September 2, 2020

How much do Facebook Ads Cost?

CPM, CPC, Conversion Rate (updated August 2020)

By
Michael Taylor

How much do Facebook ads cost? It’s a popular question, and unfortunately the truth — ‘it depends’ — isn’t particularly useful. Fortunately at Causal, we can do better.

Whether you’re planning annual budgets, benchmarking your performance or researching the cost of investing in Facebook Ads, you need to find data you can trust. Modeling is a case of ‘garbage in, garbage out’. If you aren’t making the right assumptions going in, the model you build won’t be reliable enough to make key business decisions. But how do you find good data on Facebook Ads CPM, CPC, Conversion Rate and other metrics?

The good news? We did the research so you don’t have to — we worked tirelessly to aggregate and rank all the best references to Facebook Ads benchmark data on the internet. Now rather than endless Googling, you get a realistic average, aggregated from 9 original data sources, all in one regularly updated place.

Average Facebook Ads CPC: $0.88

What is an average Facebook Ads CPC? The average from 11 sources is $0.88, the median is $0.62, and the latest published metric is $1.72.

Benchmark Quote Published Source
$0.05"With the tips mentioned, I've been able to get CPC as low as $0.05 and Cost-per-Conversions around $2.00 at best."August 2019wordstream.com
$0.08CPC: $0.08December 2014lightspandigital.com
$0.36CPC: $0.36December 2014lightspandigital.com
$0.45"In Quarter 3 of 2012, the average CPC was $0.62, compared to $0.45 in Quarter 3 of 2013."October 2013searchenginejournal.com
$0.55The CPC for conversions has seen a reduction for four consecutive quarters, dropping from $2.55 in Q1 2018 to $0.55 in 2019July 2019adespresso.com
$0.62Median CPC decreased slightly to $0.62 since last quarter, while it remains 12 cents higher than it was a year ago in Q2 2018.July 2019adstage.com
$0.90B2C: $.90 CPCApril 2020disruptiveadvertising.com
$0.97"If you use CPC, Facebook advertising costs around $0.97 per click."February 2020webfx.com
$0.98 June 2020revealbot.com
$1.72The average cost per click (CPC) for Facebook ads across all industries is $1.72.August 2020wordstream.com
$3.00B2B: $3.00 CPCApril 2020disruptiveadvertising.com

Facebook Ads Conversion Rate — 4.4%

What is an average Facebook Ads Conversion Rate? The average from 3 sources is 4.4%, the median is 3%, and the latest published metric is 9.21%.

Benchmark Quote Published Source
1%"For example, if you have a fairly average conversion rate—say 3% for B2C or 1% for B2B—here's what your cost-per-conversion will probably look like:"April 2020disruptiveadvertising.com
3%"For example, if you have a fairly average conversion rate—say 3% for B2C or 1% for B2B—here's what your cost-per-conversion will probably look like:"April 2020disruptiveadvertising.com
9.21%The average conversion rate for Facebook ads across all industries is 9.21%.August 2020wordstream.com

Facebook Ads CPM — $8.27

What is an average Facebook Ads CPM? The average from 3 sources is $8.27, the median is $7.84, and the latest published metric is $7.84.

Benchmark Quote Published Source
$7.19"In comparison, if you use CPM, Facebook advertising costs around $7.19 per 1000 impressions."February 2020webfx.com
$7.84We found that median CPM continued its upward climb, ending the first half of the year at $7.84July 2019adstage.com
$9.80 June 2020revealbot.com

Would you like to submit benchmarks with attribution back to your site? Contact us: hi@causal.app.

How can I use this data?

If you're looking to build a Facebook Ads forecast, look no further.

We've taken the benchmarks above and put them into an interactive dashboard below. Feel free to tweak the forecast's inputs along the top row to suit your business, and your budgets.

You'll notice that some of the inputs have ranges in them. We've done this because nothing in marketing is certain. Even though the benchmarks above give us a good idea of what metrics like cost per click will come out as, we can't know for sure.

Causal accounts for this by letting you input ranges, and then running thousands of simulations within the ranges you define. You can see the outputs from this in the graphs below.

While you're here...
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