Facebook Ad Statistics 2026: Metrics Fueling Growth

The advertising landscape on Facebook remains a cornerstone for digital marketers, brand teams, and performance-driven businesses alike. With billions of users globally and ever more refined ad tools, Facebook ads influence both consumer discovery, for example, an e-commerce launch, and lead generation campaigns, for instance, B2B service providers using Facebook to fill a funnel. This article breaks down the most relevant statistics to help you understand what’s working and where you should focus your effort.

Editor’s Choice

• Facebook’s ad reach stood at about 2.28 billion users in January 2025.
• Global ad revenue for Facebook in 2024 was approximately $164.5 billion.
• Facebook’s ad reach increased by +4.3 % year over year in the 12 months to January 2025.
• In the United States, the ad reach for Facebook was about 56.8 % of the total U.S. population at the start of 2025.
• The average global revenue per user, ARPU, for Facebook was $13.12.
• Mobile devices account for the majority share of Facebook’s ad revenue, historically above 90%.
• Facebook advertising is defined as a self-serve paid media platform allowing objective, audience, and budget selection.

Recent Developments

• Facebook’s ad reach rose by 93.3 million users, +4.3%, between January 2024 and January 2025.
• The 2024 ad revenue figure of $164.5 billion represented a significant jump from roughly $134 billion in the prior year.
• Analysts project Facebook’s ad revenue at roughly $156.8 billion for 2025, reflecting moderate growth.
• In the U.S., penetration of Facebook’s ad audience is above 56% of the population, suggesting saturation in some segments.
• The global user base eligible for Facebook ads, age 13+, reached about 27.9% of the world’s population in January 2025.
• The composition of Facebook’s audience is shifting as some developed markets slow in user growth, prompting advertisers to rely more on creative and targeting improvements.
• Mobile-first strategies continue to dominate as Facebook’s ad platform further optimizes for mobile and video formats.

What Is Facebook Advertising?

• Facebook ad revenue globally is projected to hit $156.8 billion in 2025.
• The average cost per click (CPC) for Facebook ads is just $1.05.
• Facebook ads reach 2.28 billion users every month, ranking second in ad audience size.
• Vertical video ads with speech or voiceover see a 3% higher conversion per dollar.
• The average click-through rate (CTR) for Facebook ads rose to 1.8% in 2025, up from 1.51% in 2024.
• 93% of social media marketers use Facebook Ads for brand engagement and sales.
• Facebook’s potential ad reach increased by 93.3 million users (+4.3%) between January 2024 and January 2025.
• In the U.S., Facebook’s ad reach covers 56.8% of the total population.
• The average conversion rate (CVR) for Facebook ads is 9.21% across all industries.
• About 27% of Facebook campaigns choose conversions as their main objective.

Key Facebook Ad Statistics Overview

• The global ad reach of Facebook was around 2.28 billion users in January 2025.
• That figure represented approximately 27.9% of the world’s population, age 13+.
• Facebook’s ad reach rose 4.3% year over year as of January 2025.
• In the U.S., Facebook’s ad reach equalled about 56.8% of the U.S. population at the start of 2025.
• Facebook’s total advertising revenue in 2024 hit roughly $164.5 billion.
• The average revenue per Facebook user globally stands at around $13.12.
• Mobile devices generated the majority of Facebook’s ad revenue, historically above 90%.
• Facebook remains one of the most visited websites globally, reinforcing its scale for advertisers.

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Facebook Ad Revenue Growth (2017–2026)

• Facebook’s ad revenue shows consistent year-over-year growth from 2017 to 2021, followed by continued forecasted increases through 2026.
• Revenue rises from $39.94 in 2017 to $114.93 in 2021, reflecting the significant expansion of Facebook’s advertising business.
• The largest jump in the historical data occurs between 2020 ($84.17) and 2021 ($114.93).
• Forecast data indicates continued strong growth, with revenue projected to reach $153.76 million in 2023, $170.82B in 2024, and $187.35 million in 2025.
• By 2026, Facebook’s ad revenue is expected to hit $202.94, surpassing the $200B milestone.
• Overall, from 2017 to 2026, Facebook’s ad revenue is set to grow by more than 5×, emphasizing its dominant position in the digital advertising market.
• The source of the data is Statista, as shown in the chart.

Usage & Adoption Statistics

• According to 2025 data, Facebook ads reached 2.28 billion users in January 2025.
• Globally, that equalled approximately 41.1% of all internet users.
• The eligible adoption rate, people age 13+, excluding China, was estimated at 43.7% in January 2025.
• Facebook’s potential ad reach increased by +2.8%, +62.3 million users, between October and January 2025.
• In major markets like India, the U.S., Indonesia, Brazil, and Mexico, Facebook had user counts in the hundreds of millions, such as India at 384 million.
• The pace of growth in ad reach for Facebook in 2025 was slower than Instagram’s +5.5% but faster than TikTok’s +2.0%.
• For U.S. adults, roughly 69% have used Facebook, with a strong frequency of use.
• Among internet users globally, Facebook remains one of the top platforms by active usage.

