Cost Per Unique Click

Date created: Oct 12, 2022  •   Last updated: Oct 12, 2022

What is Cost Per Unique Click?

Cost Per Unique Click is the average amount of money spent for each unique click on links in advertisements. Generally, unique clicks include link clicks, clicks to view profile pages, engagement such as likes and shares, and clicks to view media.

Cost Per Unique Click Formula

ƒ Sum(Advertising Costs) / Count(Unique Clicks)

How to calculate Cost Per Unique Click

A company spent $100 out of their maximum budget on a Facebook ad campaign which received 500 unique clicks so far. The Cost Per Unique Click for this campaign is $0.20.

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Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your instantly.

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What is a good Cost Per Unique Click benchmark?

According to a 2020 study of Facebook Ad benchmarks, the average cost per link click is $1.72.

Cost Per Unique Click benchmarks

Average Facebook Ads Cost per Click by Industry

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WordStream, 2020
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How to visualize Cost Per Unique Click?

You can use a simple summary chart to effectively visualize your overall Cost Per Unique Click data. Additionally, you can segment this data by campaign using a bar chart to study your performance in more detail.

Cost Per Unique Click visualization examples

Cost Per Unique Click

Bar Chart

Here's an example of how to visualize your Cost Per Unique Click data in a bar chart to observe segmented data.

Cost Per Unique Click


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vs previous period

Summary Chart

Here's an example of how to visualize your current Cost Per Unique Click data in comparison to a previous time period or date range.
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Cost Per Unique Click


Measuring Cost Per Unique Click

More about Cost Per Unique Click

Cost Per Unique Click helps measure the return on ad spend by calculating the average campaign spend on each unique click the ad campaign has received. Unique clicks, as opposed to Cost Per Click (CPC) which includes multiple clicks from the same person, represents the number of individuals who have clicked the advertisement. Clicks are a broad range of actions that includes link clicks, profile page clicks, likes, shares, and clicks to expand and view media.

It is important to understand how your ad platform of choice calculates these metrics. For example, Facebook Ads uses estimated figures based on an internal forecasting model to measure Cost Per Unique Click, Cost Per Link Click, number of unique clicks, and other metrics.

Recommended resources related to Cost Per Unique Click

5 ways to lower your Facebook Ads CPC.