What are the Facebook ads benchmarks for 2026?
In the US, the median Facebook traffic campaign gets a 1.93% CTR at $0.60 per click, and the median lead campaign pays $27.39 per lead (WordStream, 1,377 and 452 US campaigns, April 2025 to June 2026).
Read the full answer
CPM depends on the country and the panel: the median US ad account paid $21.98 per 1,000 impressions in September 2026, against $8.76 worldwide (AdKit, all objectives). For e-commerce, the median brand on Triple Whale had a $15.06 CPM and a ROAS of 1.88 from August 2025 to July 2026. These are medians from named panels, not Meta figures: Meta publishes no average CTR, CPC or CPM. Every number on this page gives its source, its period and its statistic, and the sources were all read on October 22, 2026.
- 1.93%Median CTR, US traffic campaigns2.70% for lead campaigns. WordStream, Apr 2025 to Jun 2026.
- $0.60Median CPC, US traffic campaigns$1.80 for lead campaigns. WordStream, Apr 2025 to Jun 2026.
- $27.39Median cost per lead, US lead campaignsConversion rate 8.54%. WordStream, 452 campaigns.
- $21.98Median CPM, US ad accounts$12.27 to $38.89 between the 25th and 75th percentiles. AdKit, September 2026.
- 1.88Median ROAS, e-commerce brandsCPM $15.06, CPA $38.99. Triple Whale, 40,000+ brands, Aug 2025 to Jul 2026.
Which Facebook ads benchmark should I quote for each metric?
One line per metric, with the number we would quote first, its scope, period and source. Every other source is in the sections below.
| Metric | Benchmark | Scope and statistic | Period | Source |
|---|---|---|---|---|
| CTR, traffic campaigns | 1.93% | Traffic campaigns, US, all industries (click type not stated). Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| CTR, lead campaigns | 2.70% | Lead campaigns, US, all industries (click type not stated). Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| CPC, traffic campaigns | $0.60 | Traffic campaigns, US, all industries. Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| CPC, lead campaigns | $1.80 | Lead campaigns, US, all industries. Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Cost per lead | $27.39 | Lead campaigns, US, all industries. Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Conversion rate, lead campaigns | 8.54% | Lead campaigns, US, all industries (leads ÷ clicks). Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| CPM, US | $21.98 | Meta, US, all objectives, 400+ advertisers. Median per ad account | September 2026 | AdKit |
| CPM, worldwide | $8.76 | Meta, worldwide, all objectives, 1,100+ advertisers. Median per ad account | September 2026 | AdKit |
| CPM, e-commerce | $15.06 | E-commerce brands on Triple Whale, country not stated. Median | Aug 2025 to Jul 2026 | Triple Whale |
| Cost per purchase, e-commerce | $38.99 | Cost per purchase, e-commerce brands on Triple Whale. Median | Aug 2025 to Jul 2026 | Triple Whale |
| ROAS, e-commerce | 1.88 | E-commerce brands on Triple Whale, all industries. Median | Aug 2025 to Jul 2026 | Triple Whale |
What is the average CTR for Facebook ads in 2026?
From 1.02% to 2.70% depending on the panel, and most of the gap comes from what each one counts. AdKit and Databox publish both the CTR on all clicks and the CTR on link or outbound clicks; WordStream does not say which one it measures. Compare your own CTR with the line that counts the same clicks.
| Scope | Value | Statistic | Period | Source |
|---|---|---|---|---|
| Traffic campaigns, US, all industries (click type not stated) | 1.93% | Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Lead campaigns, US, all industries (click type not stated) | 2.70% | Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| E-commerce brands on Triple Whale, Facebook and Instagram | 2.39%+15.97% year over year | Median | Aug 2025 to Jul 2026 | Triple Whale |
| Meta, US, all objectives, all clicks | 2.60%25th to 75th percentile: 1.77% to 3.82% | Median per ad account | September 2026 | AdKit |
| Meta, US, all objectives, outbound clicks only | 1.39%25th to 75th percentile: 0.48% to 2.38% | Median per ad account | September 2026 | AdKit |
| Meta, worldwide, all objectives, all clicks | 2.45%25th to 75th percentile: 1.60% to 3.58% | Median per ad account | September 2026 | AdKit |
| Meta, worldwide, outbound clicks only | 1.02%25th to 75th percentile: 0.18% to 1.98% | Median per ad account | September 2026 | AdKit |
| Facebook ads, 2,800+ companies, CTR (all) | 1.9% | Median | One month, not stated | DataboxPartial method |
| Facebook ads, 2,800+ companies, link CTR | 1.18% | Median | One month, not stated | DataboxPartial method |
| Meta, Facebook and Instagram combined, link CTR | 1.18% | Average | December 2025 | Gupta MediaPartial method |
| Facebook, worldwide, thousands of ad accounts | 2.3367%1.8677% in July 2025 | Median per campaign | July 2026 | SuperadsPartial method |
What is a good CTR for Facebook ads by industry?
