Multiple ad networks, including Facebook, which is the one most popular with small to medium sized businesses, rely on consistent website data to improve campaign performance. Each ad campaign includes objective choices and the best return for general website traffic – which most DMOs prefer – falls into the category of “landing page views” rather than “clicks” or “impressions”. When a user clicks an ad, a landing page view signal will only take place when the script loads on the page. This ensures the user lets the page load, which is more valuable than just a link click.
Yet, the repercussions are actually more far-reaching than a less valuable action. A landing page view objective will assist the machine learning with future optimization. When a consumer clicks the ad link and scrolls through the landing page, the Facebook pixel works on collecting persona signals based on the actions taken on the site. If the user spends limited time on the page or quickly abandons the page due to long waits based on load time, the machine learning cannot pick up enough signals to improve the audience the ad is served to in the future. It also tells Facebook this is a low-quality experience. This will result in much higher cost per clicks (CPC), lower click through rates (CTR), and even higher costs per impression (CPM), which diminish the value of your campaign spend.