Typical Meta (Facebook and Instagram) cost and performance ranges for a US-weighted, cross-industry account, assembled from the published studies listed below. A benchmark says whether your number is unusual; whether it is good depends on margin, deal size, and what counts as a conversion.
| Metric | Typical range |
|---|---|
| Average CPM | $13 to $14 median in H1 2026, up roughly 20 percent year over year; wide spread from under $3 to over $60 by account and objective |
| Average CPC | $0.70 to $0.80 for traffic campaigns; $1.40 to $1.90 blended and for lead campaigns; $3 or more in SaaS |
| Average CTR | 1.0 to 2.2 percent; 0.6 percent in SaaS, 1.5 percent in pet products |
| Conversion rate | About 1.6 percent (click-based) |
| CPA | About $38 median for ecommerce panels |
| ROAS | About 1.9x median across large ecommerce panels |
Sources
- ContentStudio Meta ads benchmarks 2026
- Synter Meta Ads CPM benchmark H1 2026
- Creatify: what is a good CPC, CPM, and CTR for Meta ads (AdRiseLab and WordStream data)
Related questions
- What is a good ROAS?
- What is a good CTR for Facebook and Instagram ads?
- What is a good CPM for Facebook and Instagram ads?
- How much do Facebook and Instagram ads cost?
Platform profile: Meta Ads.
Definitions: measurement terms. Calculators: CPM, CPA, ROAS, and more.
Cite this page:
Agency Echelon. "Meta (Facebook and Instagram) benchmarks 2026." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/benchmarks/meta-facebook-and-instagram/