Facebook Ads Statistics for 2026: Revenue, CTR, CPC, Conversion Rates, Audience Reach, and Industry Benchmarks

In 2026, Facebook Ads remains the second-largest digital advertising platform on Earth, with the scale and financial performance to support that ranking. Meta’s total advertising revenue reached $160 billion in 2024, representing 97.3% of the company’s total income. In Q2 2025 alone, Meta generated $47.52 billion in revenue, a 22% year-over-year increase. Over 10 million active advertisers run campaigns across Facebook each month, and the platform’s ads can reach approximately 2.28 billion users as of January 2025.

The performance benchmarks that govern those campaigns have shifted measurably in recently published data. The most comprehensive benchmark study of the current period, drawn from more than 1,000 U.S.-based Facebook campaigns analyzed by WordStream and LocaliQ from April 2024 through June 2025, shows the average click-through rate for traffic campaigns at 1.71% in 2025, up from 1.57% in 2024. The average cost per click for traffic campaigns declined to $0.70, down 6.7% year over year. For lead generation campaigns, the average CTR reached 2.59%, the average CPC was $1.92, and the average cost per lead rose 21% to $27.66 — still less than half the $70.11 average CPL recorded on Google Ads in the same period.

Automation has become the dominant operational mode on the platform. In 2025, 82% of Facebook advertisers use Meta’s Advantage+ suite for campaign management, and campaigns powered by AI bidding report 27% higher return on ad spend compared to manual campaigns. Over 4 million advertisers are using Meta’s generative AI features, creating more than 15 million AI-enhanced ads monthly as of late 2025.

This article compiles over 70 Facebook Ads statistics for 2026, drawn from more than 30 distinct primary sources. Data is organized across 10 thematic sections covering platform scale and revenue, advertiser adoption and platform behavior, audience and demographic data, click-through rates, cost benchmarks, conversion performance, ad format and creative statistics, industry-specific benchmarks, ROI and business impact, and geographic data. All figures are drawn from publicly available data published within the last two years.

Scope and Methodology

Includes only publicly available Facebook Ads statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Facebook Ads Statistics for 2026

Meta’s total advertising revenue reached $160 billion in 2024, constituting 97.3% of Meta’s total revenue of $164.5 billion, based on financial disclosures published in Meta’s Q1 2025 Investor Report cited by SociallyIn.
In Q2 2025, Meta generated $47.52 billion in total revenue, up 22% year over year, based on financial disclosures by Meta Platforms cited by InBeat Agency.
The average click-through rate for Facebook Ads traffic campaigns across all industries in 2025 is 1.71%, up from 1.57% in 2024, based on an analysis of over 1,000 U.S.-based campaigns from April 2024 through June 2025 by WordStream and LocaliQ.
The average cost per click for Facebook Ads traffic campaigns across all industries in 2025 is $0.70, down 6.7% from $0.77 in 2024, based on an analysis of over 1,000 campaigns by WordStream and LocaliQ cited by Search Engine Land.
The average cost per lead across all industries for Facebook lead campaigns in 2025 is $27.66, a 21% increase over the prior year, but still less than half the $70.11 average CPL on Google Ads, based on an analysis of 726 U.S.-based campaigns by WordStream and LocaliQ.
The average conversion rate for Facebook lead campaigns across all industries in 2025 is 7.72%, down from 8.67% in 2024, with 80% of tracked industries recording a year-over-year decline, based on an analysis of 726 campaigns by WordStream cited by Search Engine Land.
Facebook Ads can reach approximately 2.28 billion users as of January 2025, based on platform data cited by Amra and Elma.
93% of social media marketers use Facebook Ads to reach their target audiences, based on data cited by Keywords Everywhere.
82% of Facebook advertisers use Meta’s Advantage+ automation suite for campaign management in 2025, and AI bidding delivers 27% higher ROAS than manual bidding, based on data cited by Electroiq.
The average ROAS for Facebook Ads across all industries is 2.79, based on benchmark data for 2024 through 2025 published by WebFX.

