Facebook Ads benchmark data for 2026. Compare performance by channel, industry, and metric.
| Metric | Median | 25th percentile | 75th percentile | Elite |
|---|---|---|---|---|
| CTR (click-through rate) | 0.72% | 0.32% | 1.31% | 2.0%+ |
| CPM (cost per 1,000 impressions) | $13.20 | $7.40 | $22.80 | <$6 |
| CPA (cost per acquisition) | $19.40 | $9.80 | $38.20 | <$8 |
| CVR (conversion rate) | 1.72% | 0.74% | 3.20% | 5%+ |
| ROAS (return on ad spend) | 2.60x | 1.30x | 4.20x | 7x+ |
| Placement | Ctr | Cpm | Cvr | Note |
|---|---|---|---|---|
| Facebook Feed | 0.90% | $12.80 | 1.95% | Highest volume placement |
| Facebook Stories | 0.55% | $9.40 | 1.42% | Full-screen, lower intent |
| Facebook Marketplace | 1.40% | $7.20 | 2.80% | High purchase intent |
| Facebook Reels | 0.48% | $6.90 | 1.10% | Emerging, lowest CPM |
| Right Column | 0.22% | $4.40 | 0.90% | Desktop only, lowest cost |
| Objective | Ctr | Cpm | Cvr | Roas |
|---|---|---|---|---|
| Conversions | 0.85% | $15.40 | 2.10% | 3.20x |
| Traffic | 1.42% | $9.20 | 1.30% | 1.80x |
| Lead Gen | 0.68% | $13.80 | 6.50% | N/A |
| Awareness | 0.38% | $6.40 | 0.42% | N/A |
| Retargeting | 1.85% | $18.20 | 4.80% | 5.40x |
The average Facebook Ads CTR across all industries is 0.72%. Facebook Feed CTR averages 0.90%, while Marketplace achieves 1.40% due to higher purchase intent. A CTR above 1.5% on Facebook Feed indicates strong creative-audience alignment.
Instagram typically delivers higher CTR (1.08% vs 0.72%) and ROAS (3.10x vs 2.60x) for visual/ecommerce categories. Facebook performs better for B2B, service businesses, and older demographics (35+). For most advertisers, running both via Meta Advantage+ placements yields the best blended performance.
Facebook CPM averages $13.20 across industries. Retargeting campaigns run higher ($18+) due to smaller audience pools. Awareness campaigns targeting broad audiences can achieve $6–8 CPM. CPMs spike in Q4 due to retail seasonality.
For ecommerce: use Conversions or Sales objective. For lead gen: Lead Generation (native form) or Conversions (website form). For brand awareness: Reach or Awareness objectives. Always choose the objective that matches your actual business goal - the algorithm optimizes for what you tell it to.