A good CTR is one above the median of your own industry and objective. In US traffic campaigns, the median runs from 1.46% in Finance & Insurance to 2.73% in Beauty & Personal Care, with CPCs from $0.34 to $0.86.
Type your impressions and clicks into the free CTR calculator to see your CTR next to these medians.
| Industry | Median CTR | Median CPC |
|---|---|---|
| Animals & Pets | 1.85% | $0.51 |
| Apparel / Fashion & Jewelry | 1.51% | $0.71 |
| Arts & Entertainment | 2.71% | $0.34 |
| Attorneys & Legal Services | 1.77% | $0.69 |
| Automotive: For Sale | 1.47% | $0.70 |
| Automotive: Repair, Service & Parts | 1.51% | $0.74 |
| Beauty & Personal Care | 2.73% | $0.50 |
| Business Services | 1.64% | $0.70 |
| Dentists & Dental Services | 1.55% | $0.61 |
| Education & Instruction | 1.50% | $0.70 |
| Finance & Insurance | 1.46% | $0.86 |
| Furniture | 1.90% | $0.64 |
| Health & Fitness | 1.86% | $0.64 |
| Home & Home Improvement | 1.76% | $0.63 |
| Industrial & Commercial | 2.06% | $0.54 |
| Personal Services | 1.93% | $0.67 |
| Physicians & Surgeons | 1.90% | $0.61 |
| Real Estate | 2.37% | $0.55 |
| Restaurants & Food | 2.68% | $0.45 |
| Shopping, Collectibles & Gifts | 1.88% | $0.59 |
| Sports & Recreation | 1.77% | $0.59 |
| Travel | 2.28% | $0.42 |
| All industries | 1.93% | $0.60 |
What is the average CPC for Facebook ads?
In the US, the median CPC is $0.60 for traffic campaigns and $1.80 for lead campaigns (WordStream), and $0.80 per ad account across all objectives (AdKit, September 2026). Worldwide panels sit lower, from $0.36 to $0.77. In several panels, CPCs fell over the year while CPMs rose: CTRs rose faster.
To see what your own budget buys at your CPM and CTR, use the Facebook ads cost calculator.
| Scope | Value | Statistic | Period | Source |
|---|---|---|---|---|
| Traffic campaigns, US, all industries | $0.60 | Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Lead campaigns, US, all industries | $1.80 | Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Meta, US, all objectives (spend ÷ clicks) | $0.8025th to 75th percentile: $0.43 to $1.47 | Median per ad account | September 2026 | AdKit |
| Meta, worldwide, all objectives (spend ÷ clicks) | $0.3625th to 75th percentile: $0.15 to $0.76 | Median per ad account | September 2026 | AdKit |
| Facebook ads, 2,800+ companies, CPC (all) | $0.4025th to 75th percentile: $0.19 to $0.78 | Median | One month, not stated | DataboxPartial method |
| Meta, Facebook and Instagram combined, cost per link click | $0.85 | Average | December 2025 | Gupta MediaPartial method |
| Facebook, worldwide, thousands of ad accounts | $0.77$1.08 in July 2025, peak of $1.29 in November 2025 | Median per campaign | July 2026 | SuperadsPartial method |
| Paid social, all platforms (not Meta only), same advertisers | −18%Clicks +53%, CTR +33%, spend +26% | Year-over-year change | Q2 2026 | Skai |
| Paid social, all platforms (not Meta only) | −22%Clicks +42%, CTR +27% | Year-over-year change | Q1 2026 | SkaiPartial method |
How much does a Facebook lead cost?