Platform Scale and Revenue Statistics

Meta’s advertising revenue reached $164.5 billion in 2024, a 21.87% increase from $134 billion in 2023, based on financial disclosures cited by Resourcera.
Meta’s total revenue in Q3 2024 amounted to $39.8 billion, with ad revenue accounting for 98.3% of that total at $39.1 billion, based on quarterly financial data from Meta Platforms cited by Oberlo.
Facebook’s advertising revenue grew from $39.94 billion in 2017 to $121.8 billion in 2024, a compound increase of more than 205% over seven years, based on historical data from Meta cited by Oberlo.
Advertising accounted for 97.5% of Meta’s total revenue in 2023, a proportion that has remained consistent throughout the platform’s modern history, based on data from Meta cited by Keywords Everywhere.
Ad impressions across Meta’s family of apps increased 11% year over year in 2024, with the average price per ad rising 10% in the same period, based on disclosures by Meta Investor Relations cited by Charle Agency.
Facebook’s U.S. advertising revenue totalled $32.55 billion in 2024, based on data cited by Electroiq.
Meta’s Advantage+ Shopping campaigns surpassed $20 billion in annualized run rate as of Q4 2024, based on analysis of Meta’s Q4 2024 earnings reported by Virvid.
More than 75% of global social media advertising budgets are allocated to Facebook and Instagram combined, based on data cited by Electroiq.

Advertiser Adoption and Platform Statistics

More than 10 million advertisers actively use Facebook for advertising each month, operating across more than 190 countries, based on data cited by Charle Agency.
Over 200 million businesses worldwide use Facebook tools to reach their audiences, with more than 90 million small businesses maintaining Facebook Pages, based on data cited by Electroiq Stats on Business on Facebook.
Over 68 million small businesses actively advertise on Facebook in 2025, and small businesses spend an average of $427 per month on Facebook ads, a 13% increase from the prior year, based on data cited by SQ Magazine.
1 in 3 small businesses report generating at least 50% of their online revenue through Facebook ad campaigns, based on data cited by SQ Magazine.
The most-used Facebook ad objectives are Engagement at 42% and Traffic at 33%, based on a 2024 global study cited by Coupler.io.
42.31% of advertisers say creating compelling ad content had the biggest impact on improving Facebook Ads ROAS, while 34.62% said the right target audience was most important, based on a survey cited by Keywords Everywhere.
42.9% of marketers report their best results come from audiences of more than 50,000 users on Facebook, based on data cited by SQ Magazine.
Broad targeting now outperforms lookalike audiences by 49% in ROAS for post-iOS 14.5 campaigns, based on data cited by Rocking Web.
Over 4 million advertisers use Meta’s generative AI features as of late 2025, creating more than 15 million AI-enhanced ads monthly, based on data from Virvid citing The Social Shepherd’s 2025 Meta statistics.

Audience and Demographic Statistics

Facebook has approximately 3.07 billion monthly active users and 2.11 billion daily active users as of 2025, based on data cited by Charle Agency citing DemandSage.
Meta’s broader family of apps reached 3.58 billion daily active people by December 2025, a 7% year-over-year increase, based on disclosures in Meta Investor Relations cited by Charle Agency.
In the 18 to 24 age group, males make up 12.7% of Facebook’s advertising audience, while females account for 9.1%, based on data cited by Electroiq.
Facebook ads reach 62.2% of the U.S. population aged 13 and above, based on data cited by Electroiq Stats on Business on Facebook.
Teens represent less than 5% of Facebook’s total ad audience in 2024, a continued decline from earlier years, based on data from DataReportal cited by Uproas.
The average Facebook user clicks on approximately 12 ads per month, based on data cited by Electroiq Stats on Business on Facebook.
Video makes up more than 60% of the time people spend on Facebook, based on data cited by Electroiq.
Mobile devices accounted for 72% of Facebook’s total ad revenue in 2025, with desktop accounting for the remaining 28%, based on data cited by Electroiq.

