Facebook Ads KPI Benchmarks

KPI Benchmarks Across Different Industries at a Glance

Understanding the performance indicators of Facebook ads is essential for success in digital marketing. To help you better evaluate your marketing efforts, we have analyzed extensive KPI data from March 2023 across various industries.

Click-Through Rate (CTR)

  • Median across all industries: 1.49%
  • Apparel & Footwear: 2.06%
  • Technology: 0.73%
  • Healthcare: 0.75%
  • Travel & Tourism: 1.20%
  • Education: 1.54%

Analysis & Tips:
Apparel & Footwear show the highest CTR, indicating effective audience targeting and engaging ad creatives. Lower CTRs in Technology and Healthcare suggest improving ad copy and visuals. A/B testing is highly recommended.

Cost Per Click (CPC)

  • Median across all industries: $0.40
  • Food & Beverage: $0.18
  • IT & Software: $0.85
  • Retail: $0.32
  • Construction: $0.60

Analysis & Tips:
Food & Beverage enjoys the lowest CPC, possibly due to lower competition or a more focused audience. IT & Software has the highest CPC, likely due to product complexity. Using Lookalike Audiences can help reduce CPC.

Cost Per Thousand Impressions (CPM)

  • Median across all industries: $5.61
  • Technology: $9.89
  • Healthcare: $4.25
  • Entertainment: $5.10
  • Sports: $6.30

Analysis & Tips:
Technology has the highest CPM, which may indicate a highly specific or competitive audience. Strategies to lower CPM include optimizing bidding strategies and experimenting with different ad formats.

Ad Spend

  • Median across all industries: $1,691.08
  • Automotive: $4,046.77
  • Education: $1,300.50
  • Food & Beverage: $1,950.70

Analysis & Tips:
Automotive spends the most on Facebook ads, reflecting higher customer acquisition costs. Detailed spend analysis and budget adjustments are crucial for optimal ROI.

Impressions

  • Median across all industries: 295.88K
  • Apparel & Footwear: 459.01K
  • Travel & Tourism: 201.43K
  • Construction: 120.80K

Analysis & Tips:
Apparel & Footwear generate the most impressions, likely due to broader interest and larger budgets. Effective targeting and relevant creatives can further increase impressions.

These benchmarks give you a reference point to compare your own campaign performance and understand what values are “normal.” Use this data as a starting point for your own analysis and optimization.

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Phillip Wicklein
Junior Online Marketing Manager
Phillip Wicklein
Junior Online Marketing Manager

Phillip arbeitet als Junior Online Marketing Manager bei NYBA Media. Aktuell studiert er Germanistik und Sozialwissenschaften an der Universität Duisburg-Essen und beschäftigt sich daher viel mit den Themenbereichen Politik, Wirtschaft und Literatur.