The median US lead campaign paid $27.39 per lead, with an 8.54% conversion rate from click to lead (WordStream, 452 campaigns). By industry, it runs from $12.30 in Career & Employment to $61.56 for dentists. AdKit’s blended figure is higher because it divides all account spend by leads.
| Industry | CTR | CPC | Conversion rate | Cost per lead |
|---|---|---|---|---|
| Arts & Entertainment | 3.34% | $0.88 | 15.31% | $14.59 |
| Automotive: For Sale | 2.29% | $2.01 | 4.15% | $35.52 |
| Beauty & Personal Care | 1.35% | $2.97 | 5.63% | $50.91 |
| Career & Employment | 3.52% | $0.73 | 5.38% | $12.30 |
| Dentists & Dental Services | 1.62% | $5.70 | 6.07% | $61.56 |
| Education & Instruction | 1.74% | $1.72 | 15.87% | $26.31 |
| Furniture | 3.78% | $2.18 | 5.66% | $39.25 |
| Health & Fitness | 3.09% | $1.84 | 7.98% | $27.11 |
| Home & Home Improvement | 2.14% | $2.18 | 5.32% | $42.95 |
| Industrial & Commercial | 2.57% | $1.55 | 4.50% | $35.87 |
| Personal Services | 2.24% | $1.62 | 6.61% | $38.09 |
| Physicians & Surgeons | 4.18% | $1.68 | 6.41% | $32.14 |
| Real Estate | 4.17% | $1.27 | 9.95% | $13.74 |
| Sports & Recreation | 3.16% | $1.08 | 6.75% | $15.49 |
| All industries | 2.70% | $1.80 | 8.54% | $27.39 |
Source: WordStream (by LocaliQ), Facebook Ads Benchmarks 2026. Medians of 452 US lead campaigns, at least 4 per industry, April 1, 2025 to June 30, 2026. Not in WordStream’s lead sample, so not shown: Animals & Pets, Apparel / Fashion & Jewelry, Attorneys & Legal Services, Automotive: Repair, Service & Parts, Business Services, Finance & Insurance, Restaurants & Food, Shopping, Collectibles & Gifts, and Travel.
Cost per lead and conversion rate, all sources
| Scope | Value | Statistic | Period | Source |
|---|---|---|---|---|
| Lead campaigns, US, all industries | $27.39 | Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Lead campaigns, US, all industries (leads ÷ clicks) | 8.54% | Median | Apr 2025 to Jun 2026 | WordStream 2026 |
| Meta, US, blended: all account spend ÷ leads | $43.6925th to 75th percentile: $14.06 to $120.35 | Median per ad account | September 2026 | AdKit |
| Meta, worldwide, blended: all account spend ÷ leads | $25.9025th to 75th percentile: $9.51 to $99.45 | Median per ad account | September 2026 | AdKit |
What is a good conversion rate and cost per purchase on Facebook?
For e-commerce, the median brand on Triple Whale converts 1.53% of clicks into purchases at a $38.99 cost per purchase. AdKit’s US median is $84.59, because it divides the whole account spend by purchases, prospecting and brand campaigns included.
| Scope | Value | Statistic | Period | Source |
|---|---|---|---|---|
| Purchase conversion rate, e-commerce brands on Triple Whale | 1.53% | Median | Aug 2025 to Jul 2026 | Triple Whale |
| Cost per purchase, e-commerce brands on Triple Whale | $38.99$37.80 a year earlier (+3.14%) | Median | Aug 2025 to Jul 2026 | Triple Whale |
| Cost per purchase, Meta, US, blended over the account | $84.5925th to 75th percentile: $39.11 to $265.96 | Median per ad account | September 2026 | AdKit |
| Cost per purchase, Meta, worldwide, blended | $52.1825th to 75th percentile: $18.90 to $172.04 | Median per ad account | September 2026 | AdKit |
| Cost per purchase, Facebook ads, 2,800+ companies | $17.0425th to 75th percentile: $5.33 to $23.56 | Median | One month, not stated | DataboxPartial method |
| Cost per landing page view, Meta, US, blended | $2.14 | Median per ad account | September 2026 | AdKit |
| Cost per add to cart, Meta, US, blended | $11.83 | Median per ad account | September 2026 | AdKit |
| Cost per checkout started, Meta, US, blended | $24.55 | Median per ad account | September 2026 | AdKit |
| Cost per registration, Meta, US, blended | $55.89 | Median per ad account | September 2026 | AdKit |
AdKit’s costs per result are “blended”: all the spend of an ad account divided by the number of that result, not the cost of a campaign set up for it. AdKit says so on its page.
