- A landing page view counts the actual loads, where the click counts the intent to come.
- The gap between the two directly measures what your site's slowness costs.
- It's the most honest denominator for computing a conversion rate on Meta.
Definition
A landing page view is counted when the target page actually loaded after a click on the ad.
Worked example
A campaign records 2,400 link clicks and 1,700 landing page views: 29% of the people who clicked never saw the page. At 1.20 euros per click, that's 840 euros lost over the month before the message is even read.
Orders of magnitude
A gap of 10 to 20% is common. Beyond 30%, the problem is almost always mobile load speed, more rarely a faulty redirect.
The most common mistakes
- Computing the conversion rate on clicks. Doing it on page views isolates what's down to the site from what's down to the ad.
- Blaming the gap on tracking. It comes mostly from load time: people leave before.
- Ignoring the metric on mobile. That's where the gap is widest and most fixable.
Where to find the metric
In Meta, the Landing page views column, to compare systematically to Link clicks. The metric has no direct equivalent on Google Ads, where you compare clicks to GA4 sessions.
Frequently asked questions
The Adwise team connects Google Ads, Meta Ads, LinkedIn Ads, GA4 and Search Console so agencies and freelancers can run their campaigns from a single place.