We have an ad campaign running on Facebook.  Our goal is to get users to subscribe to our newsletter by visiting the site and subscribing.We noticed a discrepancy between the number of clicks recorded in Google Analytics (600) and the number of clicks billed by Facebook (1000).  It turns out that the 600 clicks that we see are what Facebook calles website clicks.   The other clicks are all activity on Facebook itself: likes, share, and comments.When I started this campaign, I had no idea that Facebook would be charging me for comments, likes, and shares.   Those activities can in no way contribute to my goal of getting users to subscribe and I would like to avoid being charged for them.  Which of these options are available?Run a cost per action (CPA) campaign on FacebookConfigure my campaign to only bill for website clicksDisable likes, share, and comments on my adsLower my bids by 40% to account for the clicks that are not website clicksBy this point, we experimented with lowing our bids.  It doesn't seem to help much.   Here is a summary of the bids we have tried:45 bid -- 60 per website click25 bid -- 62 per website click16 bid -- 58 per website clickIt appears that as you decrease your bid, Facebook shows the ad to users that are more likely to like and share and less likely to click on your website.  
When advertising on Facebook, avoid paying for comments, likes, and shares
facebook;advertising;cpc ads