We need to see some real numbers before making these kind of predictions. What was the volume of clicks that OP couldn't detect? 10, 1K, 1M? It makes a big diff

We need to see some real numbers before making these kind of predictions. What was the volume of clicks that OP couldn't detect? 10, 1K, 1M? It makes a big difference. Also given FB users' aversion to ads this whole issue could be explained by users just clicking the back button. Ad supported sites have trained users to do three things very well: install adblock, habitually ignore ads, quickly click away from any interstitial or unexpected ads like on Hulu. Another note on the "back button": I recently discovered the awesome power of "three-finger swipe back button" on Macbook trackpad. So it's possible users can "click" back even faster than before. I can and before the swipe I was well-trained in the art of "CMD back arrow" :-)