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Meta Collection Ads Reporting: Landing Page View (LVP) Changes Explained – Image Credit Unsplash+
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:
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:
However, these changes:
Consider the following scenario:
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:
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.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to Find, Book, Grow – driving revenue, maximizing profitability, and creating deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. The company supports its growing customer base with offices across the globe.
To find out more, visit cendyn.com.
Meta Collection Ads Reporting: Landing Page View (LVP) Changes Explained – Image Credit Unsplash+
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:
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:
However, these changes:
Consider the following scenario:
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:
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.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to Find, Book, Grow – driving revenue, maximizing profitability, and creating deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn has over 32,000 customers in more than 150 countries including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality, and Onyx Hospitality Group – generating more than $20 billion in annual hotel revenue. The company supports its growing customer base with offices across the globe.
To find out more, visit cendyn.com.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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