--- title: "Facebook Advertising Statistics 2026: Revenue, Reach and Ad Costs" date: 2025-12-24 author: "Supriya Gharat" featured_image: "https://xtendedview.com/wp-content/uploads/2026/10/facebook-advertising-statistics-revenue-reach-ad-costs.jpg" categories: - name: "Internet" url: "/category/internet.md" tags: - name: "Statistics" url: "/tag/statistics.md" --- # Facebook Advertising Statistics 2026: Revenue, Reach and Ad Costs Meta’s advertising revenue reached **$59,363 million** in the second quarter of 2026, up from **$46,563 million** a year earlier. That was an increase of **27%**, according to [Meta’s Q2 2026 results](https://investor.atmeta.com/investor-news/press-release-details/2026/Meta-Reports-Second-Quarter-2026-Results/). Facebook advertising statistics from that quarter show growth on two fronts: ad impressions delivered across Meta’s Family of Apps increased by **14%** and the average price per ad increased by **12%**. Meta does not report Facebook as a separate revenue line. Its Q2 2026 earnings call still gave Facebook-only numbers: ranking model upgrades generated an **8.3%** increase in ad clicks and a **15.7%** uplift in conversions on Facebook. On the audience side, **71%** of US adults [report using Facebook](/facebook-statistics/), according to a Pew Research Center survey. The sections below cover revenue, reach, demographics and what Facebook ads cost by industry. ## Key Takeaways - Ad impressions rose **14%** and the average price per ad rose **12%** in Q2 2026, while Q1 2026 showed impressions up **19%** and price up **12%**. - Meta said ranking model gains drove an **8.3%** increase in ad clicks and a **15.7%** uplift in conversions on Facebook in Q2 2026. - Revenue by user geography grew **32%** in the United States and Canada and **19%** in Asia-Pacific in the second quarter of 2026. - Southern Asia held **520 million** Facebook ad audience members, or **22.8%** of the global total, in January 2025. - **71%** of US adults report using Facebook, second only to YouTube at **84%**, in Pew’s 2025 survey. - The average Facebook cost per click for traffic campaigns across all industries is **$0.60**, down from **$0.70**, per LocaliQ’s 2026 benchmarks. ## Editor’s Choice - Meta advertising revenue in 2025: **$196,175 million**, up from **$160,633 million** in 2024. - Family daily active people: **3.60 billion** on average for June 2026. - Facebook daily actives: more than **2 billion**, per Meta’s Q2 2026 call. - Advantage+ annual revenue run-rate: over **$75 billion** in Q2 2026. - Facebook ad reach: **2.28 billion** users in January 2025. - Scam ads removed by Meta: over **159 million** in 2025. ## Facebook Advertising Statistics: Meta Ad Revenue Only company, regulator and original research data qualified. Figures are reviewed on a rolling basis and updated when sources publish new editions. - [Meta generates substantially all of its revenue](/meta-statistics/) from advertising, shown on Facebook, Instagram, Messenger and third-party mobile applications. - Advertising revenue was **$196,175 million** in 2025, against **$160,633 million** in 2024, growth of **22.1%**. - Advertising revenue was **$131,948 million** in 2023. - First-half 2026 advertising revenue was **$114,387 million**, compared with **$87,955 million** in the first six months of 2025. - Excluding the foreign exchange effect, Q2 2026 advertising revenue grew **26%** year over year. - Advertising made up **97.6%** of Meta’s Q2 2026 revenue of **$60,801 million**. - [Social media ad revenues](/social-media-advertising-statistics/) reached **$117.7 billion** in 2025, up **32.6%**, according to the IAB report conducted by