A good conversion rate for Instagram Ads is 3.7% or higher, which puts you in the top quarter of advertisers. The median is 1.9%, so anything above that beats at least half of accounts, and 0.88% or lower is the bottom quarter. It varies by industry, from 0.88% in b2b / software to 2.8% in fashion & apparel.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | conversion rate |
|---|---|
| Good (top quarter) | 3.7% or higher |
| Median | 1.9% |
| Bottom quarter | 0.88% or lower |
| Strongest accounts | 6%+ |
| Industry | Median conversion rate |
|---|---|
| Fashion & Apparel | 2.8% |
| Beauty & Personal Care | 2.6% |
| Food & Beverage | 2.1% |
| Ecommerce (General) | 1.9% |
| Home & Lifestyle | 1.8% |
| Fitness & Wellness | 1.9% |
| B2B / Software | 0.88% |
A good conversion rate for Instagram Ads is 3.7% or higher, which puts you in the top quarter of advertisers. The median is 1.9%, so anything above that beats at least half of accounts, and 0.88% or lower is the bottom quarter. It varies by industry, from 0.88% in b2b / software to 2.8% in fashion & apparel.
The median conversion rate for Instagram Ads is 1.9% in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land above it and half below it.
No. 0.88% is the bottom-quarter line for Instagram Ads: three in four advertisers do better. Aim for the median, 1.9%, first.
The strongest accounts reach 6%+. Treat that as a ceiling to learn from rather than a target for every campaign.