Facebook Influencer Engagement Rates by Post Type

• Reels deliver the strongest engagement performance with an impressive 0.23% engagement rate, surpassing every other Facebook influencer post format.
• Videos follow closely with a notable 0.17% engagement rate, remaining well above the platform-wide average.
• Photo posts achieve a moderate engagement level of 0.08%, placing them slightly ahead of text-based posts.
• Text posts record the lowest engagement rate at 0.07%, falling short of the overall platform average.
• Across all Facebook influencer post types, the typical engagement rate settles at an average of 0.11%.

Facebook Ad Reach & Impressions Statistics

• The average reach rate for posts on Facebook in 2025 is about 1.65%, meaning only a small portion of followers see organic posts.
• Instagram posts average around 3.50% reach, showing Facebook’s lower organic reach.
• In the U.S., more than 69% of adults use Facebook, and about 70% access it daily, supporting strong ad reach potential.
• Globally, Facebook reports 3.07 billion monthly active users and 2.11 billion daily active users in 2025.
• North America’s potential advertising reach was estimated at 221 million users in 2025.
• Organic reach continues to decline, increasing reliance on paid ads.
• Mobile placements dominate impressions as most users access Facebook on mobile.
• Brands experience ad fatigue at high frequency levels, reducing incremental reach.
• Impression supply remains substantial internationally, enabling mid-sized campaigns to reach large audiences.

Targeting & Personalization Statistics

• Facebook’s ad platform allows targeting by demographic, geographic, interest, behaviour, and lookalike audiences.
• Dynamic creative optimization has grown as brands seek personalization.
• Some tests of generated ad text showed +6.7% uplift in CTR over standard ads.
• In 2025, Facebook supports 19 placements across Facebook, Instagram, Messenger, and Audience Network.
• Mobile users deliver stronger click-through and conversion rates.
• Small businesses rely increasingly on lookalike and custom audience targeting.
• Privacy and regulation continue to shape personalization practices.
• First-party data integration supports improved ROI.
• Automatic placements combined with dynamic creatives are widely used.

Facebook Advertising Audience Breakdown by Age & Gender

• 25–34-year-old males represent the largest portion of Facebook’s adult advertising audience at 18.5%, maintaining dominance within this demographic segment.
• 25–34-year-old females follow closely with 12.7%, mirroring their male counterparts’ strong presence in the same age bracket.
• 18–24-year-old males account for 12.7%, while females in this youthful demographic group comprise 9.1%, highlighting notable engagement among younger users.
• 35–44-year-old males contribute 11.7%, compared with 8.7% for females in this same age range, underscoring sustained mid-age participation.
• For the 45–54 age category, males hold 6.6% of the audience, whereas females occupy 5.7%, showing moderate representation among this cohort.
• 55–64-year-olds reflect nearly equal distribution with 4.0% male and 3.9% female, indicating balanced engagement in later midlife.
• The 65+ audience segment remains the smallest, consisting of 3.4% females and 3.0% males, marking the lowest participation across all age groups.

Facebook Ad Placement & Format Statistics

• As of 2025, Facebook supports 19 ad placements, including Feed, Reels, Stories, Marketplace, Right Column, and Audience Network.
• Automatic placements are recommended for efficient reach and cost.
• Vertical formats, such as Stories and Reels, outperform landscape formats on mobile.
• Right column ads show lower engagement but are useful for retargeting.
• Minimal text on imagery increases performance across placements.
• Feed and Stories placements often have higher CPMs but stronger conversions.
• Placement customization, using unique creative per placement, improves results.
• Reels and Stories usage is rising as short-form formats grow.
• Marketplace and Explore placements offer incremental reach.

Mobile vs Desktop Advertising Statistics

• Most Facebook ad impressions and clicks occur on mobile devices.
• Average daily time on Facebook is 31 minutes, with mobile time dominating.
• Mobile-optimized ads show higher engagement than desktop creatives.
• CPC on mobile is often lower than on desktop.
• Desktop placements have lower engagement but work for retargeting.
• Mobile-only regions, such as parts of Asia, show strong mobile ad performance.
• Facebook’s ad interface remains mobile first.
• Some advertisers allocate 70–80% of their ad budget to mobile.

