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Facebook Advertising Benchmarks

Put your Facebook advertising performance in context with TrackMaven's proprietary benchmarks broken down by marketing objective.

Facebook Advertising Benchmarks

Filter by Marketing Objective to see Facebook advertising benchmarks for spend, cost per result, and CPM.

Awareness
Awareness Reach
  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Estimated Ad Recall Lift
    Estimated Ad Recall Lift

    Facebook defines this result as an estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Reach
    Reach

    Facebook defines this result as the number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.

Consideration
Traffic Engagement App Installs Video Views Lead Generation Messages
  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Link Clicks
    Link Clicks

    Facebook defines this result as the number of clicks on links within the ad that led to destinations or experiences, on or off Facebook.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Post Engagement
    Post Engagement

    Facebook defines this result as the total number of actions that people take involving your ads.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    —
  • Average CPM
    0
  • Key Result
    App Installs
    App Installs

    Facebook defines this result as the number of app installs that were recorded as app events and attributed to your ads.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    3-Second Video Views
    3-Second Video Views

    Facebook defines this result as the number of times your video played for at least 3 seconds, or for nearly its total length if it's shorter than 3 seconds. For each impression of a video, Facebook counts video views separately and excludes any time spent replaying the video.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Leads
    Leads

    Facebook defines this result as the number of lead events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Messaging Conversations Started
    Messaging Conversations Started

    Facebook defines this result as the number of times people started messaging your business after at least 7 days of inactivity, attributed to your ads.

Conversion
Conversions Catalog Sales Store Visits
  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Various
    Various

    Facebook offers many key results for ads with a Conversion objective, including: Adds Payment Info, Adds to Cart, Completed Registration, Custom Pixel Event, Initiates Checkout, Leads, On-Facebook Workflow Completions, Purchases, Searches, or Views Content.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Purchases
    Purchases

    Facebook defines this result as the number of purchase events attributed to your ads, based on information received from one or more of your connected Facebook Business Tools.

  • % of Total Facebook Spend
    0
    % of Total Facebook Spend

    The average spend per objective as a function of total Facebook spend per brand.

  • Average Cost per Result
    0
  • Average CPM
    0
  • Key Result
    Offline Conversions
    Offline Conversions

    Facebook's methodology for calculating store visits is based on a range of measurement signals including information from people with location services enabled on their mobile devices.

About This Data

This 2018 report is representative of the Facebook advertising performance of brands leveraging TrackMaven’s marketing analytics platform. It includes ad spend across Facebook, Facebook Messenger, and Facebook Audience Network, excluding Instagram. On total, this sample represents over $82M in Facebook advertising spend from over 500 B2B and B2C brands between January - August 2018.

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