A good link click-through rate on Meta in 2026 is 1.5 percent or higher, with the cross-industry range at 1.0 to 2.2 percent. Meta reports several CTRs; use the link click version, since CTR (all) counts likes, expands, and profile taps and runs two to three times higher.
What moves it
Creative drives Meta CTR more than targeting does: the hook, the format (video and carousel beat static for CTR, not always for conversion), and freshness. CTR falls as frequency rises, which is the first sign of creative fatigue. Retargeting audiences click at multiples of prospecting rates.
Meta (Facebook and Instagram) benchmarks, September 17, 2026
| 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 and every other channel: Meta (Facebook and Instagram) benchmarks.
Run your own numbers with the CPC and CTR calculator.
Cite this page:
Agency Echelon. "What is a good CTR for Facebook and Instagram ads?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/what-is-a-good-ctr-for-facebook-ads/