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Facebook ad clickthrough rates by industry 2017

Chart of the Day: What clickthrough rate can new Facebook advertisers expect?

With declining reach in organic Facebook posts, we are seeing competition on Facebook hot up. Last September Sheryl Sandberg announced that Facebook had passed the 4 million advertiser milestone and that was only 6 months after the 3 million milestone was passed...

If you're thinking about investing in Facebook advertising you will want to model the return on marketing investment to make the business case. Knowing average clickthrough rates can help you make the case. Facebook's own Ad Manager will enable you to estimate reach, but what clickthrough rate can you expect on Facebook?

This new research from WordStream's Facebook advertising customers shows that across sectors clickthrough rates (CTRs) vary from around 0.5% through to 1.6%.

More advertisers naturally means more competition, so you will need to model the average Cost Per Click (CPC) too. These are also available in this research summary along with different conversion rates.

  • Source: Wordstream
  • Sample: 256 US-based WordStream client accounts in all verticals (representing $553,000 in aggregate Facebook spend) advertising on Facebook for conversion between November 2016 and January 2017.
  • Recommended resource:  Facebook advertising guide

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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