Meta Collection Ads reporting: Landing Page View (LVP) changes explained
Starting in June 2025, Meta (Facebook) will implement a change in reporting that may affect how advertisers view the performance of Collection Ads using Instant Experiences. This update could decrease the reported Landing Page Views (LPVs), but it’s important to note that this does not indicate a decline in actual performance. Instead, it represents a change in the definition and measurement of LPVs.
What are Collection Ads?
Collection Ads are a mobile-first, immersive format on Facebook that allows users to engage with rich media experiences without leaving the platform. Typically, they feature a visually compelling cover image or video followed by a clickable Instant Experience (IX), showcasing various assets or messages.
How is Meta’s Collection Ad reporting changing?
Previous reporting:
- A user clicks on an ad, which opens the Instant Experience, an in-platform browsing experience.
- When a user clicks the call-to-action (CTA) button within Instant Experience (e.g., “Join the Legacy”), they are directed to the brand’s website.
- Facebook previously counted entry into the Instant Experience as a landing page view, even if they hadn’t actually visited the website.
New reporting (June 2025 onwards):
Facebook will no longer count Instant Experience views as Landing Page Views. Facebook will now track LPVs only when the user clicks through and fully loads the external website.
Why this matters for advertisers
This reporting change ensures that landing page views reflect authentic website engagement, not just interactions within Facebook’s platform. It supports more accurate campaign optimization and better alignment with website-focused KPIs, especially for advertisers focused on building high-quality retargeting audiences.
What to expect
Advertisers may initially see:
- Lower LPV counts starting in June 2025 due to stricter measurement criteria
- Longer learning phases for LPV-optimized campaigns because of fewer recorded LPVs
However, these changes:
- Do not indicate declining performance
- Will not affect clicks, purchases, revenue, or ROAS
- Will likely enhance audience quality and improve down-funnel performance over time
Consider the following scenario:
- Before update: 100 clicks into Instant Experience counted as 100 LPVs.
- After update: Of those 100 clicks, 60 fully loaded the website, now counting as 60 LPVs.
- Result: LPVs drop, but the metric now reflects true engagement.
A note on LPVs and campaign insights
Most TapClicks dashboards do not show LPVs by default. However, many social media buyers mention this metric in monthly reports. They see LPVs as a higher-intent signal than a simple click, especially for upper-funnel campaigns. Going forward, we will continue to track LPVs carefully and provide additional context in reporting as needed.
What should you do?
No action is required at this time.
Cendyn will proactively monitor campaign performance and provide updates to guide strategic decision-making. Don’t worry; a decline in LPVs in your June report is typical and not an indication of worsening campaign performance.
Should your hotel still use Collection ads?
Absolutely. We are not recommending any changes to your current Collection Ad strategy. Despite this reporting adjustment, Collection Ads remain highly engaging and effective, especially for hospitality advertising. They visually showcase:
- Hotel rooms and amenities
- Seasonal promotions
- Destination highlights
These ads effectively capture attention and inspire travel, making them a valuable component of your advertising strategy.
Continue leveraging Collection Ads confidently, understanding this measurement shift enhances the accuracy and reliability of your ad performance data.
