like and those folks didn't (eventually) do something that put the 39¢ back in your pocket.