Link click
A click that sent someone to your destination, rather than any of the other things people tap on an ad.
Meta counts two families of click. One counts everything: likes, comments, shares, taps on your page name, expanding a photo, and link clicks. The other counts only the clicks that went to your destination. They are reported under different field names and they differ enormously.
Why it matters for HVAC
Engagement-heavy creative posts spectacular numbers on the first family and nobody arrives anywhere. A local contractor’s ad can collect a great many taps from neighbours, former customers and people who recognise the van, none of which is traffic.
Any claim about landing page interest, traffic quality or cost per visit has to be anchored on link clicks. A reported click-through rate in the tens of per cent is almost always the other family.
How it is measured
Request the inline link click fields specifically rather than the general click fields. If someone quotes a click-through rate at all, the honest version says which one it is in the same sentence.
A worked example
An ad reports 4,100 clicks and a 21% click-through rate. Link clicks: 390, and a link click-through rate of 2.0%. The first pair describes a post people engaged with. The second describes how many of them went to the site. Only one of them predicts anything about leads.
These figures are invented to show the arithmetic. They describe no real business.
Where this is demonstrated
The Instant form campaigns pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.