What is the average CPM for Facebook ads in 2026?
It depends on the country and the panel: the median US ad account paid $21.98 per 1,000 impressions in September 2026, and the median account worldwide $8.76 (AdKit). E-commerce brands on Triple Whale had a $15.06 median CPM over the year to July 2026. Never quote a CPM without its country, panel and period.
Turn any of these CPMs into a budget or a number of impressions with the free CPM calculator.
Meta publishes no average CPM. Every CPM on this page is a median or an average from a named panel of advertisers, not Meta’s own number. What Meta does publish is the change in its average price per ad, further down.
| Scope | Value | Statistic | Period | Source |
|---|---|---|---|---|
| Meta, US, all objectives, 400+ advertisers | $21.9825th to 75th percentile: $12.27 to $38.89 | Median per ad account | September 2026 | AdKit |
| Meta, worldwide, all objectives, 1,100+ advertisers | $8.7625th to 75th percentile: $3.44 to $18.64 | Median per ad account | September 2026 | AdKit |
| E-commerce brands on Triple Whale, country not stated | $15.06$13.30 a year earlier (+13.24%) | Median | Aug 2025 to Jul 2026 | Triple Whale |
| E-commerce stores, US, sample size not published | $16.08 | Statistic not stated | Not stated | LebesguePartial method |
| Facebook ads, 2,800+ companies, country not stated | $7.2625th to 75th percentile: $3.67 to $13.03 | Median | One month, not stated | DataboxPartial method |
| Meta, Facebook and Instagram combined | $10.02$8.32 average for 2025, $7.43 annualized for 2024 | Average | December 2025 | Gupta MediaPartial method |
| Facebook, worldwide, thousands of ad accounts | $16.47$18.86 in July 2025, peak of $24.26 in November 2025 | Median per campaign | July 2026 | SuperadsPartial method |
| Paid social, all platforms (not Meta only), “a stable range” | $5–$6 | Statistic not stated | Q1 2026 | SkaiPartial method |
Facebook CPM month by month in 2026
AdKit, Meta, worldwide, median per ad account, with the 25th and 75th percentiles.
| Month | Median CPM | 25th to 75th percentile |
|---|---|---|
| January 2026 | $5.70 | $2.35 to $11.92 |
| February 2026 | $6.61 | $2.85 to $12.74 |
| March 2026 | $7.04 | $2.97 to $13.51 |
| April 2026 | $7.08 | $2.87 to $12.99 |
| May 2026 | $7.24 | $3.23 to $13.84 |
| June 2026 | $7.66 | $3.23 to $15.38 |
| July 2026 | $6.77 | $2.84 to $14.41 |
| August 2026 | $7.59 | $3.07 to $16.23 |
| September 2026 | $8.76 | $3.44 to $18.64 |
Facebook CPM by e-commerce industry
Triple Whale publishes no CPM table: these are the only industry CPMs written in its text.
| Industry | Median CPM | Year-over-year change |
|---|---|---|
| Health & Wellness | $21.80 | +18.96% |
| Books & Music | $14.01 | +33.33% |
| Baby | $11.50 | +1.52% |
| Electronics | not published | +17.25% |
| Medical Devices & Equipment | not published | +16.39% |
| Business Supplies & Equipment | not published | +1.65% |
| E-learning & Online Courses | not published | −6.61% |
Facebook CPM by countrySee the CPM of 52 countries (Lebesgue, e-commerce)
Partial method: Lebesgue publishes neither its sample size, nor its period, nor whether these are medians or averages, and its page announces 50 countries for 52 rows. For the US, AdKit’s median for September 2026 is $21.98.
