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2024 Facebook Ads Study 1

We analyzed 26,223 accounts and

211,929 campaigns to understand
how professional accounts use
Facebook, Instagram, WhatsApp,
and Messenger advertisements.

The 2024 Facebook Study provides the answers to the most

commonly asked questions brands and social media managers
ask regarding advertising on Meta.
• Which campaign types do advertisers invest in most?
• Which campaigns see a higher CPC?
• What is the average CPC per campaign type?
2024 Facebook Ads Study 2

The Study
Sample Pg. 03

Types of Objectives on
Facebook Ads Pg. 05

Key Learnings from the

Facebook Ads Study Pg. 06

Analysis of Facebook
Advertising Data Pg. 11

Which campaign types

work best in terms of..? Pg. 15

Evolution of Facebook Ads

and Learnings Pg. 26
2024 Facebook Ads Study 3

The Study Sample

In the study, we analyzed 26,223
advertising accounts and a total of
211,929 ad campaigns. The sample was
taken from January 1 through February
29, 2024, for 60 days.

Accounts: 26,223

Campaigns: 211,929

Total investment budget: $34,192,542.045

Total impressions: 30,328,403,637

Total clicks: 452,001,463

Average CPC per campaign: $0.075

Average CPM per campaign: $1.12

Average campaign length: 11 days, 5 hours and 36 minutes

2024 Facebook Ads Study 4

Analyzed data

The analyzed campaigns include all of Meta’s ad formats including placements across
Facebook, Instagram, Messenger, and WhatsApp.

Since currencies across regions differ, we have converted all currencies to US dollars
to facilitate the comparison.
2024 Facebook Ads Study 5

Types of Objectives
To delve deeper into the analysis of Facebook Ads
campaigns, it’s important to understand what each
objective aims to achieve.
on Facebook Ads

This information is the key to knowing which objective is best for your strategy:

Lead Generation/Potential Clients Brand Awareness

The objective here is to generate potential clients and Put yourself in your client’s shoes as the first choice.
bring them to the end of the buying process through Let your brand resonate with your audience or boost
forms, calls, messages, or registrations. video views for retention.

App Promotion Traffic

As the name indicates, this objective aims to increase Link clicks or landing page visits are the goals of this
the number of app downloads or app events. objective. Drive a user to your website or landing page
to act.

Interactions Sales
Receive more video views, likes on your content, or This objective is aimed at finding new customers and
participation in your events. Recommended for gaining increasing sales on the advertiser’s website through
more post interactions, video views, and engagement. conversions, messaging, or product sales. Facebook,
Instagram, and Messenger.
2024 Facebook Ads Study 6

Key Learnings from the 2024

Facebook Ads Study
Brands and social media managers favor
campaigns with engagement objectives

While engagement campaigns were the most used

with 89,831 campaigns, Brand Awareness campaigns
received the highest percentage of impressions at
42.4%
of analyzed accounts used an
37.7%, and Traffic campaigns with the most clicks at Interaction objective
38.0%.

37.7% 38%
Brand Awareness Traffic campaigns
campaigns generate the highest
receive the best click percentage.
impressions.
2024 Facebook Ads Study 7

MOST-USED CAMPAIGN OBJECTIVES

2023 vs 2024
2024 Facebook Ads Study 8

The campaigns with the highest average BUDGET PER FACEBOOK ADS CAMPAIGN OBJECTIVE
2023 VS 2024
investment are App Promotion campaigns.

With an average of $ 1856.64 per campaign,

investments are highest in application promotion ads.

This is followed by Leads ($476.35) and Sales

($457.99) and well above Engagement campaigns,
where we see the smallest investments with an
average of $70.79 per campaign.

$1,856.64 average investment per App Promotion campaign

$476.35 average investment per Lead Generation campaign

$70.79 per Engagement campaign, the lowest average investment ratio

2024 Facebook Ads Study 9

What is the Cost per Click (CPC) of each

campaign per objective and country?
$0.38
The highest CPC occurs in App Promotion campaigns Great Britain has the highest
($0.32), followed closely by Lead Generation ($0.23). CPC per country.
The lowest CPC is found in Traffic campaigns with a
$0.04 average click per campaign.

Great Britain and Germany have the highest CPC

ratio, 0.38 and 0.35 respectively, and Italy with the
lowest at 0.09.

$0.32
App Promotion campaigns
have the highest CPC.
2024 Facebook Ads Study 10

AVERAGE CPC PER COUNTRY

2023 vs 2024
2024 Facebook Ads Study 11

Analysis of Facebook
MOST-USED CAMPAIGN OBJECTIVES
2023 VS 2024

Advertising Data
We analyzed the obtained data in detail during the
analysis of the sample.

