Facebook Updates How CPC is Measured: Excludes Likes, Shares and Comments

[engine]

Clearly, advertisers aren't really interested in Likes or shares and comments as that probably doesn't directly give them an roi. Instead, only the "click links" will now count. "Click links" should drive actions to visit another site, a click to a buy now site, to install an app, clicks to Facebook canvas apps, and clicks to view a video on another site.

...starting today, as part of our latest API release, we’re updating the definition of cost per click (CPC) on Facebook to only include clicks to websites and apps, and not likes, shares and comments.
This update is intended to help advertisers better understand how their ads perform against their objective. In the coming weeks, this change will take effect in Ads Manager and Power Editor as well. Here’s what you need to know about the update. Facebook Updates How CPC is Measured: Excludes Likes, Shares and Comments [facebook.com]

[incrediBILL]

I can't believe it included all that crap previously.

Any offers to refund those that paid a whole lot for nothing?

[Nutterum]

It was not some sort of secret, the previous CPC definition, so I do not believe anyone will be eligible for refund(besides they will have to refund billions upon billions, so again - no). As for the new CPC definition, this is the latest effort by Facebook to stay relevant on the markets.

[engine]

As with any newish program, the definitions and rules are "made up as they go along."

Paying for likes is not what i'd call an ad campaign. Paying for actions such as clicks to a site is more appropriate. I wonder how it will affect Facebook's earnings, which, i believe, the next quarter is due to be released later this month. It probably won't be reflected until the subsequent earnings later in the year.

[J_RaD]

holy YES!

running a cpc on facebook and finding out I was paying for flipping comments and thumbs up about made my jaw hit the floor....i quickly cut my ads out of the newsfeed area and stuck my ads in the sidebar only!