When running Meta Ads, it’s tempting to focus entirely on pre-click metrics like impressions, click-through rate (CTR), cost per click (CPC) and end result purchase metrics like cost per purchase (CPA) and return on ad spend (ROAS).
While these are important for understanding how your ads perform at driving traffic and engagement and attributed ROI, they only tell half the story. The real magic happens after the click—on your Storefronts or traditional landing pages.
Post-click metrics are the key to understanding whether your users are doing what you want once they land on the site. Think of these metrics as the bridge between traffic and actual results. Let’s explore why these metrics matter, how to use them, and how to optimize based on what you find.
The Goal: Pinpoint Areas for Optimization
The ultimate goal of tracking post-click metrics isn’t just to measure ROI —it’s to identify specific areas of your funnel that need improvement. By analyzing each KPI, you can determine where your customers are dropping off and take targeted actions to improve results.
For example:
- Strong outbound CTR but low page views per click? Your initial landing page experience might not be meeting user expectations and some adjustments need to be made to the initial sections presented.
- Healthy page view rate but poor Add-to-cart (ATC) rate? Your product descriptions, visuals, CTAs or promos may not be compelling enough.
- High ATC rate but low checkout rate? Friction in the checkout process is likely the culprit.
By breaking down the customer journey step by step, you can optimize each portion of the funnel rather than making broad, unfocused changes. This targeted approach leads to better results—and a more efficient use of your ad budget.
Why Post-Click Metrics Matter
Imagine you’re driving high CTRs, but sales aren’t coming through. What’s the issue? By looking at your landing page KPIs, you can find the answer.
They tell you:
- How engaged users are with your landing page experience.
- Where potential customers drop off.
- What’s holding back conversions.
These allow you to identify weak spots in your customer journey and make data-driven improvements that move the needle on revenue.
Key Post-Click Metrics to Track
We strongly recommend using Black Crow’s post-click Paid Storefront analytics tool within your portal. It provides the most accurate and actionable insights into your funnel performance and potential optimization areas for your Storefront. Keep in mind that post-click Meta metrics are best used as directional indicators since they can be influenced by view-through conversion data.
Below are some in-platform post-click metrics our partners focus on. Here is a helpful guide to build these metrics in Meta ads
Outbound Click-Through Rate (CTR)
Meta has many click metrics, the default being Clicks (all). The issue with this metric when judging your landing page performance is that it includes on-Meta clicks such as liking, commenting, clicking the profile, expanding ad images etc... Outbound Clicks only counts users who exited Meta services.
Further reading from Meta
- What's the difference between "clicks (all)" and "link clicks"?
- What's the difference between link clicks and outbound clicks?
Outbound CTR shows the percentage of ad viewers who clicked to visit your landing page. While technically pre-click, it bridges to post-click performance. If this is below average, users aren’t even seeing your landing page experience so it will take time to have meaningful results.
Optimization Tip: Update the visuals and copy of your ad. This encourages a click and seamless experience to your landing page.
Page Views per Click
This measures the amount of pages users view after they click through the ad. A low amount of page views suggests user disinterest.
Optimization Tip: Iteratively test adding additional content blocks, UGC content, or product reviews to your landing page. Here are some Storefront testing ideas from Black Crow partners.
Add to Cart Rate
This is the percentage of users who added a product to their cart after landing on your storefront. A good indicator of purchase intent.
Optimization Tip: Highlight clear calls to action (CTAs) and streamline product navigation. Consider showcasing social proof, like reviews, to build trust. Black Crow Storefronts offer a frictionless add to cart experience that is optimized for mobile.
Checkout Rate
Of those who add items to their cart, how many proceed to checkout? A drop here often signals friction in the checkout process.
Optimization Tip: Simplify the checkout process. Minimize the number of steps and remove friction.
Conversion Rate
The ultimate goal! Conversion rate shows the percentage of visitors who completed their purchase.
Optimization Tip: Review every step of the funnel for leaks. Offer incentives like free shipping or limited-time discounts to push conversions over the line. Here is some Storefront testing inspiration.
Using These Metrics to Drive Results
Once you have your Meta reporting columns and post click metrics setup, here is a helpful structure to follow:
Step 1: Pinpoint Problem Areas
After your ads have run for some time where results are significant enough, dive into your metrics to see where drop-offs occur. Are users bouncing before adding to cart? Are they abandoning during checkout?
Step 2: A/B Test Solutions
Test different elements of your Storefront—copy, visuals, review sections, accordions, banners, CTAs, or page layouts. For example, if add-to-cart rates are low, experiment with different banners to drive users to their cart.
Step 3: Iterate Constantly
Optimization isn’t a one-time effort. Regularly review metrics, implement changes, and refine your Storefront experience to stay ahead of the curve.
Wrapping Up
Judging your Storefront’s performance doesn’t end with the click. By focusing on post-click metrics like pages per click, add-to-cart rate, checkout rate, and conversion rate, you gain a complete picture of your funnel’s performance.
Use this data not just to track results, but to improve them. With a bit of testing and optimization, you’ll transform traffic into tangible outcomes—and that’s the ultimate goal for any marketer and the goal of Black Crow Storefronts.