Most used campaigns

These are the most-used Facebook Ads campaigns
in order of objective out of the 211,929 total
campaigns analyzed:
2024 Facebook Ads Study 12

Budget invested per campaign

What is the type of campaign that brands and social

media managers spend the most budget on? The
answer is:

BUDGET PER FACEBOOK ADS CAMPAIGN

OBJECTIVE 2023 VS 2024
2024 Facebook Ads Study 13

Leads: $9,636,995.58
$9,636,995.58
is the total investment that brands and
Sales: $7,148,338.52
social media managers spent on Lead
Generation campaigns.
Traffic: $6,982,708.61

Engagement: $6,359,522.66

Brand Awareness: $3,515,018.38

App Promotion: $505,005.6

Of the total budget invested, Leads, Sales, and

Traffic campaigns are those with the highest
investments

What conclusions can we make from this?

Objectives of attracting new users, selling,
and generating traffic are more important than
connecting with the audience.
2024 Facebook Ads Study 14

Highest average investment per

campaign type
Which campaign types see the highest average investment?
In this section, we will analyze the average investments per
campaign, from highest to lowest:

App Promotion: $1,857.64

Leads: $476.35

Sales: $457.99

Brand Awareness: $209.5

Traffic: $101.14

Engagement: $70.79

Why is the campaign with the highest average investment also the one
with the lowest total budget?

The average investment in App Promotion spikes because, although

there are fewer campaigns, more is invested per single campaign.
2024 Facebook Ads Study 15

Which campaign types work

best in terms of Impressions?
The total impressions amounted to 30,328,403.637, however, how is
this number distributed per campaign?

Brand Awareness: 37.7 %

Traffic: 24.6%

Engagement: 18.6%

Leads: 9.5%

Sales: 8.7%

App Promotion: 0.9%

Brand Awareness campaigns lead this ranking by a mile, as this is the

campaign type that allows you to display your ad to the largest possible
number of members in your audience.

It also has a lower CPM in comparison to other campaigns, making it a

great investment for brands and social media managers.
2024 Facebook Ads Study 16

IMPRESSIONS PER CAMPAIGN OBJECTIVE

2024 Facebook Ads Study 17

¿Qué tipo de campaña

CLICS POR OBJETIVO DE CAMPAÑA

obtiene un mayor
porcentaje de clics?
Durante la muestra hemos contabilizado 452.001.463
clics totales en todas las campañas.

Ahora bien, ¿cómo se ha distribuido este total en cada

una de las campañas?
2024 Facebook Ads Study 18

Which campaign type has the highest and

lowest cost per click?
AVERAGE CPC PER CAMPAIGN OBJECTIVE
2023 VS 2024

Average CPC per campaign

The average Cost per Click (CPC) per campaign
is 0.075647 US$.

This information is interesting when considering

what ads will be most profitable for your brand.

App Promotion campaigns are those that have

the highest cost per click. If you don’t have a
large advertising budget, perhaps creating a
landing page and running a Traffic campaign
could be up your alley.
2024 Facebook Ads Study 19

Average CPC per country

If you work in different countries and languages,
seeing a global landscape of CPC per country
can help you understand the differences per
region and audience.

However, note that each market’s economy

differs, and for example, it may be more
expensive to obtain a customer in the United
States than in other countries.

It is best to optimize your campaigns based on

your customers, although this information is still
valuable for your ad strategy.
2024 Facebook Ads Study 20

GB: $0.38

DE: $0.35

US: $0.25

CA: $0.23

AU: $0.18

AE: $0.13

FR: $0.13

ES: $0.11

PT: $0.10

IT: $0.09

GR: $0.08

BR: $0.08

CR: $0.07

UY: $0.06

CL: $0.06
2024 Facebook Ads Study 21

DO: $0.06

PA: $0.06

PY: $0.05

EC: $0.05

ID: $0.05

HN: $0.05

GT: $0.04

MX: $0.04

PE: $0.04

CO: $0.04

SV: $0.04

ZA: $0.03

IN: $0.03

BO: $0.03

AR: $0.03

VE: $0.02
2024 Facebook Ads Study 22

AVERAGE CPM PER CAMPAIGN OBJECTIVE

2023 VS 2024

Average CPM per campaign

In this case, the average CPM of the analyzed
accounts is $1.12.

Keep in mind that the performance per campaign

is different, depending on the campaign type.
The goal of Facebook Ads is to show your ad to
as many people as possible.

