Facebook Ads: Benchmark CTRs, CPCs, and CPMs Revealed

For many marketers running Facebook ads, ad performance is largely based on a few KPIs:

  • Click-through rate (number of clicks divided by number of impressions per ad)
  • Cost per click (total cost divided by number of clicks per ad)
  • Cost per impression (total cost divided by number of impressions per ad, multiplied by 1000)

Along with other metrics that you may be tracking, these three primary KPIs paint a clear picture of how your ads are doing. At least, they certainly can help paint this picture, if you know how to interpret them!

As your Facebook ad program develops, you may begin to wonder why your CTR is so much lower than ads on other networks, or you may be wondering why your CPCs are turning out to be so inexpensive.

Based on over one million Facebook ad units and over 114 billion impressions, the Facebook Ads Performance Guide reveals average ad performance by industry.

This guide takes the guesswork out of Facebook ad performance by letting you see how your KPIs compare with those of other advertisers in your industry, giving you more than a single across-the-board average; you understand how marketers in your own field are stacking up.

Industry performance data includes:

  • Advertising
  • Consumer goods
  • Entertainment
  • Finance
  • Food and beverage
  • Retail
  • Health
  • Non-profit
  • Publishing
  • Technology
  • Telecom

For each industry, you'll see average CTR, CPC, and CPM, and in one cohesive chart, you'll arrive at a much better gauge of how your Facebook advertising is really performing.

Print and save this easy-to-read one-page guide, and start setting goals for how to improve your Facebook ad performance and rise above your competition. Download the Facebook Ads Benchmark Guide, presented by Salesforce ExactTarget Marketing Cloud +


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