Click-Through Rate Statistics

The average CTR for Facebook Ads lead campaigns across all industries in 2025 is 2.59%, flat year over year versus 2024, based on an analysis of 726 U.S.-based campaigns by WordStream and LocaliQ cited by Search Engine Land.
Shopping, Collectibles, and Gifts achieved the highest CTR of any tracked industry in 2025 at 4.13% for traffic campaigns, up 146% from 1.67% in 2024, based on an analysis of 15,000+ campaigns across 20+ industries by WordStream cited by Rocking Web.
Finance and Insurance recorded the lowest traffic campaign CTR at 0.98%, combined with the highest CPC at $1.22, creating the most challenging cost dynamics of any tracked industry, based on data from WordStream cited by Rocking Web.
CTR for traffic campaigns increased year over year in 71% (11 of 22) of tracked industries in 2025, based on an analysis of over 1,000 campaigns by WordStream.
Lead generation campaigns achieve 61% higher CTR than traffic campaigns, based on 2025 data from a comprehensive analysis by Focus Digital.
For video ads served as Reels, the average CTR is 1.94%, compared to 1.44% for standard image ads, based on data cited by Electroiq.
CTR for lead ads increased year over year in 9 of 15 tracked industries in 2025, based on an analysis by WordStream cited by Electroiq.

Cost and CPM Statistics

The average CPC for Facebook Ads lead campaigns across all industries in 2025 is $1.92, slightly up from $1.88 in 2024, based on analysis of 726 campaigns by WordStream and LocaliQ.
The industries with the highest CPCs for lead campaigns are Dentists and Dental Services at $9.78, Attorneys and Legal Services at $4.10, and Beauty and Personal Care at $3.06, based on an analysis of 726 campaigns by WordStream and LocaliQ.
The industries with the lowest CPCs for lead campaigns are Restaurants and Food at $0.74, Career and Employment at $0.86, and Sports and Recreation at $1.07, based on an analysis of 726 campaigns by WordStream and LocaliQ.
In Q2 2025, the global average CPM for Facebook Ads fell 5% year over year to $1.12, based on data cited by Electroiq.
In the United States, the average CPM for Facebook Ads reached $4.29 in 2024, approximately 3.83 times higher than the global average, based on data cited by Keywords Everywhere.
Facebook Feed placements have the highest CPM at approximately $16, while Stories and Reels placements are cheaper at $10 to $12, based on data from BMG360 cited by Uproas.
Reels placements have 10 to 30% cheaper CPM than Facebook Feed placements, making them a more cost-efficient option for reach-oriented campaigns, based on data cited by Uproas.
CPC for lead campaigns remained the same or decreased in 67% (10 of 15) of tracked industries in 2025, with only 2.13% overall CPC growth, compared to 12.88% CPC growth in Google Ads during the same period, based on analysis by WordStream cited by Electroiq.

Conversion Rate Statistics

The average conversion rate for Facebook Ads across all industries is 9.21%, with top performers achieving 12% or higher, based on data cited by Electroiq.
The Fitness industry achieves the highest conversion rate on Facebook Ads at 14.29%, followed by Education at 13.58%, Employment and Job Training at 11.73%, Healthcare at 11.00%, and Real Estate at 10.68%, based on a benchmark study by WordStream.
Technology, Travel and Hospitality, and Retail record the lowest Facebook Ads conversion rates at 2.31%, 2.82%, and 3.26% respectively, based on a benchmark study by WordStream.
Conversion rates declined in 80% (12 of 15) of tracked industries for Facebook lead campaigns in 2025, following an overall increase the prior year, based on analysis of 726 campaigns by WordStream cited by Search Engine Land.
Restaurants achieved the highest conversion rate in 2025 at 18.25% for lead campaigns, the single highest recorded across all industries in the WordStream benchmark dataset, based on data cited by Rocking Web citing WordStream.
Retargeting campaigns deliver 71% higher ROAS than prospecting campaigns on Facebook Ads, based on data from Focus Digital.
Small businesses using Meta’s Advantage+ Shopping campaigns report 22% better performance than those using manual targeting, based on data cited by SQ Magazine.

Ad Format and Creative Statistics

67.55% of Facebook advertisers state that video ads receive more clicks than other formats, based on data cited by Electroiq.
Vertical ads with speech deliver a 29% uplift in conversion compared to other ad formats, and vertical ads with sound deliver a 12% uplift, based on data cited by Electroiq Stats on Business on Facebook.
Reels achieve an engagement rate of 0.23%, higher than video ads at 0.17%, photo posts at 0.08%, and text posts at 0.07% on Facebook, based on data cited by Electroiq Stats on Business on Facebook.
Users share 3.5 billion Reels daily across Facebook and Instagram, based on data from Instagram’s @Creators on Threads cited by InBeat Agency.
Adding video to existing ad sets can lead to an 18% increase in conversions, based on research by Meta cited by Coupler.io.
80% of Reels plays happen without audio, making burned-in captions essential, and Meta data shows bold captions boost silent-view retention by over 12%, based on data cited by Virvid.
Carousel ads deliver a 4.2x ROAS versus 3.1x for single image ads in Facebook campaigns, based on data cited by Rocking Web.
Meta Conversions API integration delivers a 13% improvement in cost per result and a 19% increase in attributed conversions by bypassing browser tracking limitations, based on data cited by Virvid.

