When using the performance goal to maximize link clicks, Meta has introduced a feature allowing landing page views to be tracked without requiring a pixel on the website. A landing page view is defined as when a user clicks an ad link and successfully loads the destination URL, traditionally tracked via a pixel.
Meta's documentation suggests that in cases of partial or missing data, statistical modeling may be employed. This implies that if a pixel fails to load, Meta could still estimate landing page views through modeling. One theory is that Meta tracks outbound link clicks and measures the time spent before the user returns to a Meta app; a quick return would not count as a landing page view.
While this new method could benefit advertisers unable to install a pixel, such as Amazon, it may not significantly change the landscape. Similar traffic quality issues persist whether optimizing for link clicks or landing page views.
