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40 Facebook Ads Statistics: Trends, Market Usage & More

Facebook, now known as Meta, has changed its name due to Mark Zuckerbergโ€™s new vision for the platform. The new name โ€˜Metaโ€™ refers to the Metaverse, a virtual word that could mean that ads and marketing will change strategies to fit this new technology world.

Marketers are currently leveraging Facebook ads through reels, videos, and posts. In the future, they might even use the virtual world to give consumers a better chance to view and test products before purchasing them.ย 

In this article, weโ€™ve researched the latest Facebook ad statistics to help marketers understand and prepare for the future and learn from our experts.

Table of Contents

Key Facebook Ads Statistics

The following key statistics show how Facebook is progressing and what makes it an excellent platform for social media marketing.ย 

  • There are 8 million active advertisers across all Facebook META platforms combined.1
  • Comparatively, the average US CPM on Facebook Ads reached $4.29 in 2024, which is 3.83 times higher than the global average. 2
  • Ad spending is expected to grow significantly in all segments in 2028.3
  • The market size in the ‘Metaverse Advertising’ segment of the metaverse market worldwide was forecast to continuously increase between 2023 and 2030 by in total of $5.9 billion (+373.42 percent.)3
  • For 2023, it’s estimated that 39% of all digital advertising revenues will go to Google. Next up: Facebook will have an estimated digital ad revenue share of 18 percent, followed by Amazon at seven percent.3
  • In 2023, at Meta Platforms, digital revenues created through online advertising reached more than 131 billion U.S. dollars.3
  • In addition, the CTR was the highest among Facebook ads in the apparel and footwear products category, amounting to 2.06 percent in March 2023. Technology products and services had the poorest performance in CTR, with 0.93 percent.3
All Digital Advertising Revenues Will Go To Google
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Why The Apparel And Footwear Industry Soars On Facebook

Apparel and footwear are visually appealing products mainly driven by trend, style, and personal preference. Consumers are more interested in interacting with ads featuring new styles, sales, or hot looks. These products tend to elicit more emotional or immediate responses; hence, CTRs may be higher.

Apparel and footwear encourage impulse buying, particularly when advertising offers messages like limited editions, new arrivals, or discount sales. That is why most users click these ads to explore such offerings further, which leads to a higher CTR.

Most apparel and footwear ads on Facebook are appropriately targeted, considering users’ preferences, shopping behavior, and demographics. Such personalization improves the possibility of users interacting with the ad.

Technology products and services require more research and deliberation. When purchasing tech gadgets, the customer is more interested in price and feature comparisons, not to mention reading reviews, which may delay or reduce instant engagement with ads. This leads to a lower CTR.ย 

Tech products and services are often more complex, involving higher costs, perhaps, which may not attract impulsive clicks like fashion-related products do. The audience for these products might also be more demanding, leading to fewer clicks at the same instance.

Allbirds Successful Facebook Ads

Allbirds is one of the best examples of a footwear brand that has placed itself in the market with Facebook Ads. While the brand is smaller than larger companies with huge advertising budgets, Allbirds has carved a niche for themselves with sustainability and simplicity in the products and their ads. Their mission is to “create better things in a better way” and offer light, comfortable shoes made of sustainable materials.

Allbirds’ ads are a breath of fresh air on Facebook. They totally resonate with the brand ethos of understated, eco-friendly fashion. Their ads have a perfect balance of simplicity, information, and visuals that help connect to a very loyal audience interested in green fashion. Interest in sustainability is at an all-time high, and Allbirds has positioned itself as a leader in the market; consumer interest in sustainable products keeps growing continuously.

Why Allbirds’ Facebook Ads Work:

Striking product imagery: Allbirds Creatives lead with clean, high-resolution images of their shoes. This is clean and free from clutter; the product is the object of focal attention, and nothing is distracting. Focusing on close-up shots showing texture and detail, Allbirds allows potential customers to visualize what this product will feel and look like in real life. This minimalist approach opposes cluttered newsfeeds, so their ads really pop.

Compelling Headlines and Description: Allbirds does not have friction-causing headlines; instead, they assure customers of free delivery, free returns, and a 100-day trial. When advertising, they make sure the offer is visible to any potential buyer so they can easily note the advantage of trying the product. Allbirds creates urgency and value by highlighting the USP-with this, driving clicks.

Organic and Soft Creatives: Most competitors are onto bold, flashy commercial messaging; on the other hand, Allbirds has taken their ad creatives in a softer and more organic direction. These ads didn’t feel pushy; rather, they were pretty much an output projection of being environmentally conscious-gentle as their core identity.

