[jmcdonald-ut]

I read through the article pretty quickly, so forgive me if I missed something, but what qualifies as a click? Do "Likes" count as a click (for example)?

[firloop]

My somewhat limited knowledge of the world of Facebook advertising (got free $100 credit, ran campaign) would tell me yes, Likes do count as a click.

[soneca]

No, clicks are either click on the ad, directing the user to your site or click on the name of the ad Publisher (i.e. your Fan page). Likes and shares are different metrics