In Facebook Ads, what does it mean when the number of link clicks is greater than the number of times pixels are fired on my landing page?
In general when you have clicks on the ad and they don’t match the landing page visit, there is likely a loss of interest as the page loads.
There will always be a discrepancy in data from different sources, including Facebook, Google analytics and other tracking.
The key is to understand that the default settings in Facebook show clicks on the ad and link clicks (for most ad types).
If you want someone to visit your offer OFF of Facebook, the link click is most important.
Check out this infographic from Kissmetrics about how load time affects your visitors.
Without being able to dig into the account, my educated guess is that you’re sending traffic to a page that has a slower load time so people are abandoning and going back to Facebook.