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 Benchmarketing 4-Band Method. The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Where the numbers come from. The figures on this page come from the Benchmarketing benchmark dataset — thousands of curated benchmark observations across channels, industries, and US metro areas. Every statistic traces to a named source: WordStream Google Ads Benchmarks (2024), Meta Business Insights (2024), HubSpot Email Marketing Report (2024), Unbounce Conversion Benchmark Report (2024), Databox Marketing Benchmark Report (2024), Benchmarketing Platform Data (2023–2024). Benchmarketing does not publish anonymous "studies show" figures.
The Benchmarketing position. Beating the cross-industry average for Facebook Ads is a vanity milestone, not a target. Compare your number to the P25–P75 band for your specific industry and channel; if you are above average but below your industry's P75, you are leaving performance on the table.
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.