Average Meta Ads (Facebook & Instagram) CTR, CPC, CPM, conversion rate, CPA and ROAS across 38 industries for 61 countries — all figures in local currency. Select your country below.
38 industries • CTR • CPC • CPM • Conversion Rate • CPA • ROAS • Local currency
English-Speaking Markets
Europe
Asia Pacific
Americas
Meta Ads benchmarks are industry median performance figures — CTR, CPC, CPM, conversion rate, CPA and ROAS — aggregated across thousands of Facebook and Instagram campaigns. They give you a reference point to evaluate whether your own campaigns are performing above, at, or below industry norms in your market.
All figures are shown in local currency and adjusted for country-level audience competition. A retailer in Australia comparing to US benchmarks in USD would get misleading results — these pages show you the right numbers for your market.
CTR
Click-Through Rate
Clicks ÷ impressions. Measures creative and audience relevance.
CPC
Cost Per Click
Average cost for one link click. Driven by audience competition and creative quality.
CPM
Cost Per 1,000 Impressions
Auction cost to reach 1,000 people. Key metric for awareness campaigns.
Conv. Rate
Conversion Rate
Conversions ÷ clicks. Reflects landing page and offer effectiveness.
CPA
Cost Per Acquisition
CPC ÷ conversion rate. The cost to acquire one customer or lead.
ROAS
Return on Ad Spend
Revenue ÷ ad spend. Highly variable — treat as directional only.
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Common questions about Meta Ads benchmarks.
Meta Ads runs a CPM-based auction — costs are driven by audience size, advertiser competition, and local purchasing power. The USA has the highest CPM globally due to dense advertiser competition and high consumer value per click. Markets like Germany, UK, and Australia see elevated CPMs in their local currencies. Emerging markets have lower CPMs but also lower average order values. Comparing your campaigns to benchmarks in your own country and currency gives you the most actionable signal.
A good CTR for Meta Ads (link clicks) is typically 1–2%, with a cross-industry average of around 1.1%. Meta CTRs are lower than Google Search because users are in a browsing mindset rather than actively searching. Entertainment, dating and gaming tend to see higher CTRs; insurance, B2B and property tend to see lower ones. Video view-through rates and engagement rates are separate metrics with their own benchmarks.
Meta Ads CPMs vary significantly by country, audience, placement and season. The US average CPM is around $8–$12 across all industries. UK and Australian markets run $4–$8, while European CPMs in EUR tend to be lower. Q4 sees CPMs spike 30–50% above annual averages due to holiday advertiser competition. CPMs are lower on Audience Network and Reels placements compared to Facebook Feed.
Start by comparing your CPC, conversion rate and CPA against the benchmark for your country and industry. A CPC above benchmark usually means your creative hook isn't resonating — test new ad formats, copy angles or visuals. A conversion rate below benchmark points to landing page or offer issues. A CPA above benchmark could be audience targeting, creative fatigue or a funnel problem. Use benchmarks as diagnostic signals to prioritise where to focus optimisation effort.
Benchmarks are reviewed and updated quarterly. The current data reflects up-to-date industry aggregates compiled from anonymised campaign data and published industry reports. Individual results will vary based on audience quality, creative performance, offer, account structure and Meta algorithm changes.
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