In March 2023, apparel and footwear was the industry with the highest click-through rate (CTR) for Facebook ads worldwide, at **** percent. The lowest CTR was recorded for technology products and services, at **** percent. How is ad success measured? Click-through rate - the number of times an ad clicked divided by the number of total views - is a commonly used measure to gauge the effectiveness of an online advertisement. In the second quarter of 2023, CTR for social networks stood at **** percent. This marked an increase of ** percent compared to the previous quarter. Cost-per-mille (CPM) - the price of each 1,000 views of ads on one web page - is another noteworthy metric to examine the success of an advertisement. In the second quarter of 2023, global social media ads' CPM was **** U.S. dollars. The most click-worthy industry: apparel The most valuable brand from the industry with the highest CTR in 2023 was Oregon-based giant Nike, which had a brand value of roughly ** billion dollars. Apparel companies have spent heavily on advertising not only to build immense brand awareness and value, but also to cater brand loyalty. For instance, U.S. apparel and accessory stores ad spend amounted to *** million dollars in 2022. In the same year, the average consumer spend just for female apparel in the United States was around *** dollars. As long as consumers keep clicking on ads for clothing and footwear items, the apparel industry’s ad spend can be expected to grow proportionately.

Among the countries presented in the dataset, Facebook’s highest advertising cost-per-mille (CPM) was in the United States, valued at ** U.S. dollars. For comparison, the lowest CPM, *** U.S. dollars, was recorded in India. What are other Facebook advertising costs and metrics? Cost-per-click (CPC) is another popular metric when it comes to advertising on the social platform. Globally, the average CPC on Facebook stood at ** cents at the end of 2024. This means that campaigns aiming at app installs, lead generation and product catalog sales are the most expensive, whereas campaigns targeting post engagement, messages and video views are on the opposite side of the spectrum. How does Facebook compare with other social media among marketers? The majority of marketers indicate that Facebook is the most important social platform for their business, with ** percent of respondents using the platform, compared to ** percent on LinkedIn. However, with recent data breaches, Facebook has seen some decrease in growth. Its position is still strong enough that marketers increase their spending on the social network. However, Instagram seems to be overtaking the older platform, and more industry professionals are planning to increase investments in the photo sharing platform than in Facebook.

Recent evaluation of social media advertising metrics shows that the click-through rate (CTR) for social networks in the second quarter of 2024 reached **** percent. A quarter earlier, it stood at **** percent.

Between May 9 and July 14, 2024, cost-per-mille (CPM) on Facebook and Instagram in the United Kingdom (UK) oscilated between 4.35 U.S. dollars and 9.82 U.S. dollars. UK to emerge as third largest market As of 2022, the UK was the third largest market globally - behind the United States and China - for social media advertising. By the end of 2023, the industry is expected to generate approximately 14 billion U.S. dollars. Furthermore, the United Kingdom and Germany were two European markets to be featured in the top five within the industry globally. Mobile advertising takes the lead Annual revenue growth has also been forecast for the industry until 2027. The average revenue generated per internet user for social media ads in the UK was recorded at nearly 223 U.S. dollars in 2022. By 2027, this is expected to reach approximately 265 U.S. dollars. Most of this will be generated through mobile advertising, which is forecast to make up a significantly larger share of advertising each year over desktop.

In January 2024, the mean cost-per-click (CPC) of an active ad in the Meta ecosystem (Facebook, Instagram, Messenger) stood at **** euros. The median CPM amounted to **** euros.