A good conversion rate for Meta Ads is 15.0% or higher, which puts you in the top quarter of advertisers. The median is 9.2%, so anything above that beats at least half of accounts, and 4.8% or lower is the bottom quarter.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | conversion rate |
|---|---|
| Good (top quarter) | 15.0% or higher |
| Median | 9.2% |
| Bottom quarter | 4.8% or lower |
| Strongest accounts | 20%+ |
A good conversion rate for Meta Ads is 15.0% or higher, which puts you in the top quarter of advertisers. The median is 9.2%, so anything above that beats at least half of accounts, and 4.8% or lower is the bottom quarter.
The median conversion rate for Meta Ads is 9.2% in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land above it and half below it.
No. 4.8% is the bottom-quarter line for Meta Ads: three in four advertisers do better. Aim for the median, 9.2%, first.
Facebook and Instagram ads report through Meta Ads, so the same benchmark applies: 15.0% or higher is good, and the median is 9.2%.
The strongest accounts reach 20%+. Treat that as a ceiling to learn from rather than a target for every campaign.