Facebook Ads Benchmarks by Industry (2026): CTR, CPC, CPM, CPL, CVR & ROAS
This page collects Facebook ads benchmarks for the six numbers advertisers actually compare: click-through rate, cost per click, cost per 1,000 impressions, cost per lead, conversion rate, and return on ad spend. Every figure is hand-compiled from public benchmark reports, every table row links the source and year that published it, and anything we could not verify against a live source was dropped rather than estimated.
Use it as a sanity check, not a target. Benchmarks are averages across thousands of accounts with different objectives, offers, and budgets — read the row closest to your industry and campaign type, note which study it comes from, and then judge your own numbers against what a click, lead, or sale is actually worth to you.
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)
Every verified row — metric, industry, value, published range, and the source name, URL, and year behind it. Drop an email and the download link unlocks right here.
Methodology
Every figure on this page is hand-compiled from the cited public benchmark reports listed below. Data years vary by source (2024–2025), and every table row links the source that published its number — if a figure could not be verified against a live public source, it was dropped rather than estimated.
What these tables do not include: no Meta delivery estimates, and no Kelpi first-party campaign data yet. They describe published industry averages, not a prediction of what your account will do.
- 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. Citations are re-verified on Kelpi’s quarterly content refresh.
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 published ecommerce aggregates (CTR, CPM, and ROAS medians across roughly 35,000 stores), and Gupta Media’s social ads cost tracker (CPM). Every table row links the exact source and year that published its figure, so you can check any number against the original report.
- How often are these benchmarks updated?
- We review the tables quarterly: every citation is re-verified against its live source, broken or retracted figures are removed, and the compiled date is bumped. 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 before it says anything about your creative. 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, and an average can hide all four — which is why a benchmark table can tell you that you are paying more, but not why. A free account audit reads your actual campaigns and points at the likely cause. Run the free audit.