Metrics & KPIs
What is CPC (cost per click)?
CPC (cost per click) is the amount an advertiser pays for a single click on an ad. On Meta it is total spend divided by the number of clicks the ad received, and it sits between distribution cost (CPM) and conversions.
Formula
CPC = amount spent ÷ clicks
Example
Spend $40 and get 200 clicks → CPC = 40 ÷ 200 = $0.20. If a competitor with the same budget pays $0.50 per click, their creative is earning a lower click-through rate — not necessarily a worse audience.
Why it matters
CPC tells you how efficiently your spend turns into site visits. A high CPC paired with a healthy CTR is usually fine; a high CPC with a low CTR is a creative problem — Meta is charging you more because people aren't clicking. Note that Ads Manager reports both 'CPC (all)' and 'CPC (link clicks)', and the link-click version is the one that matters for traffic.
How to use and improve it
The fastest lever on CPC is a better click-through rate: improve the hook, the first frame, and the offer clarity. Broadening a too-narrow audience often lowers CPC as well.
Frequently asked questions
What is a good CPC on Facebook ads?
It varies by industry and country, from a few cents to over a dollar. Judge it against your own funnel: a CPC is 'good' when the resulting conversion rate keeps your CPA below your margin.
What's the difference between CPC (all) and CPC (link clicks)?
CPC (all) counts every click including likes, comments and expands; CPC (link clicks) counts only clicks to your destination. Optimise against link clicks — those are the visits that can convert.
How do I lower my CPC?
Raise your CTR with stronger creative, widen an over-narrow audience, and cut low-relevance placements. Because Meta rewards engaging ads with cheaper clicks, creative is the biggest lever.
Related
How does your account score?
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