Average Cost Per Action (CPA) by Industry

• The average Cost Per Action (CPA) across all industries on Facebook Ads is $19.68, maintaining consistent performance data.
• Pets & Animals reports the highest CPA at $56.89, marking it as the costliest industry for conversions.
• Finance records a CPA of $44.23, closely followed by Business & Industrial with a CPA of $41.28, reflecting higher acquisition expenses.
• Beauty & Fitness maintains an average CPA of $38.33, whereas Real Estate posts a competitive CPA of $33.21.
• People & Society shows a CPA of $29.95, while Jobs & Education stands at a moderate $23.80.
• Home & Garden reaches $21.99, placing it slightly above the overall average.
• News and Internet & Telecom register comparatively lower CPAs of $18.36 and $15.29, respectively, highlighting cost efficiency.
• Science reflects the lowest CPA at $12.67, with Food & Drink close behind at $12.91, indicating highly economical conversion costs.

Engagement & CTR Statistics

• The global average CTR for Facebook ads in 2025 is about 1.83%.
• Traffic campaigns average about 1.71% CTR.
• Clothing and Accessories prospecting campaigns average 1.77% CTR.
• Food and Drink retargeting campaigns can fall below 1% CTR.
• Median CTR across industries is about 1.80%.
• CTR varies by industry, such as Home & Garden at 1.52%.
• Video first creative often crosses the 2% CTR mark.
• High frequency reduces CTR, requiring frequent creative refreshes.

Conversion & ROI Statistics

• The average conversion rate for Facebook ads in 2025 is 8.95%.
• Fitness conversion rates approach 14.29%.
• Healthcare conversion rates average around 11%.
• 28% of marketers say Facebook delivers their highest ROI.
• Mobile optimized ads show 9.3% CVR, and desktops near 6.7%.
• Mobile video view-through rates approach 32%.
• First-party data and optimized landing pages improve ROI.
• Scaling requires close monitoring of ROAS.

Industry / Benchmark Statistics

• Clothing & Accessories CTR benchmarks near 1.71 per cent.
• Food & Drink CTR benchmarks around 0.88 per cent.
• Sports & Recreation CPM near $10.90.
• Health & Beauty CPM around $8.41.
• Art & Entertainment CAC around $32.79.
• Home & Garden CAC near $15.13.
• Lead campaign CPL around $27.66 across industries.
• Nearly half of the industries saw CPC decreases year over year.
• Restaurants and Real Estate saw significant CPC increases.

Facebook Ads for Small Businesses & Agencies Statistics

• Facebook Ads have an average ROI of 4x for small businesses.
• Ads show 80% higher discovery potential than traditional advertising sites.
• Small businesses can start campaigns with budgets as low as USD 1/day.
• 63% of local businesses use hyperlocal targeting to reach nearby customers.
• Over 70% of agencies report increased adoption of Meta Advantage+ automation tools.
• Viable test budgets in some countries are around 500–1,000 local currency units/day.
• 75% of small businesses say success depends on first-party data and tracking.
• Agencies agree that conversion-focused campaigns outperform those targeting vanity metrics.
• Facebook Ads cost 30-50% less per lead than Google Ads for small businesses.
• 54% of small businesses say Facebook Ads help increase customer retention.

Trends & Future Outlook

• The AI market is projected to grow at a 35.9% CAGR from 2025 to 2030, reaching $1.81 trillion by 2030.
• Privacy-first advertising has increased Customer Acquisition Costs to an average of $29 per customer due to stricter data regulations.
• Short-form video is expected to claim 90% of internet traffic by 2025.
• Social commerce sales are projected to exceed $1.2 trillion globally by 2025, with a CAGR of 26.2% from 2023 to 2030.
• ROAS and CPA metrics are increasingly used, with dynamic CPA target adjustments improving ROI in 2025.
• Global ad spend is forecast to grow by 4.9% in 2025, reaching $992 billion, despite challenging economic conditions.
• First-party data adoption is rising due to increased privacy regulations, boosting marketing accuracy and compliance.
• Automation in Facebook ads is driving real-time optimization, with over 78% of ad spend expected to be algorithm-driven by 2027.
• AI-driven automation handles up to 30% of routine administrative tasks, enhancing ad campaign efficiency.
• Real-time creative optimization on Facebook ads is improving engagement and sales conversions continuously in 2025.

Frequently Asked Questions (FAQs)

Conclusion

The advertising landscape on Facebook remains rich with opportunity, but the rules have tightened. Engagement benchmarks like 1.8% CTR and conversion rates near 9% show that Facebook continues to deliver value when creative, targeting, and funnel strategy align. At the same time, cost metrics such as CPCs and CPMs are under pressure, making it more important than ever to monitor performance by vertical and campaign objective.

Whether you are a small business or a large brand, the future success of Facebook ads will depend on smart budgeting, data-driven targeting, and creative formats suited to mobile-first viewing. If you are ready to dive deeper into specific placements, mobile versus desktop strategies, and demographic trends, be sure to read the full article.