Facebook ads CPM by country for e-commerce stores (Lebesgue, modified October 12, 2026)
- United States
- $16.08
- Qatar
- $12.67
- Saudi Arabia
- $12.01
- United Kingdom
- $11.81
- Australia
- $11.63
- Canada
- $11.47
- United Arab Emirates
- $10.00
- Germany
- $9.05
- New Zealand
- $9.01
- Denmark
- $8.74
- Austria
- $8.63
- Netherlands
- $8.58
- Switzerland
- $8.40
- Ireland
- $8.26
- Sweden
- $8.12
- Kuwait
- $8.07
- Belgium
- $7.96
- Finland
- $7.72
- Israel
- $7.48
- Luxembourg
- $7.47
- Norway
- $7.31
- Singapore
- $7.21
- France
- $6.95
- Estonia
- $6.89
- Hong Kong
- $6.73
- Japan
- $6.73
- Spain
- $6.65
- Lithuania
- $6.51
- Iceland
- $6.30
- Italy
- $6.06
- Latvia
- $6.05
- Portugal
- $6.02
- South Korea
- $5.80
- Czech Republic
- $5.70
- Poland
- $5.55
- Croatia
- $5.39
- Malaysia
- $5.39
- Romania
- $5.38
- Hungary
- $5.24
- Slovenia
- $5.15
- Slovakia
- $5.12
- Greece
- $4.89
- Bulgaria
- $4.21
- Mexico
- $3.92
- Philippines
- $3.40
- South Africa
- $2.99
- Serbia
- $2.77
- Brazil
- $2.63
- Chile
- $2.44
- Colombia
- $2.00
- Egypt
- $1.81
- India
- $1.36
LebesguePartial method · Updated October 12, 2026
What is a good ROAS for Facebook ads?
A good ROAS is one above your break-even ROAS, which is 1 divided by your gross margin. For reference, the median e-commerce brand on Triple Whale had a ROAS of 1.88 over the year to July 2026, from 1.13 in Media & Publishing to 2.35 in Sports & Outdoors.
Get your ROAS and the break-even ROAS your margin needs with the ROAS calculator.
| Scope | Value | Statistic | Period | Source |
|---|---|---|---|---|
| E-commerce brands on Triple Whale, all industries | 1.881.86 a year earlier (+0.57%) | Median | Aug 2025 to Jul 2026 | Triple Whale |
| Purchase ROAS as attributed by Meta, 2,800+ companies | 3.1625th to 75th percentile: 0.12 to 7.45 | Median | One month, not stated | DataboxPartial method |
No source publishes a US-only ROAS or a ROAS for lead generation. The number that tells you whether your ads pay is your own break-even ROAS: with a 40% gross margin, it is 1 ÷ 0.40 = 2.5, so a ROAS of 1.88 would lose money while it would pay at a 60% margin.
Facebook ads ROAS, CPA, conversion rate and CTR by e-commerce industry
Triple Whale, 40,000+ e-commerce brands, Facebook and Instagram, medians from August 1, 2025 to July 31, 2026. The change is year over year, as published by Triple Whale.
| Industry | ROAS | CPA | Conversion rate | CTR |
|---|---|---|---|---|
| Apparel & Accessories | 2.24+4.76% | $36.98+1.49% | 1.47%+4.02% | 2.44%+15.54% |
| Beauty | 1.54−3.59% | $39.31+6.06% | 1.79%−10.45% | 2.46%+15.51% |
| Home & Garden | 2.25+6.04% | $47.93+6.71% | 1.24%−3.57% | 2.38%+11.52% |
| Food & Beverage | 1.61+7.08% | $38.57+0.71% | 1.89%−8.27% | 1.98%+9.17% |
| Health & Wellness | 1.44−8.47% | $40.53+8.95% | 1.50%−13.99% | 3.02%+23.28% |
| Sports & Outdoors | 2.35+5.02% | $44.53+1.35% | 1.28%+5.22% | 2.01%+10.34% |
| Toys, Art & Collectibles | 1.95+2.04% | $34.85−1.52% | 1.53%+5.95% | 2.35%+12.47% |
| Pets & Animals | 1.60+2.50% | $38.51+0.96% | 1.63%−10.66% | 2.37%+20.32% |
| Electronics | 1.94−1.31% | $51.86+11.75% | 1.13%−15.69% | 2.41%+21.52% |
| Lifestyle & Boutique | 2.04+9.72% | $31.16+4.35% | 1.62%−8.38% | 2.44%+11.74% |
| Baby | 2.25+4.20% | $29.61+0.29% | 1.82%−5.29% | 1.98%+8.99% |
| E-learning & Online Courses | 1.19−5.80% | $26.80−5.67% | 1.31%−23.29% | 2.74%+29.38% |
| Books & Music | 1.65+2.35% | $30.69+2.00% | 1.69%+2.10% | 2.62%+28.98% |
| Media & Publishing | 1.13−3.14% | $36.60+6.94% | 1.51%+1.22% | 2.48%+22.37% |
| Travel Accessories & Luggage | 2.28+0.76% | $50.95+8.39% | 1.19%−7.72% | 2.40%+15.74% |
| Medical Devices & Equipment | 1.63+7.41% | $51.86−1.47% | 1.09%+10.66% | 2.80%+15.48% |
| Business Supplies & Equipment | 2.34+16.56% | $37.98+5.58% | 1.70%−10.12% | 1.88%+3.89% |
| All industries | 1.88+0.57% | $38.99+3.14% | 1.53%−4.73% | 2.39%+15.97% |
Triple Whale · Updated August 17, 2026
How have Facebook ad costs changed since 2024?