Such non-aggressive style spoke to their target audience, who appreciated the subtlety and integrity behind the brand's messaging.
Gia Radnai
wecantrack Editor

Marketing Usage Statistics

The market usage statistics from the following marketing enable insights into how businesses use Facebook Ads to reach, optimize, and drive meaningful conversions with their audiences. These highlight the trends, costs, and strategies that will help marketers make important decisions in their advertising.

  • Facebook is the third-most downloaded mobile app in the U.S.4
  • The average CPM of Facebook, across all industries, is $16.125.4
  • Conversions are the primary campaign objective of roughly 27% of Facebook ads.6
  • The average cost per click is about $0.43.7
  • $18.68 is the CPA for all industries on Facebook ads. 7
  • The average conversion rate in all industries for Facebook ads is 9.21%. 7
  • The average CTR of Facebook Ads is 0.90%.8

Adespressoโ€™s Analysis Of Facebook Ads

Adespresso compiled an in-depth report analyzing over 750,000 Facebook ads to help advertisers determine how to best yield the greatest results. According to their findings, the average headline length has remained relatively consistent at five words, while essential ad composition elements have changed over time.ย 

Ad text length, for example, is growing from 14 words in 2015 to 19 in 2018 as marketers try to include more upfront information to capture attention. Meanwhile, link descriptions have gotten shorter, from 18 words to 13 words, between those years, reflecting a trend toward more concise messaging.

The study also showed that more ads would directly connect to specific landing pages, in which cases viewers would find it easy to take action without necessary research. Call-to-action usage has changed, while the most popular CTAs in 2018 were “Learn More,” “Shop Now,” and “Sign Up.” Surprisingly, businesses are trying more ad formats, and video ads are gaining popularity.

Overall, the Adespresso research provided valuable takeaways for advertisers seeking to improve their Facebook ad strategies.ย 

Adespressoโ€™s Analysis Of Facebook Ads
Adespressoโ€™s Analysis Of Facebook Ads
Adespresso compiled an in-depth report analyzing over 750,000 Facebook ads to help advertisers determine how to best yield the greatest results. According to their findings, the average headline length has remained relatively consistent at five words, while essential ad composition elements have changed over time.

Ad text length, for example, is growing from 14 words in 2015 to 19 in 2018 as marketers try to include more upfront information to capture attention. Meanwhile, link descriptions have gotten shorter, from 18 words to 13 words, between those years, reflecting a trend toward more concise messaging.

The study also showed that more ads would directly connect to specific landing pages, in which cases viewers would find it easy to take action without necessary research. Call-to-action usage has changed, while the most popular CTAs in 2018 were "Learn More," "Shop Now," and "Sign Up." Surprisingly, businesses are trying more ad formats, and video ads are gaining popularity.
Source: Adespresso
The findings emphasize the need for brevity and targeting in content, using calls-to-action and ad formats to drive engagement and efficiency.
Gia Radnai
wecantrack Editor

Social Media Advertising Statistics

The following are some statistics related to social media advertising that give insight into how businesses improve their methodologies and techniques on platforms like Facebook to increase engagement, visibility, and sales.

  • About 57% of businesses found that adding Facebook stories when promoting products and services became crucial to their success.10
  • You can also add a Call-to-Action button, which may raise your conversion rate as high as 2.85x. 10
  • Over 160 million businesses use Facebook every month to communicate with their customers.10

Why CTAโ€™s Are Essentialย 

This statistic shows that a Call-to-Action (CTA) button can increase your conversion rate in your Facebook ads up to 2.85 times. It would also be the place for a CTA button to encourage viewers to take some action: “Shop Now,” “Learn More,” or “Sign Up.”ย 

A CTA button provides a clear direction and an easy way to interact with the ad, ensuring users follow through on interest for conversions. ItemImage A CTA urges people to perform a particular action. This is an indication of the importance that CTAs play in digitally optimizing advertising.

