Facebook Ads Benchmarks by Industry (2026): CTR, CPC, CPM, CPL, CVR & ROAS
See what normal looks like for your industry: click-through rate, cost per click, cost per 1,000 impressions, cost per lead, conversion rate, and return on ad spend. We compile each figure by hand from public benchmark reports and keep the source and year on every row. Anything we can't verify stays out.
Use the tables as a sanity check, not a target. Benchmarks average together accounts with different objectives, offers, budgets, and tracking setups. Start with the row closest to your industry and campaign type, then judge your own number against what a click, lead, or sale is worth to you.
A better click number can still teach you nothing. Use these rows to spot weirdness, then ask the harder question: which angle is actually creating customers?
CTR benchmarks by industry
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CPC benchmarks by industry
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CPM benchmarks by industry
| Industry | CPM | Source |
|---|---|---|
| All industriesMeta (Facebook & Instagram) 2025 average, Gupta Media-tracked impressions · Worldwide | $8.19 | Gupta Media social ads cost tracker (2025) |
| All industriesMedian across ~35,000 ecommerce brands on Triple Whale · Worldwide | $14.19 | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| AutomotiveEcommerce brands on Triple Whale · Worldwide | $10.01 | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Health & WellnessEcommerce brands on Triple Whale · Worldwide | $20.70 | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
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Cost per lead benchmarks by industry
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Conversion rate benchmarks by industry
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ROAS benchmarks by industry
| Industry | ROAS | Source |
|---|---|---|
| All industriesMedian across ~35,000 ecommerce brands on Triple Whale · Worldwide | 1.86x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Apparel & AccessoriesMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.18x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| AutomotiveMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.54x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| BabyMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.17x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| BeautyMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.57x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Books & MusicMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.65x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| ElectronicsMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.92x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Food & BeverageMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.56x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Health & WellnessMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.5x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Home & GardenMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.18x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Lifestyle & BoutiqueMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.93x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Media & PublishingMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.17x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Pets & AnimalsMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.58x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Sports & OutdoorsMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.28x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Toys, Art, & CollectiblesMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 1.93x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
| Travel Accessories & LuggageMedian ROAS, ecommerce brands on Triple Whale · Worldwide | 2.25x | Triple Whale Facebook Ad Benchmarks (ecommerce) (2025) |
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Download the full dataset (CSV)
Get the rows behind the tables: metric, industry, value, range fields, source name, source URL, and source year. Download it directly, with no email required.
Methodology
We compile every figure from the public benchmark reports listed below. Data years vary by source (2024-2025), and every table row links to the report that published the number. If we can’t check a figure against a live public source, it stays out.
These tables do not use Meta delivery estimates or Kelpi first-party campaign data yet. They describe published industry averages, not a prediction for your account.
- LocaliQ / WordStream Facebook Ads Benchmarks 2025 (2025)
- Triple Whale Facebook Ad Benchmarks (ecommerce) (2025)
- Gupta Media social ads cost tracker (2025)
Compiled and last reviewed: June 13, 2026. We re-check every citation once a quarter.
Frequently asked questions
- Where does this data come from?
- Three public reports: LocaliQ / WordStream’s Facebook Ads Benchmarks (CTR, CPC, conversion rate, and cost per lead by industry), Triple Whale’s ecommerce aggregates (CTR, CPM, and ROAS medians across roughly 35,000 stores), and Gupta Media’s social ads cost tracker (CPM). Every row links the source and year that published the figure.
- How often are these benchmarks updated?
- Quarterly. We re-check every citation against its live source and drop anything broken or retracted. This edition was last compiled on June 13, 2026.
- What is a good CTR for Facebook ads?
- Across all industries, LocaliQ / WordStream’s 2025 benchmarks put the average Facebook CTR at 1.71% for traffic campaigns and 2.59% for lead campaigns. So “good” depends heavily on your objective and industry, not just your creative. CTR is useful only when it points back to the angle. See the full CTR breakdown.
- Why is my CPC higher than the benchmark?
- Audience size, placement mix, creative fatigue, and account structure all move CPC. A benchmark table can tell you that you are paying more, but not why. In the free audit, Kelpi reads your actual campaigns and points to the likely cause. Run the free audit.