Meta广告平台在优化目标为“最大化链接点击次数”时，引入一项新变化：落地页浏览量（Landing Page Views）的衡量将不再强制要求安装Pixel。这意味着即使网站无法部署Pixel，广告主也能追踪用户点击广告后成功加载落地页的情况。Meta可能通过统计建模来弥补数据缺失，例如结合用户行为（如在外部网站停留时间）、用户画像、广告投放位置等信息，来估算落地页的实际浏览量。尽管这一变化为无法安装Pixel的广告主（如亚马逊卖家）提供了便利，但对于广告流量质量的影响可能有限，因为无论是优化链接点击还是落地页浏览，流量质量问题依然存在。

🎯 **Meta广告衡量新机制：** Meta平台在以“最大化链接点击次数”为目标进行广告优化时，已不再强制要求网站安装Pixel来衡量落地页浏览量。这一改变简化了无法部署Pixel的广告主的追踪流程。

📊 **统计建模弥补数据空白：** 当Pixel数据不完整或缺失时，Meta将利用统计建模来估算落地页的实际浏览量。这可能包括分析用户点击后的停留时间、返回Meta平台的速度，以及结合用户、网站和广告投放等多种信息进行预测。

💡 **为特定广告主带来便利：** 这一更新为那些因平台限制（如亚马逊卖家）而无法在网站上安装Pixel的广告主提供了重要支持，使他们能更有效地追踪广告表现。

⚖️ **对流量质量的影响有限：** 尽管新机制提供了更多灵活性，但文章认为，无论是优化链接点击还是落地页浏览，广告流量质量的潜在问题依然存在，该变化本身不一定会显著提升流量质量。

No pixel required for landing page views? How is this possible?

Let’s break it down…

The New Message

When using the performance goal to maximize the number of link clicks, you may see this message:

Maximize landing page views will now work without needing to install a pixel on your website.

Let’s think about this. A landing page view is measured “when a person clicks on your ad link and then successfully loads your ad’s destination URL.” Well, that’s typically been possible with a pixel.

So, how can Meta do this without that data?

A Theory

This, from Meta’s documentation on landing page views, may be a clue:

“In some cases where events can’t be counted directly due to partial or missing data, statistical modeling may be used…”

Clearly, a situation where a pixel doesn’t load on a website would be an example of “partial or missing data.” So modeling would be required.

What might that look like? I have a theory, though it may be oversimplifying things.

Meta knows when you click on an outbound link to an external website. They might focus on time spent before returning to a Meta app. An immediate return wouldn’t be a landing page view. Everything else could be.

Of course, it doesn’t take much to load a landing page, so the percentage of landing page views vs. outbound clicks should be high anyway. But Meta can’t just blindly assume a certain percentage of outbound clicks are landing page views.

Meta could use information about the user, website, placement, and more to sort it out. For example, they may know based on a user’s connection how long it typically takes to load a page and start there.

Does it Matter?

While this provides opportunities for advertisers who are unable to add a pixel to a website (Amazon is the obvious example), I’d stop short of calling this a big deal. Whether you optimize for link clicks or landing page views, similar traffic quality issues exist.

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