CTRs went up and CPCs went down in WordStream’s panels, while CPMs rose for Triple Whale’s e-commerce brands and Meta’s average price per ad rose 12% in the second quarter of 2026. Both are true: a click gets cheaper when the CTR rises faster than the CPM.
Every quarter since 2021, by region: Meta ad price history.
WordStream, US campaigns, medians
| Metric | 2024 | 2025 | 2026 | Change |
|---|---|---|---|---|
| CTR, traffic | 1.57% | 1.71% | 1.93% | +12.87% |
| CPC, traffic | $0.77 | $0.70 | $0.60 | −14.29% |
| CTR, leads | 2.58% | 2.59% | 2.70% | +4.25% |
| CPC, leads | $1.88 | $1.92 | $1.80 | −6.25% |
| Conversion rate, leads | 8.67% | 7.72% | 8.54% | +10.62% |
| Cost per lead | $22.87 | $27.66 | $27.39 | −0.98% |
2024 values as cited in the 2025 report. The change is the one WordStream publishes for 2026. The sample changes every year (traffic: 554 campaigns in 2025, 1,377 in 2026; leads: 726, then 452), so these changes compare different panels. WordStream 2026 · WordStream 2025
Triple Whale, same e-commerce brands over two years
| Metric | Aug 2024 to Jul 2025 | Aug 2025 to Jul 2026 | Change |
|---|---|---|---|
| CPM | $13.30 | $15.06 | +13.24% |
| CTR | 2.06% | 2.39% | +15.97% |
| Conversion rate | 1.60% | 1.53% | −4.73% |
| CPA | $37.80 | $38.99 | +3.14% |
| ROAS | 1.86 | 1.88 | +0.57% |
| Average order value | $70.88 | $73.36 | +3.50% |
Meta itself reports only the change in its average price per ad, across all its apps and advertisers: +12% year over year in the second quarter of 2026 (+20% for users in the US and Canada), +12% in the first quarter, and +9% over 2025. Ad impressions grew +14% in the second quarter of 2026 (+9% in the US and Canada). Meta
Why do Facebook ads benchmarks disagree?
Seven panels give seven CPMs, from $7.26 to $21.98, and none of them is wrong. Five differences in method explain almost every gap. Check them before you put two numbers side by side.
Five things that change the number
The country
US or worldwide. At AdKit, the US median CPM is about two and a half times the worldwide one.
The panel
E-commerce brands (Triple Whale, Lebesgue) or every kind of advertiser (AdKit, Databox, WordStream).
The statistic
A median per ad account, a median per campaign, or an average, which big spenders pull up.
The month
September, July or December: CPMs climb in the weeks around Black Friday and the holidays.
The objective
A traffic campaign, a lead campaign and a sales campaign do not buy the same impressions.
The contradictions, explained
Are prices going up or down?
Up: Meta’s average price per ad +12% (Q2 2026), Triple Whale’s CPM +13.24%.
Down: WordStream’s traffic CPC −14.29%, Skai’s paid social CPC −18%.
Both. A CPC can fall while the CPM rises if the CTR rises faster, which WordStream, Triple Whale and Skai (CTR +33%) all show.
Is the median ROAS 1.88 or 3.16?
1.88: Triple Whale, e-commerce brands, median over a year.
3.16: Databox, purchase ROAS as attributed by Meta, one month.
Attribution and panel change everything. Never put these two side by side without saying so.
Does a lead cost $27.39 or $43.69?
$27.39: WordStream, lead campaigns only, 15 months.
$43.69: AdKit, all account spend divided by leads, one month.
The first is the cost of a campaign built for leads. The second is blended across everything the account runs.
Is a good CTR 1.18% or 1.9%?
1.18%: Databox, link CTR.
1.9%: Databox, CTR (all), same panel.