Looking at the data obtained, lead campaigns

will be more expensive than if for example, you
create a traffic campaign in which users click to a
landing page and register. This is similar to what
we have commented before about CPC.
2024 Facebook Ads Study 23

Average CPM by country

The average CPM is $1.12. Notice how the top
countries are well above this average

Great Britain, the United States, and Germany

top the rankings of the three countries with
the highest CPM: $5.98, $5.33, and $4.29
respectively.
2024 Facebook Ads Study 24

GB: $5.98

DE: $5.33

US: $4.29

CA: $3.97

AU: $2.81

ES: $1.69

FR: $1.67

IT: $1.58

PT: $1.52

AE: $1.50

GR: $1.49

PE: $0.82

MX: $0.80

CL: $0.75

CR: $0.70
2024 Facebook Ads Study 25

GT: $0.69

ID: $0.68

EC: $0.67

PA: $0.67

DO: $0.67

BR: $0.66

CO: $0.64

ZA: $0.63

UY: $0.57

SV: $0.57

PY: $0.54

HN: $0.44

BO: $0.34

AR: $0.28

IN: $0.27

VE: $0.21
2024 Facebook Ads Study 26

Evolution of Facebook Ads

and Learnings
We are only a few months into 2024 but in these 60 days, we have
drawn key conclusions about how brands and social media managers
are using Facebook ads compared to 2023.

Engagement campaigns continue as the most-

used campaigns

Something that hasn’t changed in the year is that brands and social
media managers have a favorite type of campaign: interaction
campaigns. Engagement shows the commitment users have to a brand,
so it is an attractive metric for advertisers.

Compared to the previous year, its use has increased by 0.7%. Traffic
remains in second place, at 32.6%, with only a slight difference of 0.5%
compared to 2023.

Once again, the App Promotion campaigns come in last place with 0.1%.
Even its use has decreased compared to 2023, when it was only 0.2%
of the total.
2024 Facebook Ads Study 27

App Promotion maintains a high average spend per

campaign

App promotion campaigns lead the average spending per campaign

with $1,856.64 per campaign. Although, it has decreased compared to the
previous year falling by $41.31

Where we do find a difference is in Leads campaigns. While in 2023 they were

in third place with an average of $731.06, in 2024, they were invested in less
with an average of $476.35. However, they maintain second place only behind
Apps Promotion.

CPC, CPM, and impressions are declining

Both CPC and CPM have seen a decline compared to 2023. While last year’s
average CPC was $0.085, 2024 (so far) has seen a slight decrease to $0.075.

The same is the case for the average CPM per campaign, which has gone from
$1.25 to $1.12.

But the metric that has suffered the biggest drop has been average
impressions. From 206,546.29 impressions per campaign in 2023 to
143,106.43 in 2024, a difference of 63,439.86 impressions per campaign.
2024 Facebook Ads Study 28

TikTok Ads vs
What are the differences between TikTok Ads and Facebook Ads campaigns?

After conducting our 2024 TikTok Ads Study, we contrasted the most relevant data
Facebook Ads between the two advertising platforms.

Which social network sees more ad

investment?
Despite TikToks popularity, brands,
agencies, and social media managers invest
a larger budget in Facebook Ads than
in TikTok Ads, with a large discrepancy:
$34,192,542.04 in Facebook Ads to TikTok’s
$5,480,456.84.

It should be noted that the sample size for

our Facebook Ads study included more
campaigns, 211,929, than TikTok’s sample
of 5,037 campaigns. It should also be noted
that the length in which we conducted
this TikTok Ads study was longer than the
Facebook Ads study, 90 days compared to
60.
2024 Facebook Ads Study 29

Which campaign type is favored on Is the CPC more expensive in TikTok

each platform? Ads or Facebook Ads?

Here we can see one of the biggest differences due, We settle the debate on which platform has the
in part to the fact that the nature of TikTok content highest Cost per click (CPC).
is videos. In TikTok Ads, campaigns aimed to
maximize video views are favored, contributing to In the case of Facebook Ads, we recorded that
1,291 campaigns of the total. the average CPC per campaign is $0.075, while
in TikTok Ads, the data shows that it is more
On the other hand, in Facebook Ads, brands, expensive with an average of $0.22 per campaign.
agencies, and social media managers favor
engagement campaigns, with a total of 89,831 So, is the average CPC per campaign more expensive
campaigns carried out during the sample. in TikTok Ads? Yes, but you also have to take into
account the type of campaign you run, i.e. your target,
Interestingly, engagement campaigns on TikTok are and on which social network.
the second most used, for a total of 996 campaigns.
This shows that engagement is still a key objective in For example, the average CPC per App Promotion
advertising strategies. campaigns in Facebook Ads is $0.32, higher than the
average of $ 0.075.

On the other hand, in TikTok Ads, all campaigns are

above the average except for Web Conversions,
Product Sales and Traffic. Even, the average CPC
per campaign for Video Views has a big difference
compared to the general one: $6.08.
2024 Facebook Ads Study 30

So, is it better to run ads on TikTok or Meta? With the

data in hand, it’s up to you to choose which platform to
carry out your advertising strategy, always keeping your
target audience in mind.
2024 Facebook Ads Study 31

This brings us to the end of the Facebook Ads 2024 Study.

We have analyzed more than 200,000 ad accounts. Now it’s
up to you to apply these findings, align your strategy, and
measure your Facebook Ads campaigns in Metricool.

Sign up for free here

2024 Facebook Ads Study

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