Facebook Advertising Statistics 2025: Boost Ad Results

Facebook continues to be a major player in digital marketing, offering advertisers access to billions of users worldwide and a sophisticated ad platform under the parent company Meta Platforms. For example, a global retailer uses Facebook ads to drive cross‑border e‑commerce sales, while a regional service provider leverages Facebook’s granular audience tools to target niche local segments. In this article, we unpack the most relevant statistics across ad revenue, users, and demographics, enabling marketers to make informed decisions. Dive into the full breakdown below.

Editor’s Choice

Here are seven key statistics that every marketer should keep in mind for Facebook advertising in 2025:

• $164.5 billion, global Facebook ad revenue in 2024.
• 3.07 billion, monthly active users (MAUs) on Facebook in 2025.
• 2.11 billion, daily active users (DAUs) on Facebook in 2025.
• 2.28 billion users reachable by Facebook ads globally in January 2025 (≈27.9% of the world population).
• 56.8% male / 43.2% female, gender breakdown of Facebook’s global audience in 2025.
• The largest age group is 25‑34 years (≈31.1%) among Facebook users.
• 20% year‑over‑year growth in advertising revenue (Q1 2025) for Meta’s ad business (ex‑FX).

Recent Developments

• In Q1 2025, Meta reported advertising revenue of about $41.39 billion, up 16% year-over-year.
• When excluding foreign‑exchange effects, ad revenue rose 20% in Q1 2025.
• Meta expects its full‑year 2025 revenue growth of 11‑18% on a constant‑currency basis.
• AI‑driven ad tools are becoming more central in Meta’s roadmap, including automated creative generation.
• Ad reach (potential global audience) on Facebook increased 4.3% in the 12 months leading to January 2025.
• There is a shift toward mobile‑first ad formats and short‑form video, per trend reports for 2025.
• A recent audit of Meta’s internal ad‑load data revealed that older users (45‑54) receive higher ad volumes, signalling advertiser interest in higher‑value cohorts.
• Privacy‑related changes and evolving audience targets are impacting platform performance and advertiser strategy.

Global Facebook Advertising Overview

• Facebook’s ad reach was about 2.28 billion users globally in January 2025, representing 27.9% of the world’s population.
• Worldwide monthly active users (MAUs) stood at 3.07 billion in 2025.
• Daily active users (DAUs) were 2.11 billion, representing 68.7% of MAUs.
• In 2024, Facebook’s ad revenue across regions: 43.7% from North America.
• India held the largest country‑level user base with 581.6 million users in 2025.
• The U.S. advertising reach was 279.8 million users in 2025.
• The growth in audience reach (93.3 million new users) was higher than some peer platforms between Jan 2024–Jan 2025.
• Facebook ads marked access to roughly 39.4% of adults aged 18+ globally in early 2025.

Facebook Advertising Revenue Growth: 2017–2026

• Strong long-term growth: Facebook’s ad revenue increased from $39.94B in 2017 to $114.93B in 2021, nearly tripling in just four years.
• Consistent year-over-year expansion: Revenue rose every year between 2017 and 2021, reflecting Facebook’s dominance in digital advertising.
• Major pandemic-era boost: Ad revenue jumped from $84.17B in 2020 to $114.93B in 2021, marking one of the largest single-year increases.
• Forecasted upward trajectory: Revenue is projected to reach $135.94B in 2022 and grow steadily to $202.94B by 2026.
• Crossing the $200B milestone: Facebook is expected to surpass $200B in ad revenue in 2026, highlighting its continued market leadership.
• Doubling within five years: From 2021 to 2026, ad revenue is forecast to grow by nearly $88B, almost doubling in size.
• Advertising as the core business: The data underscores that advertising remains Meta’s primary revenue driver.
• Long-term advertiser confidence: Sustained growth projections indicate strong advertiser demand and continued platform relevance.
• Industry impact: Facebook’s revenue growth mirrors the broader expansion of global digital advertising spend.

Monthly Active Users & Audience Reach

• By 2025, Facebook’s MAUs reached 3.065–3.07 billion globally.
• DAUs approximate 2.11 billion worldwide.
• Facebook ad reach jumped 4.3% year‑over‑year through January 2025.
• Facebook ads reached 39.4% of all adults aged 18+ globally in Jan 2025.
• The “eligible adoption rate” (age 13+) excluding China was 43.7% in Jan 2025.
• The largest national user community was India (581.6 million users) in early 2025.
• The U.S. user base stood at 279.8 million users in 2025.
• Among social platforms, Facebook holds a 59.4% share of the total social‑media user population (5.17 billion) as of 2025.