Link CTR counts clicks to your site; CTR (all) adds likes, comments and profile clicks. WordStream does not say which one it measures.
Why do other sites quote different Triple Whale numbers?
This page: Triple Whale’s edition of August 17, 2026 (CPA $38.99, CTR 2.39%).
Elsewhere: CPA $38.19, CTR 2.19%, CPM $14.19.
Those figures match neither the current edition nor its prior-year values. Cite the page with its date.
How do I cite these Facebook ads benchmarks?
Quote the original publisher and link to this page for the comparison. Each metric has its own anchor, so you can link straight to it.
Citation
Adwize, “Facebook Ads Benchmarks 2026: Every Source, Side by Side”, https://adwize.ai/facebook-ads-benchmarks, updated October 22, 2026.HTML link
<a href="https://adwize.ai/facebook-ads-benchmarks">Facebook ads benchmarks 2026 (Adwize)</a>Our compilation is free to reuse under the Creative Commons Attribution 4.0 license: credit Adwize and link to this page. The figures belong to their publishers: name them too. CC BY 4.0
Now run the numbers on your own account
Benchmarks tell you where the middle is. Your account tells you what to change. Adwize is an AI agent for Meta ads: it launches, optimizes, creates and reports on your Facebook and Instagram campaigns, with every change approved by you.
Start free trialQuestions about Facebook ads benchmarks
Still unsure? Email us. A real person replies.
Yes, for most US campaigns. WordStream puts the median CTR at 1.93% for traffic campaigns and 2.70% for lead campaigns (April 2025 to June 2026). AdKit’s US median across all objectives is 2.60% counting all clicks, but 1.39% counting only outbound clicks (September 2026), so check which CTR you compare.
Yes, if your gross margin is above 25%: your break-even ROAS is 1 divided by your margin, and 1 ÷ 0.25 = 4. For reference, the median e-commerce brand on Triple Whale had a ROAS of 1.88 from August 2025 to July 2026, and Databox reports a median purchase ROAS of 3.16 over one month it does not specify.
No source publishes a reliable 2026 answer, and Meta publishes nothing by placement. The latest public figures are Gupta Media’s January 2025 averages for Instagram: a $4.29 CPM on Reels against $7.25 on Stories, with link CTRs of 0.35% and 0.77%. Tinuiti reports that Reels made up 35% of Instagram ad impressions in Q2 2026.
There is no benchmark with a clear period. Databox’s panel of more than 2,800 companies shows a median frequency of 3.01, with 2.14 and 4.4 at the lower and upper quartiles, without saying over which window. Watch your own frequency next to your CTR: when one climbs while the other slides, change the creative.
Enough to find the few that carry the account. Motion studied 578,750 creatives from 6,015 Meta ad accounts (September 2025 to January 2026): about 5% became winners, spending at least 10 times the account’s median and at least $500, and they took 55% of all spend (23% in the smallest accounts, 64% in the largest).
No. Meta publishes no average CPM, CPC or CTR. Its only price figure is the change in its average price per ad: +12% year over year in the second quarter of 2026, and +20% for users in the US and Canada. Every CPM on this page is a median or an average from a named panel.
Sources
Where do these Facebook ads benchmarks come from?
Every number on this page was read on its publisher’s page on October 22, 2026. We recomputed no average and calculated no change ourselves: a change appears only when the publisher publishes it. Sources with a partial method are marked, and their missing details are written next to their numbers.
