[gruez]

are facebook ads pay per click or pay per impression?

[jlj]

Both, they have several pricing models. Also cost per like, and cost per conversion (download). Maybe more.

https://www.webfx.com/social-media/how-much-does-facebook-ad....

[mtnGoat]

Per click

[pc86]

But it's this weird thing where if the click:impression ratio goes down, the clicks get more expensive (at least in was in ~18 when I last ran them).