There's over 400 millions people on Facebook, so if you aren't using it as a tool to reach people, you're missing the boat. One question that regularly comes up is, "Should I pay per click or impression when buying Facebook ads?"
Here's the short answer: clicks. When you buy clicks rather than impressions, you get the impressions anyway because Facebook doesn't get paid unless people click. That means Facebook is going to put the ad up as much as possible so that you can get clicks.
The other reason clicks are better is because it allows you to track your results more effectively. You can't track the results of impressions. However, you can track clicks.
The bottom line is, clicks will give you the impressions and clicks will show you if your ad campaign is being effective or not.
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