| Source | Data period | Sample, statistic, country | Method |
|---|---|---|---|
| WordStream (by LocaliQ), Facebook Ads Benchmarks 2026: NEW Data, Trends, & Insights for Your IndustryUpdated September 15, 2026 | April 1, 2025 to June 30, 2026 | 1,377 US traffic campaigns (at least 11 per industry) and 452 US lead campaigns (at least 4 per industry). WordStream states its “averages” are medians. USD. | Method published |
| LocaliQ, Facebook Advertising Benchmarks for 2026 (+Quick Tips to Improve Results!)Updated September 23, 2026 | Same data set as WordStream 2026 | Same values, called “average”, published “in partnership with” WordStream, without a method section. We cite WordStream for the method. | Method published |
| WordStream, Facebook Ads Benchmarks 2025: Data, Trends, & Insights for Your IndustryUpdated September 14, 2026 | April 1, 2024 to June 30, 2025 | 554 US traffic campaigns and 726 US lead campaigns, medians. Source of the 2024 and 2025 values. | Method published |
| Triple Whale, Facebook Ad Benchmarks by Industry (Updated 2026 Data)Updated August 17, 2026 | August 1, 2025 to July 31, 2026, against August 2024 to July 2025 | More than 40,000 e-commerce brands using Triple Whale, Facebook and Instagram, 17 industries, medians. Country not stated. | Method published |
| AdKit, Ad Benchmarks 2026: Meta, Google & TikTok AdsUpdated October 21, 2026 | September 1 to 30, 2026, with a monthly series | Worldwide: 1,100+ advertisers and 6,300 Meta campaigns. US: 400+ advertisers and 1,500 campaigns. Median per ad account, with 25th and 75th percentiles, all objectives. | Method published |
| Databox, Facebook Ads Performance BenchmarksUpdated October 21, 2026 | One month, not stated (updated monthly) | More than 2,800 companies, medians and quartiles. Country not stated. | Partial method: quote with the missing details |
| Databox, Facebook Ads Frequency GuideUpdated February 24, 2026 | Not stated | 663 B2B and 631 B2C companies. Published January 12, 2023. | Partial method: quote with the missing details |
| Gupta Media, The true cost of social media ads in 2025 (Social Media CPM Tracker)Updated December 2025 | Monthly, January 2024 to December 2025 | Averages, Facebook and Instagram combined, all categories. Not updated for 2026. | Partial method: quote with the missing details |
| Gupta Media, The Performance Marketing Guide To Instagram Ads Cost (2025)No date published | January 2025 (Reels, Stories) and June 2025 (Instagram) | Averages from the same tracker. | Partial method: quote with the missing details |
| Lebesgue, Facebook Ads CPM by Country: 2026 Ecommerce BenchmarksUpdated October 12, 2026 | Not stated (“latest ecommerce benchmark data”) | E-commerce stores using Lebesgue. Sample size and statistic not published. | Partial method: quote with the missing details |
| Skai, Ad Spend Rises Across Every Channel in Q2 2026 as AI Reshapes Commerce MediaUpdated July 28, 2026 | Q2 2026 against Q2 2025 | About 1 trillion impressions, 10 billion clicks, $10 billion of activity on Skai, same advertisers. All paid social, not Meta only. | Method published |
| Skai, Q1 2026 Digital Advertising Trends Report: Key TakeawaysUpdated April 29, 2026 | Q1 2026 against Q1 2025 | More than 1 trillion impressions. Paid social, all platforms. | Partial method: quote with the missing details |
| Superads, Facebook Ads Costs (CPM, CPC, CTR)No date published | July 2025 to July 2026, monthly | “Over $3B in Facebook ad spend from thousands of ad accounts”, median per campaign, all countries. | Partial method: quote with the missing details |
| Motion, Creative Benchmarks 2026No date published | September 1, 2025 to January 1, 2026 | $1.29 billion of Meta spend, 578,750 creatives, 6,015 ad accounts. Spend per creative, not costs. | Method published |
| Tinuiti, Digital Ads Benchmark Report Q2 2026No date published | Q2 2026 | Tinuiti clients in the US. The full report is behind a form: only the public Reels figure is used. | Partial method: quote with the missing details |
| Meta, quarterly results (Q2 2026 press release and earnings presentation)Updated July 29, 2026 | Quarterly, through Q2 2026 | All of Meta’s apps and advertisers. Changes in average price per ad and ad impressions, no CPM. | Method published |
Sources we read and did not use
- AdAmigo, Meta Ads CPM & CPC Benchmarks by Country in 2026 Its figures are “projections for 2026”, with no sample.
- Flighted, Meta Ads Performance Benchmarks by Industry ROAS and CPM without an origin; other numbers copied from WordStream 2025.
- Focus Digital, Facebook Ads CTR Benchmarks 2026 Its lead CTR is WordStream 2025’s, and the page gives two contradictory periods.
- Stackmatix, Influee, Adligator, Brandsearch Ranges for CPC, CPM, frequency and placements, without a method.
- Superads, pages by objective Empty without JavaScript: nothing readable.
- Bïrch, Facebook advertising costs Loaded by an API we could not read; to be checked by hand.
- Tinuiti Q2 2026, full report Behind a form; its CPM changes are only quoted by third parties.
