Starting July 2017, Facebook will be changing how they measure click metrics. Prior to this update, Facebook provided an All Clicks metric, which was based on the total number of clicks on your ad, but often included other engagement that would not be defined as a click – such as comments, likes, and shares.
To provide the most accurate representation of your metrics and ensure standardization across platforms, AdRoll will be switching from reporting on the All Clicks metric to Facebook’s Link Clicks metric, which includes clicks on links to destinations and experiences, on or off Facebook owned properties. This is a more accurate definition of clicks to use moving forward.
Please note that this update may result in changes to the click metrics reported in AdRoll starting June 19, 2017. For more information, reference Facebook’s original post.