PwC. | Year | Advertising Revenue ($ millions) | Total Revenue ($ millions) | |---|---|---| | 2023 | 131,948 | 134,902 | | 2024 | 160,633 | 164,501 | | 2025 | 196,175 | 200,966 | *Source: Meta Platforms earnings releases, Q4 2024 and Q4 2025* ### About This Data Figures below come from 16 sources. They include 8 Meta company filings, earnings releases and call transcripts, 3 Meta newsroom posts, 1 European Commission decision and 4 research and industry reports. Sources were published between January 2025 and October 2026. ## Meta Ad Revenue by Quarter - Q2 2026 advertising revenue was **$59,363 million**, up from **$46,563 million** in Q2 2025. - Q4 2025 advertising revenue was **$58,137 million**, up from **$46,783 million** in Q4 2024. - Q1 2026 advertising revenue was **$55,024 million**, against **$41,392 million** a year earlier, based on Meta’s first-half and second-quarter totals. - Q2 2024 advertising revenue was **$38,329 million**, so the quarterly figure rose **54.9%** in two years. - Fourth quarters run high and first quarters dip, so compare each quarter with the same quarter a year earlier. ADVERTISING REVENUE · Source: Meta Platforms quarterly earnings releases, Q2 2025 to Q2 2026 ADVERTISING REVENUE Meta Platforms · Q2 2025 Meta Advertising Revenue by Quarter ($ millions) 60K 48K 36K 24K 12K 0 Q2 2024 Q3 2024 Q4 2024 Q1 2025 Q2 2025 Q3 2025 Q4 2025 Q1 2026 Q2 2026 SOURCE Meta Platforms quarterly earnings releases, Q2 2025 to Q2 2026 View the data| Quarter | Advertising Revenue ($ millions) | |---|---| | Q2 2024 | 38,329 | | Q3 2024 | 39,885 | | Q4 2024 | 46,783 | | Q1 2025 | 41,392 | | Q2 2025 | 46,563 | | Q3 2025 | 50,082 | | Q4 2025 | 58,137 | | Q1 2026 | 55,024 | | Q2 2026 | 59,363 | ## Recent Developments - **October 13, 2026:** Meta removed more than **3.7 million** accounts, pages and groups based in West Africa from Facebook and Instagram during a joint operation with law enforcement. - **September 29, 2026:** Meta announced Muse for Small Business, and Muse can connect Facebook Pages and Meta ad accounts in a few clicks. - **July 29, 2026:** Meta reported Q2 2026 revenue of **$60.80 billion**, an increase of **28%** year over year. - **July 29, 2026:** On its earnings call, Meta said it completed its global ads expansion on Threads in Q2 and is on track for a global rollout of [ads in WhatsApp Status](/whatsapp-statistics/). - **Q2 2026:** Advantage+ end-to-end solutions reached over **$75 billion** in annual revenue run-rate. ## Meta Ad Impressions and Average Price per Ad - Meta calculates average price per ad as total advertising revenue divided by the number of ads delivered. - Ad impressions grew **19%** in Q1 2026, with average price per ad up **12%**. - In Q4 2025, impressions rose **18%** while price per ad rose **6%**. - For full year 2025, impressions increased **12%** and average price per ad increased **9%**. - For full year 2024, impressions increased **11%** and average price per ad increased **10%**. Ad Impressions vs Average Price per Ad · Source: Meta Platforms quarterly earnings releases, Q2 2025 to Q2 2026 Meta Platforms · Q2 2025 Meta Ad Impressions vs Price per Ad Growth (%) Ad Impressions vs Average Price per Ad 20 16 12 8 4 0 Ad Impressions Growth (%) 14 Average Price per Ad Growth (%) 12 Q2 2025 Q3 2025 Q4 2025 Q1 2026 Q2 2026 SOURCE Meta Platforms quarterly earnings releases, Q2 2025 to Q2 2026 View the data| Quarter | Ad Impressions Growth (%) | Average Price per Ad Growth (%) | |---|---|---| | Q2 2025 | 11 | 9 | | Q3 2025 | 14 | 10 | | Q4 2025 | 18 | 6 | | Q1 2026 | 19 | 12 | | Q2 2026 | 14 | 12 | > **By the numbers:** Meta’s releases show ad volume and ad price rising