How much did Meta’s price per ad change last quarter?
In Q2 2026, Meta’s average price per ad rose 12% year over year while ad impressions grew 14%. For users in the US and Canada, the figures were +20% for the average price per ad and +9% for ad impressions.
The average price per ad fell year over year for seven quarters in a row, from Q1 2022 to Q3 2023, down to −22% in Q4 2022, a quarter in which impressions grew 23%. It has risen year over year in every quarter since Q4 2023. Ad impressions grew in every quarter on this page, from +5% (Q1 2025) to +34% (Q2 2023).
Meta’s price per ad and ad impressions since Q4 2021
Year-over-year change in percent, worldwide. Above zero, the figure grew compared with the same quarter a year earlier; below zero, it fell.
- Average price per ad
- Ad impressions
Worldwide, quarter by quarter
Each row is one quarter, with the sentence’s source: Meta’s earnings release for that quarter. Each row has its own anchor, such as #q2-2026.
| Quarter | Average price per ad | Ad impressions | Source |
|---|---|---|---|
| Q2 2026 | +12% | +14% | Earnings release, Q2 2026Published July 29, 2026 |
| Q1 2026 | +12% | +19% | Earnings release, Q1 2026Published April 29, 2026 |
| Q4 2025 | +6% | +18% | Earnings release, Q4 2025Published January 28, 2026 |
| Q3 2025 | +10% | +14% | Earnings release, Q3 2025Published October 29, 2025 |
| Q2 2025 | +9% | +11% | Earnings release, Q2 2025Published July 30, 2025 |
| Q1 2025 | +10% | +5% | Earnings release, Q1 2025Published April 30, 2025 |
| Q4 2024 | +14% | +6% | Earnings release, Q4 2024Published January 29, 2025 |
| Q3 2024 | +11% | +7% | Earnings release, Q3 2024Published October 30, 2024 |
| Q2 2024 | +10% | +10% | Earnings release, Q2 2024Published July 31, 2024 |
| Q1 2024 | +6% | +20% | Earnings release, Q1 2024Published April 24, 2024 |
| Q4 2023 | +2% | +21% | Earnings release, Q4 2023Published February 1, 2024 |
| Q3 2023 | −6% | +31% | Earnings release, Q3 2023Published October 25, 2023 |
| Q2 2023 | −16% | +34% | Earnings release, Q2 2023Published July 26, 2023 |
| Q1 2023 | −17% | +26% | Earnings release, Q1 2023Published April 26, 2023 |
| Q4 2022 | −22% | +23% | Earnings release, Q4 2022Published February 1, 2023 |
| Q3 2022 | −18% | +17% | Earnings release, Q3 2022Published October 26, 2022 |
| Q2 2022 | −14% | +15% | Earnings release, Q2 2022Published July 27, 2022 |
| Q1 2022 | −8% | +15% | Earnings release, Q1 2022Published April 27, 2022 |
| Q4 2021 | +6% | +13% | Earnings release, Q4 2021Published February 2, 2022 |
By region, quarter by quarter
Meta splits both figures by user geography in its earnings presentations since Q1 2024; the first of them goes back to Q1 2023. Each cell reads price per ad, then ad impressions.
| Quarter | US & CanadaPrice · Impr. | EuropePrice · Impr. | Asia-PacificPrice · Impr. | Rest of WorldPrice · Impr. | Source |
|---|---|---|---|---|---|
| Q2 2026 | +20%+9% | +10%+13% | +1%+17% | +21%+12% | Earnings presentation, Q2 2026, slides 12–13Published July 29, 2026 |
| Q1 2026 | +14%+13% | +19%+17% | +5%+23% | +18%+17% | Earnings presentation, Q1 2026, slides 12–13Published April 29, 2026 |
| Q4 2025 | +9%+13% | +12%+13% | −2%+24% | +15%+14% | Earnings presentation, Q4 2025, slides 12–13Published January 28, 2026 |
| Q3 2025 | +13%+8% | +19%+9% | +1%+23% | +20%+9% | Earnings presentation, Q3 2025, slides 12–13Published October 29, 2025 |
| Q2 2025 | +11%+9% | +17%+6% | +2%+16% | +15%+7% | Earnings presentation, Q2 2025, slides 12–13Published July 30, 2025 |
| Q1 2025 | +14%+4% | +9%+5% | +3%+9% | +17%+1% | Earnings presentation, Q1 2025, slides 12–13Published April 30, 2025 |
| Q4 2024 | +12%+6% | +16%+5% | +12%+10% | +23%+3% | Earnings presentation, Q4 2024, slides 12–13Published January 29, 2025 |
| Q3 2024 | +9%+7% | +16%+5% | +8%+9% | +17%+5% | Earnings presentation, Q3 2024, slides 12–13Published October 30, 2024 |
| Q2 2024 | +9%+8% | +18%+6% | +4%+15% | +24%+8% | Earnings presentation, Q2 2024, slides 12–13Published July 31, 2024 |
| Q1 2024 | +5%+16% | +18%+12% | −3%+28% | +20%+17% | Earnings presentation, Q1 2024, slides 12–13Published April 24, 2024 |
| Q4 2023 | +2%+16% | +14%+17% | −6%+30% | +13%+17% | Earnings presentation, Q1 2024, slides 12–13Published April 24, 2024 |
| Q3 2023 | −7%+26% | +8%+25% | −14%+39% | +7%+27% | Earnings presentation, Q1 2024, slides 12–13Published April 24, 2024 |
| Q2 2023 | −14%+28% | −9%+26% | −22%+42% | −12%+31% | Earnings presentation, Q1 2024, slides 12–13Published April 24, 2024 |
| Q1 2023 | −13%+22% | −11%+11% | −22%+34% | −15%+28% | Earnings presentation, Q1 2024, slides 12–13Published April 24, 2024 |
How to read these figures
- Both figures are changes over one year: Q2 2026 is compared with Q2 2025. Meta does not publish the price per ad itself, in dollars, nor an average CPM.
- The average price per ad covers every ad Meta sold on Facebook, Instagram, Messenger and WhatsApp, for all advertisers and all objectives. Your own costs can move differently.
- Meta assigns each impression to a region by estimating where the user was when the ad was delivered.
- This page starts in Q4 2021: from that quarter on, every Meta earnings release states both figures.
How to cite this data
Link to the page, or to a single quarter through its anchor. Each figure also links to the Meta document it comes from, so you can cite Meta directly.
Citation
Adwize, “Meta’s price per ad and ad impressions, quarter by quarter”, https://adwize.ai/meta-ad-price-history, from Meta’s earnings releases and presentations, checked September 29, 2026.One quarter (Q2 2026)
Meta, Q2 2026 earnings release, compiled by Adwize: https://adwize.ai/meta-ad-price-history#q2-2026HTML link
<a href="https://adwize.ai/meta-ad-price-history">Meta price per ad and ad impressions by quarter (Adwize)</a>Download the CSVOne row per quarter, worldwide and by region, with the source of each row.
Free to reuse under the Creative Commons Attribution 4.0 license: credit Adwize and link to this page. CC BY 4.0