Link-click metrics not mentioned
Why are the metrics related to link clicks not calculated here (CTR and CPC)? I did try to calculate these by myself, but the results are different between using the formula and using the mean of the Facebook Ad dataset. For example, the CPC calculated using the formula Link Clicks/Impressions would get the result of 0.78, whereas the mean of the CPC in the dataset is 0.98. So is Facebook using a different approach to calculate the link clicks, hence why they're not mentioned by the lectures?
Thank you and looking forward to your answer
First of all, I think this course did something bad by skipping certain part without giving explanation.
But if you dig deeper yourself, you will find that CTR (all) on facebook means -> The metric is calculated as clicks (all) divided by impressions.
source: https://www.facebook.com/business/help/928745330472862
further reading: https://www.facebook.com/business/help/674769555983979?id=1794272243992044&helpref=faq_content
Note that it's not df['Link Clicks]. it should be Click (all), but somehow not included in the dataframe.
So, we can't really check for it.
for CPC, I think you used the wrong formula. CPC -> Cost per Click, so it should be amount spent per click (in this case, link click)
It should be -> (df['Amount Spent']/df['Link Clicks']).mean()
source: https://www.facebook.com/business/help/683065845109838?ref=search_new_0
cheers.