together in each quarter charted. Impressions grew **19%** in Q1 2026, while price per ad growth was **6%** in Q4 2025 and **12%** in Q2 2026, so advertisers paid more per ad even as Meta showed more ads. ## Meta Revenue by Region - Customers in the United States and Canada accounted for **$23,863 million** of Q2 2026 revenue, up from **$18,454 million**, according to Meta’s [quarterly Form 10-Q](https://www.sec.gov/Archives/edgar/data/0001326801/000162828026050705/meta-20260630.htm). - That is **39.2%** of Meta’s Q2 2026 total revenue. - By user geography, revenue increased **36%** in Rest of World and **24%** in Europe in Q2 2026. - Worldwide average revenue per person was **$16.86** in Q2 2026, an increase of **24%**. - Meta’s Europe region includes Russia and Turkey, and Rest of World includes Africa, Latin America and the Middle East. Q2 2025 vs Q2 2026 · Source: Meta Platforms Form 10-Q, quarter ended June 30, 2026 Meta Platforms · 2026 Meta Revenue by Customer Region, Q2 ($ millions) Q2 2025 vs Q2 2026 Q2 2025 Q2 2026 24K 18K 12K 6K 0 18,454 23,863 11,128 14,009 12,858 16,073 5,076 6,856 United States and Canada Europe Asia-Pacific Rest of World Q2 2025 · 18,454 Q2 2026 · 23,863 Q2 2025 · 11,128 Q2 2026 · 14,009 Q2 2025 · 12,858 Q2 2026 · 16,073 Q2 2025 · 5,076 Q2 2026 · 6,856 SOURCE Meta Platforms Form 10-Q, quarter ended June 30, 2026 View the data| Region | Q2 2025 | Q2 2026 | |---|---|---| | United States and Canada | 18,454 | 23,863 | | Europe | 11,128 | 14,009 | | Asia-Pacific | 12,858 | 16,073 | | Rest of World | 5,076 | 6,856 | ## Facebook Daily Active Users and Engagement Statistics - Facebook has more than **2 billion** daily actives, and Instagram reached **2 billion** daily actives, according to Meta’s Q2 2026 call. - Threads crossed **500 million** monthly actives in the same quarter. - [Facebook video time spent](/facebook-videos-statistics/) increased **9%** globally year over year and over **10%** within the United States and Canada. - Family daily active people averaged **3.60 billion** in June 2026, up **3%**. - March 2026 daily active people of **3.56 billion** dipped from the prior quarter, which Meta tied to internet disruptions in Iran and a WhatsApp restriction in Russia. | Month | Family Daily Active People (billions) | |---|---| | December 2024 | 3.35 | | June 2025 | 3.48 | | September 2025 | 3.54 | | December 2025 | 3.58 | | March 2026 | 3.56 | | June 2026 | 3.60 | *Source: Meta Platforms quarterly earnings releases, Q4 2024 to Q2 2026* ## Facebook Ad Reach by Region - Facebook ads reached **2.28 billion** users in January 2025, up **93.3 million** (**4.3%**) from January 2024, in Kepios analysis for DataReportal. - That ad reach equaled **27.9%** of all the people on Earth. - Southern Asia accounted for **520 million** users, or **22.8%** of the global total. - South-Eastern Asia accounted for **398 million** users, or **17.4%** of the global total. - Southern and South-Eastern Asia together held **40.2%** of Facebook’s ad audience. - Northern America accounted for **221 million** users, **9.7%** of the global total. - These January 2025 figures are more than 12 months old, and ad reach figures are not a direct proxy for Facebook’s overall user base. FACEBOOK AD AUDIENCE · Source: DataReportal (Kepios analysis of Meta advertising tools), January 2025 FACEBOOK AD AUDIENCE DataReportal · 2025 Facebook Ad Audience by Region, Jan 2025 (millions) Southern Asia 520 South-Eastern Asia 398 Southern America 257 Northern America 221 Central America 120 Western Asia 115 Northern Africa 110 Western Europe 77.0 0 120 240 360 480 600 SOURCE DataReportal (Kepios analysis of Meta advertising