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Facebook Ad Benchmarks & Why They Don't Matter

WordStream has published some interesting research on the average click-through rate (CTR) of Facebook ads in 18 industries - but should you, as a social media advertiser, compare your initiative to this data? The answer, of course, is a resounding no. 

WordStream's report was based on Facebook advertising data (from November 2016 through January 2017) from 256 U.S. based WordStream clients in 18 industries. As you can see in the chart below from WordStream legal advertisers had the highest click-through rate, while employment/job training advertisers have the lowest average. 

The average conversion rate for Facebook ads across all industries is 9.21%. Fitness brands have the highest average conversion rate for Facebook ads (14.29%); technology brands have the lowest average conversion rate (2.31%). The average cost per click (CPC) across all industries is $1.72, and the average cost per action (CPA) is $18.68.

I think it would be smart to take this benchmark data with a grain of virtual salt. WordStream didn't really provide any data whatsoever that I could find which indicated what qualified as a conversion - that's very important, of course, because it's often not the same from advertiser to advertiser or from industry to industry. I'd also question the sample size here, and the fact that WordStream is really one of the premier solution providers around for managing digital advertising (so they are highly skilled and likely attract premium brands). Essentially, it may be very, very difficult to duplicate these efforts. 

That being said, the data does provide a general yet broad way to determine how your own brands social media advertising initiatives stack up.

Average Facebook Click Through Rate
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