It’s important to be very serious about the goals of your campaign because that’s what Facebook does. If you tell Zuck you want clicks, you get clicks and if you want to reach a big audience, that’s what you get.
I’ve seen many discussions about Facebook’s ad performance covering a too wide range of metrics. A useful rule of thumb is that if the agency managing your account makes the performance analysis complex. They don’t want you to understand it (ouch!).
