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.
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