Instagram Ads benchmark data for 2026. Compare performance by channel, industry, and metric.
| Metric | Median | 25th percentile | 75th percentile | Elite |
|---|---|---|---|---|
| CTR (click-through rate) | 1.08% | 0.48% | 1.92% | 3.0%+ |
| CPM (cost per 1,000 impressions) | $16.10 | $9.20 | $27.40 | <$8 |
| CPA (cost per acquisition) | $21.30 | $10.80 | $42.10 | <$9 |
| CVR (conversion rate) | 1.95% | 0.88% | 3.70% | 6%+ |
| ROAS (return on ad spend) | 3.10x | 1.60x | 5.10x | 8x+ |
| Placement | Ctr | Cpm | Cvr | Note |
|---|---|---|---|---|
| Instagram Feed | 1.28% | $15.60 | 2.20% | Primary brand showcase |
| Instagram Stories | 0.82% | $11.40 | 1.68% | Strong for awareness + retargeting |
| Instagram Reels | 0.92% | $10.20 | 1.40% | Fastest growing, native feel |
| Instagram Explore | 1.45% | $13.80 | 2.60% | Discovery intent, visual categories |
| Instagram Shopping | 2.10% | $14.90 | 3.80% | Highest purchase intent |
| Industry | Ctr | Cpm | Cvr | Roas |
|---|---|---|---|---|
| Fashion & Apparel | 2.10% | $14.20 | 2.80% | 4.20x |
| Beauty & Personal Care | 1.85% | $15.40 | 2.60% | 3.90x |
| Food & Beverage | 1.62% | $12.80 | 2.10% | 3.40x |
| Ecommerce (General) | 1.38% | $16.10 | 1.95% | 3.10x |
| Home & Lifestyle | 1.12% | $13.60 | 1.78% | 2.80x |
| Fitness & Wellness | 1.44% | $17.20 | 1.92% | 2.60x |
| B2B / Software | 0.48% | $21.40 | 0.88% | 1.40x |
The average Instagram Ads CTR is 1.08% - higher than Facebook (0.72%) because Instagram's visual format creates stronger creative impact. Instagram Shopping achieves 2.10% CTR. Fashion, beauty, and food verticals consistently outperform the average. A CTR above 2% on Instagram Feed is strong.
Instagram typically outperforms Facebook for ecommerce, fashion, beauty, fitness, and food categories - visual products where Instagram's aesthetic environment creates naturally higher purchase intent. Facebook outperforms for B2B, professional services, and older demographic targeting. The ideal approach uses both.
Instagram Shopping ads achieve the highest CVR (3.80%) for ecommerce. Reels perform best for brand awareness (lowest CPM at $10.20). Carousel ads typically outperform single-image for telling product stories. Stories work well for time-limited offers with clear swipe-up CTAs.
The median Instagram ROAS is 3.10x - higher than Facebook (2.60x). Fashion (4.20x) and Beauty (3.90x) lead. B2B/Software (1.40x) lags significantly. Your break-even ROAS depends on gross margin: divide 1 by your margin percentage (e.g., 40% margin = 2.50x break-even).