Facebook Ad Demographics

• Global gender split of Facebook’s ad audience: 56.8% male, 43.2% female in 2025.
• Age distribution of ad audience (January 2025):
  • 18‑24: female 9.1%, male 12.7%.
  • 25‑34: female 12.7%, male 18.5%.
  • 35‑44: female 8.7%, male 11.7%.
  • 45‑54: female 5.7%, male 6.6%.
  • 55‑64: female 3.9%, male 4.0%.
  • 65+: female 3.4%, male 3.0%.
• The largest age group on Facebook is 25‑34 years, accounting for 31.1% of users.
• In the U.S., 24.2% of Facebook users fall into the 25‑34 age range.
• Teen (13‑17) usage is progressively declining and less dominant in the ad audience.
• Older audiences (Gen X/Boomers) are increasingly valuable due to higher purchasing power and ad‑load focus.
• In the U.S., penetration of Facebook ads reaches 62.2% of the population aged 13+.

Engagement Rates

• The average engagement rate on Facebook for all industries in early 2025 was 1.3%, down slightly from previous years.
• For the consumer goods & retail sector, Facebook engagement sat around 1.0% in Q4 2024–Q1 2025.
• In the financial services sector, engagement averaged 1.8% during the same period.
• Public‑engagement rate models on Facebook show much lower figures (often < 0.2%), indicating that full interaction data may paint a higher picture.
• Engagement on Facebook grew 9% year‑over‑year in 2025.
• For medium‑sized Facebook accounts (2,000–10,000 followers), the average Reels engagement rate was 1.76% in 2025.
• Facebook’s engagement remains “steady” at 5.07%, though this figure may vary by measurement model.
• A cross‑platform report found Facebook’s engagement dropped 36% when compared to a prior year.
• For nonprofit sectors on Facebook, the average engagement rate was 1.8% in Q4 2024–Q1 2025.

Click‑Through Rates (CTR)

• For traffic‑objective campaigns on Facebook in 2025, the average CTR across all industries was 1.71%, up from 1.57% in the prior year.
• For lead‑generation campaigns (all industries), the average CTR in 2025 was 2.59%, roughly flat compared to the prior year (2.58%).
• Average CTR increased from 1.51% in 2024 to 1.80% in 2025 for some sectors.
• In a dataset across >11,000 ad accounts, CTR increased 32.04% when comparing two consecutive monthly periods in late 2024.
• E‑commerce benchmarks: fashion averaged 2.64%, electronics 1.91%.
• Instream video placement CTR on Facebook was 0.33%.
• Facebook ad impressions rose dramatically (+58%) in late 2024, while CTR increased by +11.6%.
• Many industries’ average CTRs are near or just under 1%.

Facebook Ad Conversion Rates

• The average conversion rate (CVR) for Facebook ads across all industries in 2025 was 8.95%.
• For lead‑generation campaigns, average CVR was 7.72% in 2025, down from 8.67% in 2024.
• Arts & Entertainment CVR: 9.34%.
• Real Estate CVR: 9.53%.
• CVRs above 10% are considered strong.
• E‑commerce conversion rate jumped 32.04% compared to recent monthly periods.
• The technology and travel sectors tend to have lower conversion rates.
• Older benchmarks (e.g., 2017) cited a 9.21% average conversion rate.
• Conversion campaigns see better CVRs than campaigns focused on clicks or reach.

Cost Per Click (CPC) Benchmarks

• Average CPC for traffic campaigns in 2025 was about $0.70, down from $0.77.
• B2B SaaS median CPC: $1.29 in April 2025.
• Global CPCs fell 19.2% from $1.18 to $0.95 across certain segments.
• CPCs are highest in the U.S. market.
• India CPC averages $0.20, 83% below the global baseline.
• Older benchmark CPC: $1.72 across industries.
• Fashion/apparel CPC: $0.45.
• Auto sector CPC: $2.24.

Cost Per Thousand Impressions (CPM) Benchmarks

• CPMs in 2025 ranged from $5 to $18.
• B2B SaaS median CPM: $10.23 in April 2025.
• CPM rose +28.44% in Nov vs Oct 2024.
• CPMs < $5 in low-cost regions; > $18 in competitive sectors.
• 2024 U.S. average CPM: $8.70.
• Mobile placements often have lower CPMs.
• Saturation and competition are raising CPMs over time.
• $10 CPM is a useful brand awareness benchmark.