Industry-Specific Statistics

The Travel sector achieved a CTR of 2.76% and an average CPC of $0.51 for traffic campaigns in 2025, based on data from WordStream cited by Electroiq.
Sports and Recreation ads delivered a CTR of 2.60% and an average CPC of $0.41 in 2025, making it one of the most cost-efficient sectors on the platform, based on data from WordStream cited by Electroiq.
Dentists and Dental Services saw CPL rise 97% year over year to $76.71 in 2025, the highest year-over-year CPL increase of any tracked industry, based on data cited by Rocking Web citing WordStream.
The average CPA for Facebook Ads across all industries is $19.68, with legal services recording the highest average cost per lead at $78.26 and real estate the lowest at $12.43, based on WordStream benchmark data cited by Keywords Everywhere.
Subscription-based services on Facebook Ads see an average 3.9x ROAS in 2025, slightly up from 3.6x in the prior year, based on data cited by SQ Magazine.
Analysis of 675 B2C companies shows a median ROAS of 1.79 for Facebook Ads, with a separate study of 636 B2C companies producing a similar figure of 1.8, based on a survey cited by Keywords Everywhere.
Auto brands are projected to spend $4.1 billion on Facebook Ads, up 12.6%, and travel and tourism brands $3.3 billion, up 8.4%, based on data cited by Electroiq.

ROI and Business Impact Statistics

29% of global marketers report Facebook delivers the greatest ROI among all social media platforms, based on a survey cited by Keywords Everywhere.
70% of businesses say Facebook Ads give them the highest ROI compared to other social media platforms, and approximately one-third of business owners say Facebook Ads are their single top performer for ROI, based on data cited by Keywords Everywhere.
54% of marketers report that Facebook Ads are very effective for sales, while only 8% report them as ineffective, based on a Databox survey cited by Electroiq.
Meta’s AI-driven Advantage+ Shopping campaigns have driven a 12% improvement in ROAS over two years, and brands using Meta’s image generation tool report a 7% increase in conversions, based on Meta research cited in a WARC report covered by Marketing Dive.
Advantage+ campaigns now drive a 22% average increase in ROAS compared to traditional shopping campaigns, based on TrueFuture Media’s 2025 benchmarks cited by Virvid.
Facebook maintains a 47% ROAS advantage over TikTok for comparable campaign types, based on platform comparison data published by Focus Digital.
40% of marketers say that Facebook is one of the major drivers of ROI for their teams, based on the HubSpot 2025 State of Marketing Report cited by Coupler.io.

Regional and Geographic Statistics

North America and Europe together account for 69.87% of Meta’s total advertising revenue, with the U.S. and North America alone contributing approximately 43.7%, based on data from DemandSage cited by Charle Agency.
The U.S. and Canada together generated $72 billion in Facebook revenue in 2024, representing the platform’s single largest geographic market, based on financial data cited by Resourcera.
Europe generated $38.7 billion in Facebook revenue in 2024, making it the second-largest geographic market, based on financial data cited by Resourcera.
In Q4 2023, Facebook’s average revenue per user (ARPU) in the U.S. and Canada was $68.44, compared to $5.52 in the Asia-Pacific region, based on data from Meta Platforms cited by Statista.
In the Asia-Pacific region, Facebook ad revenue reached $42.6 billion in 2025, up 7.1% year over year, based on data cited by Electroiq.
Europe’s Facebook ad revenue is projected at approximately $26.4 billion in 2025, up 3.9% year over year, based on data cited by Electroiq.
The Asia-Pacific region accounts for 43% of Facebook’s global user base, representing the largest single regional audience pool for advertisers, based on a report cited by Electroiq.
India is the country with the most Facebook users globally at 378 million, followed by the United States, based on data cited by Keywords Everywhere.
The United States has approximately 196.9 million Facebook users, making it the second-largest national market globally behind India, based on data cited by Charle Agency.

References

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