  • 93% of social media marketers use paid Facebook ads. 11
  • 64% of social media marketers plan to increase Facebook ad activities next year.11
  • On average, organic reach for a Facebook post is 6.4% of page likes.12
  • Organic Facebook post engagement rate averages 3.91%.12
  • 26% of Facebook advertisers who clicked through on ads went on to make a purchase.13
  • Facebook ads whose titles contain four words work best. 14
  • Phone calls convert to 10-15x more revenue than web leads.14
  • 49.2% of Facebook advertisers monitor ad campaign performance daily. 15
  • E-commerce businesses spend less than $2,500 a month on Facebook Ads. 15

Kรฉrastase Turkeyโ€™s Success With Facebook Ads

Kรฉrastase, a premium haircare brand belonging to L’Orรฉal, amplified brand awareness for the newly launched Elixir Ultime hair oil in a refillable bottle with the help of Meta’s Story Builder ad campaign. The next approach combines the following features: ad sequencing and target frequency. These features helped create a multi-part brand story across Meta platforms.

Meanwhile, the ad sequencing feature allowed Kรฉrastase Turkey to take its audience through a seven-part narrative, with each ad focusing on different product benefits. Delivering these ads in a particular order seamlessly took consumers from awareness to consideration. The target frequency feature ensured that target audiences consistently saw the ads, with key messages being communicated to an ideal waxing rate once weekly for increased brand recall and awareness.

The agency, OMD, managed the campaign closely to ensure optimal ad placement and targeting. The brand also utilized Meta’s Advantage+ feature to distribute ads across multiple Meta platforms, achieving higher reach at a lower cost.

In the Kรฉrastase campaign, there was an 8.2-point lift in top-of-mind awareness and a 3.9-point lift in ad recall compared to their usual ad campaigns that did not include sequencing and frequency features.

This proves the merit of Meta Story Builder in telling a cohesive, memorable brand story while driving engagement and awareness.ย 

This is not only over-delivery on the set goals for Kรฉrastase but also proof of what creative ad storytelling can do to drive effective results.
Gia Radnai
wecantrack Editor

Facebook Ads Effectiveness Statistics

The following are the Facebook Ads effectiveness statistics, showing how stellar a business is doing with its ad campaigns on the platform; these will, in turn, highlight key metrics that help marketers understand the impact and efficiency of their advertising budgets on Facebook.

  • Facebook ads whose titles contain four words perform the best. 12
  • Social media ads drove 36.4 calls to US businesses in 2019 alone. 13
  • 54% of responding marketers find Facebook Ads “very effective” for driving sales. Only 8% claimed they were not effective. 13
  • The median cost per click on Facebook Ads is $0.54.13
  • Metricool analysis shows that app promotion campaigns had the highest cost per click, $0.32, among Facebook ads. The lowest, having a value of $0.04, were Traffic campaigns, 22 times as many.2
  • Analysis of 675 B2C companies found the median ROAS of Facebook Ads to be 1.79%.2
  • Data from 636 B2C companies reveal that the median return on ad spend for Facebook Ads is 1.8 – virtually the same as B2C values.2
  • Facebook recommends the image size on feed ads should be at least 1080 x 1080 pixels.8
  • Facebook recommends leaving about 14% of the top, 35% of the bottom, and 6% on either side of the video for Facebook Reels clear of text, logos, or other visual elements.8
0%
Advertisers Believed Videos Drive
More Ad Clicks Than Other Content Types
  • The five most clicked-on call-to-action buttons in FB ads are Learn More, Contact Us, Sign Up, Call Now, and Download.15
  • According to an analysis of 12 million ad sets on Facebook, vertical videos with audio contributed to a 12% higher conversion rate than other types of videos.15
  • Vertical video with audio as Reels ads had a 35% higher CTR than other ads.15
  • Mobile-friendly video ads on Facebook in format 15 seconds or vertical had a 12.3% lower conversion cost than non-mobile-optimized video ads.15
  • 84% of B2C marketers who used paid social advertising in the past 12 months used Facebook more than any other platform.15
Vertical Videos With Audio Contributed Higher Conversion Rates
0%

La Redouteโ€™s Success With Reels

Fashion and home decoration retailer La Redoute in France saw stunning benefits from adding new video and photo ads to the usual Meta Advantage+ shopping campaigns.

For a long time, La Redoute had traditionally relied on Advantage+ shopping and catalog ads across Marketplace, Facebook, and Instagram Feeds, Stories, and Reels. For the first time, the brand teamed up with creators to build Reels-specific creative assets to reach new audiences and boost online sales.

La Redoute teamed up with two creators, Paulien De Clercq and Frederic Stauffer, to produce Reels content that was entertaining, visually stimulating, and on tone with the “language” of Reels. These ads used visual effects, music, and telling stories while remaining natural and authentic to life. Second, the ads were designed for mobile devices: their full-screen, vertical display would fit perfectly on Reels.

