Divide Landing Page Views by Link Clicks in Meta Ads Manager. Above 90% is healthy; under 80% means you are paying for people who leave before your website loads. In Pakistan the ratio is often 60–75% on mobile. Fix heavy images, unused apps and third-party scripts first, then measure again.
- A link click is counted when someone taps the ad; a landing page view only when the page loads and the pixel fires.
- 90%+ is healthy, 80–90% is acceptable, 70–80% is real money leaking, under 70% needs fixing first.
- At 67% on 12,400 paid clicks, around 4,100 people never saw the website.
- Test on a budget Android phone on 4G, not on office wifi.
- Most common causes: images over 200 KB, too many apps, chat and pop-up scripts, heavy videos at the top.
You pay Meta for every click. But a click isn’t a visitor. Between the tap and your page appearing there’s a gap, and on a slow site on mobile data a lot of people give up in that gap. You still paid for them.
The good news: you can measure this in two minutes, for free, in Ads Manager.
The check: Landing Page Views ÷ Link Clicks
- A link click is counted when someone taps your ad.
- A landing page view is counted when your page actually loads and the pixel fires.
Add both columns in Ads Manager (Columns → Customise columns), then divide:
Landing Page Views ÷ Link Clicks
| Result | What it means |
|---|---|
| 90%+ | Healthy |
| 80–90% | Acceptable, worth improving |
| 70–80% | Real money leaking |
| Under 70% | Fix this before anything else in the account |
In Pakistan this number is often 60–75% on mobile. Sites get built and tested on office wifi on a laptop, then served to someone on 4G with a budget Android phone.
Turn it into rupees
Say you paid for 12,400 clicks this month and the ratio is 67%. Around 4,100 people never saw your website. Multiply by your cost per click, and that’s what slow loading cost you this month. It has nothing to do with your ads.
An honest caveat: not every lost click is a slow page. Some taps are accidental, some browsers block the pixel, and some clicks go to your profile rather than the link. Treat anything under 80%, and any drop in the ratio, as the signal.
Test it the way your buyers see it
- Go to pagespeed.web.dev and test your product page, not your homepage. That’s where your ads send people.
- Read the Mobile tab. Desktop doesn’t matter much for this business.
- Check the three Core Web Vitals:
| Measure | What it means | Good |
|---|---|---|
| LCP | When the main image or headline appears | 2.5 seconds or less |
| INP | Lag when someone taps a button | 200 ms or less |
| CLS | How much the page jumps while loading | 0.1 or less |
Then do the test that matters most: open your site on a mid-range Android phone, on mobile data, and time it. Record the screen. Watching your own site take nine seconds to load is more convincing than any report.
Don’t overlook CLS on COD checkouts. If the layout jumps while someone is typing their address, they give up on a form they’d already started.
The usual causes, most common first
- Huge product images. Images of 2 MB or more are common. Aim for under 200 KB, in WebP format.
- Too many apps. On Shopify, every app adds scripts. Remove the ones you don’t use, and check they actually removed their code.
- Third-party scripts. Chat widgets, pop-ups, several pixels, review apps, currency converters. Each one slows every visit.
- No lazy loading for images further down the page.
- A heavy video at the top of the page.
- Sliders that load every slide’s image straight away.
- Custom fonts in several weights.
Fix it, then measure again
This is one of the few marketing fixes where you can see the result clearly. Note your ratio and page speed before you change anything, fix the biggest problems, and check again two weeks later. If the ratio moves from 68% to 85%, you’re getting about a quarter more visitors for the same ad spend.
We check this in every diagnostic, alongside returns and margin. If you’d like us to look at yours, start with the free profit-leak check below.
Frequently asked questions
Why are my landing page views much lower than link clicks?
Usually because the page loads too slowly on mobile data and people leave before the pixel fires. Accidental taps, blocked pixels and clicks to your profile explain some of the gap, but under 80% usually means a speed problem.
What is a good landing page view to link click ratio?
Above 90% is healthy and 80–90% is acceptable. Below 80% you are losing paid clicks, and below 70% it should be the first thing you fix in the account.
How do I make my Shopify store load faster in Pakistan?
Compress images to under 200 KB in WebP, remove unused apps and check their code is gone, cut chat widgets and pop-ups, lazy-load images further down, and avoid a heavy video or slider at the top of the page.
Find out where your money is leaking
Send us your brand and we'll record a short video on your own ad account: what Meta over-counts, where returns cost you, and the first thing we'd fix. Free, with view-only access.