Meta ads benchmarks
by industry.
Put the numbers in context. Compare selected Facebook traffic benchmarks, then calculate what your own campaigns can afford to pay for an order.
Historical benchmark data: 2025 report. Tool and source review: September 5, 2026.
Facebook traffic benchmarks by industry
These figures describe traffic campaigns. They are not targets for purchase campaigns, Instagram-only placements, or your own market.
| Industry | CTR | CPC |
|---|---|---|
| Apparel / Fashion & Jewelry | 1.29% | $0.86 |
| Beauty & Personal Care | 1.81% | $0.74 |
| Business Services | 1.38% | $0.75 |
| Health & Fitness | 1.63% | $0.80 |
| Restaurants & Food | 1.67% | $0.72 |
| Travel | 2.76% | $0.51 |
Compare equivalent click definitions and objectives. Differences from a median do not establish whether an account is performing well or badly.
What can your campaign afford?
Enter one consistent reporting period. Use link clicks and orders attributable to the same campaign scope. The contribution-margin input should reflect revenue left after product costs, discounts, fulfillment, payment fees, and expected refunds, before advertising.
Read the result before changing the budget
Acquisition economics
CPA is ad spend divided by orders. First-order break-even CPA is revenue per order multiplied by contribution margin before ads. ROAS is revenue divided by ad spend. Break-even ROAS is one divided by that margin, expressed as a decimal.
Break-even leaves nothing for fixed costs, agency fees, or profit. Set a working acquisition target below that ceiling. Include repeat purchases only when retention and cash-payback data support them.
Delivery and clicks
CPM is spend divided by impressions, multiplied by 1,000. Link CTR is link clicks divided by impressions, multiplied by 100. CPC is spend divided by link clicks.
A cheap click can still produce no orders. Check tracking, objective, audience, creative, landing-page fit, and order economics before attributing a weak result to one cause.
Source and limitations
The table uses selected figures from WordStream by LocaliQ's 2025 Facebook Ads Benchmarks report. The publisher describes a US traffic-campaign sample of 554, covering April 2024–June 2025, with at least three campaigns per category. Its published averages are medians; currency is USD.
These are third-party observations, not Noble Growth client results or 2026 market prices. We do not have the underlying records to independently validate the sample. Read the publisher's methodology and check comparability before using the figures. The calculator uses your inputs, not the benchmark table, to estimate economics.
Turn an account review into a test plan.
Noble Growth provides founder-led Meta Ads management, with creative testing, landing-page work, and an agreed scope. Bring your campaign objective, recent spend, order economics, and tracking questions to the intro call.
See the House of Harlow Black Friday case study for an example of coordinated paid media and email, including channel-specific results and measurement notes.
Discuss my Meta accountCommon questions
What is a good CPA for Meta ads?
A useful CPA target comes from your contribution margin and cash-payback requirements. Multiply revenue per order by the share left after variable costs to estimate the first-order break-even ad cost per order. Leave room for agency fees, overhead, and profit. A low industry CPA does not establish that your own account is profitable.
Why are these benchmarks dated 2025?
The linked report contains historical observations. We keep its data period visible instead of presenting those observations as current market prices. Campaign objective, audience, country, placement, and measurement settings can change the comparison.
Can I use traffic benchmarks for a sales campaign?
A traffic campaign and a sales campaign optimize for different outcomes. A low traffic CPC is not a purchase CPA target. Use matched campaign settings and your own order economics when evaluating a sales campaign.
How should I compare CPM and purchase CPA?
Compare your own campaign history using a consistent objective, geography, and attribution window. This table covers traffic CTR and CPC. The calculator computes CPM and purchase CPA from your inputs; separately published industry medians cannot establish a comparable market CPM.
Does the calculator upload my account data?
The calculator runs in your browser. It does not send the numbers you enter to Noble Growth or connect to an ad account. Contacting Noble Growth is a separate action.