La Redoute ran a multi-cell Meta-conversion lift study to gauge the performance and impact of this new methodology. They compared their standard ad creatives with the new creator-led ads across all the Meta placements, delivered using the Advantage+ feature.

By incorporating these new Reels-focused ads, La Redoute realized a 51% lift in incremental ROAS versus their usual ads alone. Additionally, the campaign drove a 35% increase in incremental purchases at a 26% lower cost per purchase. They also saw a 37% increase in impressions on Reels and Stories, which spoke to the creativity at play.

This campaign is intended to demonstrate how creating original, creator-led Reels changed La Redoute’s advertising play and drove double-digit growth in revenue and purchases.

Future Trends Of Facebook Adsย 

The following trends are important for marketers to improve their marketing strategies for the following years.ย 

Influencer Marketing to Evolve and Grow Even More: We expect more brands to partner with social media personalities to carry their message to the market. We are likely to deal with more brands with micro-influencers or those with smaller but highly engaged audiences. At the same time, the influencers continue to diversify their platforms, creating even more authentic, targeted content to keep the trust of their followers.

AI-Driven Facebook Messenger Experiences: AI in Facebook Messenger is upsurging to empower innovation in creating personalized, automated customer support at scale. AI-driven chatbots can handle everything from basic queries to product recommendations and even purchases of those products in an increasingly efficient quest to serve customers’ experiences.

More integrated e-commerce within Facebook and Instagram will penetrate their bowels, making it easier for users to discover, compare, and buy products right from within the apps with new features such as Instagram Shopping, Facebook Marketplace, and integrated payment options.

User-Generated Content to Continue Elevating Facebook Ad Engagement: Customer photos, videos, reviews, and more are all different aspects of UGC, whose presence in ads will continue growing, especially on Facebook. Real user-generated content feels far more genuine and relatable, driving more interactions than traditional ad content.

Instagram and Facebook AR Ads: More AR ads mean more frequent interaction with the digital overlay of external environments by users, like virtual try-ons. These ads provide immersive experiences to users in totally new ways and allow brands to speak up loud and clear.

Instagram
To get the most out of your ads, you need to adapt and use these new trends to your advantage, otherwise you'll lose customers.
Gia Radnai
wecantrack Editor

Moving Forward

Going forward, brands will be forced to devise new ways of engaging with their audiences using emerging technologies like virtual reality. From an advertising perspective, knowing the growth in the Meta ecosystem might yield more interactive and engaging ads, starting to give marketers other ways of garnering audience attention and sales.

From a rise in popularity with Reels to AI-powered customer interactions through Messenger, Meta’s ad ecosystem is evolving quickly. The statistics and examples shown here, including the success of Allbirds and Kรฉrastase, prove how brands can use Facebook’s tools to construct an impactful, targeted campaign that resonates with their target audience effectively.

Change is continuous in the advertising world. With new trends such as influencer marketing, user-generated content, and augmented reality ads, it will go without saying that both Facebook and Instagram will remain cornerstones in a marketer’s toolkit.

Frequently Asked Questions

How much do Facebook ads cost?

The factors influencing the cost of Facebook ads will depend on industry type, target audience, ad objective types, and bid type. On average, businesses spend as little as $1 and up to 500 dollars monthly on Facebook ads, though costs vary widely depending on your strategy and objectives.

How do you start Facebook ads?

First, set up a Facebook Business Page. From there, you will have an Ads Manager and be able to verify your account details, set up your payment method, and begin creating your first ad campaign.

How do you qualify for Facebook ads?

Your Page must meet the following requirements to monetize in-stream ads on Facebook:

– Must have at least 10,000 followers.

– Reaching 600,000 minutes watched in the last 60 days with a minimum of 60,000 minutes from live video views.

How much money is required to run ads on Facebook?

The minimum budget for running Facebook ads is $1 per day for impression or CPM-based campaigns and $5 per day for click, like, or video-view campaigns. 5. How much will Facebook pay for 10,000 views? For in-stream ads, creators can expect to make $48 on 10,000 views, on average, but that number changes depending on factors like the viewers’ locations and ad engagement.

How much does Facebook pay for 10,000 views?

The minimum budget for running Facebook ads is $1 per day for impression or CPM-based campaigns and $5 per day for click, like, or video-view campaigns. 5. How much will Facebook pay for 10,000 views? For in-stream ads, creators can expect to make $48 on 10,000 views, on average, but that number changes depending on factors like the viewers’ locations and ad engagement.

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