One of the biggest misconceptions in paid social is that “link clicks = traffic.”
They don’t. Meta measures intent, not arrival.

That’s why I always compare Meta’s click data to GA4 landing page sessions before making optimization calls.

Do you trust Meta’s link click data, or do you always cross-check?

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honestly, I don't trust any platforms link click data - at times it is over represented and sometimes it's underrepresented; it really depends on the platform, our orchestration, and the audience.

For example if you're running any campaign in an IT space, that audience just isn't clicking links. That is not their behavior

It’s something to look at, but nothing I would make decisions based on. Engagement matters more than the clicks, and the GA4 metrics are more meaningful for our use.

Cross check everything. And then take that with a grain of salt because GA4 isn't infallible. The source of truth for us is the site dashboard.

Yeah clicks is not the same as page views!

Cross check for the win. Trusting the platform’s click data is like taking your 8yr old’s word when you ask if they cleaned their room without actually opening the door to peak inside.

It kinda measure both

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