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This is particularly true for mobile, where it's very easy to mistakenly tap on an ad while attempting to scroll/swipe. The natural user reaction is to quickly

This is particularly true for mobile, where it's very easy to mistakenly tap on an ad while attempting to scroll/swipe. The natural user reaction is to quickly go 'back' by swiping or hitting the back button, often before promoted site has time to load and fire off its mess of tracking pixels/javascript. However, Facebook itself has tracking pixels, and are configurable such that you can optimize for visitors that reach conditions (e.g. complete a signup). It makes much more sense to look at costs and ad performance based on these downstream metrics, vs. looking at banner ad clicks. (As stated in the article)

jackweirdy 11y ago
> This is particularly true for mobile, where it's very easy to mistakenly tap on an ad while attempting to scroll/swipe. Even if this is the case, I think it would be hugely unethical of Facebook to sell accidental clicks as deliberate engagement.
corobo 11y ago
Watch out when using tracking pixels. I am sorry I've not been able to find the source yet but in the past Facebook has said that they use them to target ads at other users if they successfully hit your tracking pixel. It makes sense that they would as they now know that user is likely to click ads and follow through, but will in the long run increase your advertising costs as you're now competing against others for that user