You may have noticed that if you compare the number of clicks in the Audience Inspector and the number of clicks in the Interests Breakdown the values shown are different (sometimes they vary considerably!), and you may have wondered what is the reason for that. You're in the right place!
All the clicks you see refer to the same campaign, but are about two different metrics:
- Link Clicks (more specifically, inline link clicks) that is the number of clicks on links that effectively redirect users to your external page. These are shown in the Audience Inspector box and in the stats of your Campaign Dashboard.
- Engagement Clicks are the ones that identify an interaction of the user with your ad. They include Link clicks, but also include Like, shares, visit to the page etc. These clicks are the one reported in the Interests Breakdown box.
Another important reason why numbers are usually very different between the two boxes, is that a person interested in a certain topic, let's say "Kindergarten", can be also interested in another one, let's say "Early childhood education." Since it's the same person, it will only count as 1 Link Click, but as s/he is interested in both topics, it will count as two different Engagement Clicks, one per interest!
Why did we use two different type of clicks? Unfortunately the value "inline link click" isn't available for interest breakdown, only engagement click. We are showing the only data we can get.