Is My CPM, CPC or CTR Good?
Enter your Facebook ad numbers and see how they compare with typical results for your industry, plus what to fix first.
Enter any numbers you have. You'll find them in Ads Manager's columns.
What you pay for your ad to be shown 1,000 times.
What you pay, on average, each time someone clicks your link.
Out of everyone who saw the ad, the % who clicked.
What you pay for each lead, booking or sale.
Out of everyone who clicked, the % who became a lead or buyer.
Sales revenue divided by ad spend. 2x means $2 back for every $1 spent.
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What the main Facebook ad numbers mean
Ads Manager shows dozens of columns. For a small business, six of them tell you almost everything:
- CPM (cost per 1,000 views): what Meta charges to show your ad 1,000 times. It depends mostly on who you target and how much competition there is.
- CTR (click-through rate): the share of people who saw your ad and clicked. It tells you whether the ad itself works.
- CPC (cost per click):what each click costs. It's really CPM divided by how often people click, so a better ad lowers it.
- Conversion rate: the share of clicks that became a lead or sale. It tells you whether your landing page and offer work.
- Cost per result: what you pay for each lead, booking or sale.
- ROAS (return on ad spend): revenue divided by ad spend. 2x means $2 of sales for every $1 of ads.
Typical Facebook ad benchmarks by industry
These are rough middle values from public 2024–2025 reports. Your country, season and offer matter more than your industry, so use them as a sense check.
| Industry | CPM | CPC | CTR | Cost per result |
|---|---|---|---|---|
| Online store (ecommerce) | $14 | $1.10 | 1.3% | $35 |
| Fashion & apparel | $12 | $0.90 | 1.4% | $30 |
| Beauty & personal care | $13 | $1.00 | 1.4% | $30 |
| Health, fitness & wellness | $15 | $1.30 | 1.2% | $40 |
| Home services (plumbing, cleaning, trades) | $18 | $2.00 | 1.0% | $45 |
| Local shop, salon or restaurant | $11 | $1.00 | 1.3% | $25 |
| Real estate | $16 | $1.50 | 1.1% | $35 |
| Courses, coaching & education | $16 | $1.40 | 1.1% | $40 |
| B2B, software & SaaS | $22 | $2.50 | 0.8% | $90 |
| Finance & insurance | $20 | $3.00 | 0.8% | $70 |
| Travel & hospitality | $11 | $0.80 | 1.5% | $35 |
Which number should you fix first?
Work through your ads in the order people experience them. If hardly anyone clicks (low CTR), nothing further down can save the campaign, so start there. Once people click at a normal rate, look at cost per click. If clicks are fine but few people buy or sign up, the problem is usually the landing page or the offer, not the ad.
ROAS comes last because it depends on everything above it. Before judging it, work out your break-even ROAS: the point where an ad pays for itself.
Why benchmarks only go so far
Benchmarks blend millions of very different ads. Costs in the US, UK and Australia are usually much higher than in other countries. CPMs rose about 20% during 2025 and jump in November and December. And a new ad set in its learning phase will look worse than it will a week later. The most useful comparison is with your own results last month, ad by ad.
That's what AdChat does. Connect your ad account and ask “which ads are below normal and why?” to get an answer for your real campaigns. Free for 7 days.
Frequently asked questions
What is a good CPM for Facebook ads?
For most small businesses a CPM (cost per 1,000 views) somewhere between $8 and $20 is normal, with ecommerce and local businesses on the lower side and B2B and finance on the higher side. CPMs rose roughly 20% during 2025 and spike around Black Friday and the holidays, so compare against the same time of year.
What is a good CTR for Facebook ads?
A link click-through rate around 1% to 1.5% is typical. Above 2% is strong. Below about 0.7% usually means the image or first line isn't grabbing the right people, so test new creative before changing anything else.
What is a good ROAS for Facebook ads?
Many accounts land around 1.5x to 3x, and one 2025 analysis put the median near 1.9x. But a 'good' ROAS is any ROAS above your break-even point. A 2x ROAS loses money on a product with thin margins and is great for one with high margins. Use the break-even ROAS calculator to find yours.
Why are my numbers worse than the benchmarks?
Common reasons: the audience is very small, the ads are tired (people have seen them many times), the ad set is still in the learning phase, the campaign objective doesn't match what you want, or the landing page doesn't match the ad. Fix them in funnel order: first CTR, then cost per click, then the landing page.
Where do these benchmarks come from?
They're rounded ranges based on public 2024–2025 reports, such as WordStream/LocaliQ's Facebook ads benchmarks and Coupler's 2025 Facebook ads statistics. Results vary a lot by country, season, objective and offer, so use them as a rough guide, not a target.
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