Cost Per Action (CPA) by Industry

• Average CPA in 2025: $18.68.
• Cost per lead (CPL) for lead campaigns: $27.66.
• Apparel CPA: $10.98.
• Auto CPA: $43.84.
• Technology CPA: $55.21.
• E‑commerce CPAs dropped slightly month‑to‑month.
• CPA dropped 3.63% monthly in some segments.
• Finance and insurance CPAs stay above $25–30.
• Low‑cost regions see lower CPAs.

Facebook Ad Formats Performance (Image, Video, Carousel, Stories, Reels)

• Median conversion rates of 8–10% and CTRs of 1.3–1.5%.
• Video ads account for 37.5% of total ad spend in 2025.
• Carousel ads generate 1.6× more clicks than single‑image ads.
• Collection ads have an average conversion rate of 11.2%.
• Story ads represent 21.8% of ad inventory, with a 41% completion rate.
• Playable ads in the gaming sector show a 9.8% install rate.
• Poll ads yield 2.9× more interactions.
• Reels ad impressions increased 29% YoY.
• Format choice impacts campaign performance.

Mobile vs Desktop Ad Performance

• Mobile accounts for 94.1% of all Facebook ad impressions in 2025.
• Mobile ads deliver 62% more engagement than desktop.
• Mobile conversion rate: 9.3% vs desktop 6.7%.
• Mobile ad impressions grew 19% YoY.
• Mobile CPC: $0.96; desktop CPC: $1.21.
• 98.5% of Facebook users access via mobile.
• Mobile placements outperform desktop by 45%.
• Vertical video formats perform better on mobile.

Top Industries Spending on Facebook Ads

• E‑commerce and retail lead Facebook ad spend.
• 67% of industries saw stable or decreased CPCs for lead campaigns.
• Retail & e‑commerce conversion rates: 10.2%.
• Legal, finance, and tech sectors see higher CPAs.
• Local service businesses rely heavily on Facebook.
• Emerging markets increase spending faster than mature ones.
• Education and real estate use lead-gen formats effectively.
• Healthcare and fitness outperform average CVRs.

Facebook Ad Placements & Reach Efficiency

• Facebook offers 19 distinct ad placements in 2025.
• Facebook ads reach 2,417 users per $10 spent, up 5% YoY.
• Feed ads show a 152% lift in click‑through rate.
• Automatic Placements improve reach and reduce costs.
• Reels ad impressions grew 29% YoY.
• Story placements have a 41% completion rate.
• Hybrid strategies yield better efficiency.
• Format‑placement matching is crucial.

Retargeting & Lookalike Audience Effectiveness

• Retargeting increases conversions by 150%.
• 92% of marketers say retargeting outperforms other strategies.
• 70% of consumers are more likely to convert after retargeting.
• Facebook and Google hold 80% of global retargeting spend.
• 1% and 5% lookalike audiences show strong results.
• Lookalike strategy 2.0 is now the norm.
• Cap frequency to 2–3 impressions/user/week for lookalikes.
• Retargeting CTRs (0.7%) are nearly 10× standard display.

Facebook Ad ROI Benchmarks

• Facebook ads average 5.3× ROAS across e‑commerce in 2025.
• Good performance benchmarks: 4‑5× ROAS, >6× is excellent.
• Average conversion rate: 8.95%.
• Creative drives 56% of ROI per Nielsen.
• Budget efficiency improved 5% YoY.
• CPC dropped 19.2% from Oct 2024 to Sep 2025.
• Advantage+ placements improve cost efficiency.
• Creative format diversity boosts ROAS.

Privacy Changes & Facebook Ad Performance

• Privacy regulations make attribution harder.
• Regional gaps in ad performance are increasing.
• Meta uses AI to mitigate privacy limitations.
• Some audiences now cost more due to weaker targeting.
• Server‑to‑server conversion APIs are widely adopted.
• ROAS remains strong despite attribution limitations.
• Benchmarking has become less frequent.
• Privacy literacy is now essential for U.S. marketers.

Frequently Asked Questions (FAQs)

Conclusion

As we move through, Facebook advertising remains a potent tool for marketers, but the old playbook no longer suffices. Key shifts show up in ad formats, mobile dominance, placement strategy, and advanced audience approaches like retargeting and lookalikes. At the same time, privacy and attribution changes are forcing smarter measurement and optimisation. For U.S. advertisers seeking tangible results, targeting 4–6× ROAS, conversion rates of 8–9% and efficient cost structures should be realistic goals when best practices are applied.