How much do Facebook ads cost in 2026?

The average CPC for Facebook ads is $0.97, with an average CPM of $7.19. However, costs vary significantly by industry, audience, and ad placement. E-commerce and retail typically see lower CPCs, while B2B and finance have higher costs.

What is a good ROAS for Facebook ads?

The average ROAS for Facebook ads is around 2.0x. A good ROAS depends on your margins, but most e-commerce businesses target 3x or higher. With Facebook's broad targeting and dynamic creative tools, well-optimized campaigns can achieve 4-5x ROAS.

How does iOS 14.5 affect Facebook ad tracking?

iOS 14.5's App Tracking Transparency limits Facebook's ability to track conversions from iOS users. This can underreport your ROAS by 20-30%. Use Facebook's Conversions API (CAPI) alongside the pixel for more accurate tracking, and consider using Facebook's aggregated event measurement.

What is Facebook's attribution window?

Facebook's default attribution window is 7-day click and 1-day view. This means conversions are attributed to your ad if they happen within 7 days of clicking or 1 day of viewing. You can customize this in your Facebook Ads Manager settings.

How can I improve my Facebook ads ROAS?

Key strategies include: using lookalike audiences based on your best customers, testing multiple creative variations (especially UGC-style videos), optimizing for value rather than just conversions, using broad targeting with creative differentiation, and implementing server-side tracking for accurate measurement.

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Facebook Ads Optimization Tips

Use UGC-style video creatives — they consistently outperform polished brand content on Facebook with 30-50% lower CPA

Implement Facebook Conversions API (CAPI) alongside the pixel to recover 15-25% of lost conversions from iOS tracking changes

Test Advantage+ Shopping Campaigns for e-commerce — Facebook's AI optimization often outperforms manual campaign structures

Use broad targeting and let Facebook's algorithm find your audience — over-targeting is the #1 mistake on Facebook Ads in 2026

Refresh your ad creative every 2-3 weeks to combat ad fatigue and maintain consistent ROAS

Ad Platform Benchmarks (2025-2026)

Based on 2025-2026 industry reports from WebFX, Triple Whale, and TrendTrack. Benchmarks in USD.

Platform CPC, CPM, CTR & ROAS Benchmarks

Platform	CPC	CPM	CTR	CVR	Avg. ROAS
Facebook Ads	$0.97	$7.19	0.9%	9.21%	2x
TikTok Ads	$1.00	$10.00	0.84%	1.1%	2.5x
Instagram Ads	$1.15	$7.91	0.58%	1.08%	1.8x
Google Ads	$2.69	$38.40	3.17%	3.75%	2x
LinkedIn Ads	$5.26	$33.80	0.65%	2.35%	1.5x
YouTube Ads	$0.02 (CPV)	$9.68	0.65%	1.4%	2.2x

Average ROAS by Industry

Industry	Avg. ROAS
E-commerce	2.5x
Retail	2.2x
DTC Brands	2.8x
B2B / SaaS	1.5x
Services	1.8x
Education	2x
Travel & Hospitality	2.3x

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