CPC Versus Impression Based Ads

With Facebook, you can develop advertisements where you either pay for impressions or based on the number of clicks your ad receives.

If you are just getting started with Facebook advertising, I recommend choosing cost per click (CPC), so that you can accurately test your advertisements, while paying only for responses rather than just views.

You can always change your advertisement format to ‘impression based’ later on in the event you wish to test out alternative options.