tools), January 2025 View the data| Region | Facebook Ad Audience (millions) | |---|---| | Southern Asia | 520 | | South-Eastern Asia | 398 | | Southern America | 257 | | Northern America | 221 | | Central America | 120 | | Western Asia | 115 | | Northern Africa | 110 | | Western Europe | 77.0 | ## Facebook Ad Audience Demographics - **56.7%** of Facebook’s audience was male and **43.3%** was female in January 2025. - Male users aged 25 to 34 made up **18.5%** of Facebook’s global ad audience aged 18 and above. - Female users aged 25 to 34 accounted for **12.7%**, the same share as men aged 18 to 24. - Women aged 65 and above made up **3.4%** of the 18-and-over ad audience, and men in that age group **3.0%**. Female vs Male · Source: DataReportal (Kepios analysis of Meta advertising tools), January 2025 DataReportal · 2025 Facebook Ad Audience by Age and Gender, 2025 (%) Female vs Male Female (%) Male (%) 20 16 12 8 4 0 9.1% 12.7% 18.5% 8.7% 11.7% 5.7% 6.6% 3.9% 4% 3.4% 3% 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and above Female (%) · 9.1% Male (%) · 12.7% Female (%) · 12.7% Male (%) · 18.5% Female (%) · 8.7% Male (%) · 11.7% Female (%) · 5.7% Male (%) · 6.6% Female (%) · 3.9% Male (%) · 4% Female (%) · 3.4% Male (%) · 3% SOURCE DataReportal (Kepios analysis of Meta advertising tools), January 2025 View the data| Age Group | Female (%) | Male (%) | |---|---|---| | 18 to 24 | 9.1 | 12.7 | | 25 to 34 | 12.7 | 18.5 | | 35 to 44 | 8.7 | 11.7 | | 45 to 54 | 5.7 | 6.6 | | 55 to 64 | 3.9 | 4.0 | | 65 and above | 3.4 | 3.0 | ## Facebook Use Among US Adults - Facebook is used by a majority in every age group, and **80%** of 30- to 49-year-olds use it. - **37%** of US adults visit Facebook several times a day, compared with **33%** for YouTube. - **58%** of 30- to 49-year-olds and **54%** of 50- to 64-year-olds go on Facebook daily. - Pew surveyed **5,022** US adults from Feb. 5 to June 18, 2025 for the platform-use figures; for the daily-visit figures, Pew says the questions “were asked in a separate survey of 5,123 US adults conducted from Feb. 24 to March 2, 2025”. SHARE OF US ADULTS · Source: Pew Research Center, Americans’ Social Media Use 2025 SHARE OF US ADULTS Pew Research Center · 2025 US Adults Using Each Platform, 2025 (%) YouTube 84% Facebook 71% Instagram 50% TikTok 37% WhatsApp 32% 0 20 40 60 80 100 SOURCE Pew Research Center, Americans’ Social Media Use 2025 View the data| Platform | Share of US Adults (%) | |---|---| | YouTube | 84 | | Facebook | 71 | | Instagram | 50 | | TikTok | 37 | | WhatsApp | 32 | ## Facebook Ads CTR and CPC Benchmarks - The average click-through rate for Facebook traffic campaigns across all industries is **1.93%**, up from **1.71%**. - Beauty and Personal Care posted a **2.73%** traffic CTR, against **1.46%** for Finance and Insurance. - Finance and Insurance had a traffic CPC of **$0.86**, against **$0.34** for Arts and Entertainment. - Lead campaigns averaged a **2.70%** CTR and a **$1.80** CPC across all industries. AVERAGE CPC · Source: LocaliQ, Facebook Advertising Benchmarks for 2026 AVERAGE CPC LocaliQ · 2026 Facebook Traffic Ad CPC by Industry, 2026 ($) Finance and Insurance $0.86 Automotive Repair, Service and Parts $0.74 Apparel, Fashion and Jewelry $0.71 Business Services $0.70 Real Estate $0.55 Restaurants and Food $0.45 Travel $0.42 Arts and Entertainment $0.34 0 0.2 0.4 0.6 0.8 1 SOURCE LocaliQ, Facebook Advertising Benchmarks for 2026 View the data| Industry | Average CPC ($) | |---|---| | Finance and Insurance | 0.86 | | Automotive Repair, Service and Parts | 0.74 | | Apparel, Fashion and Jewelry | 0.71 | | Business Services | 0.70 | | Real Estate | 0.55 | | Restaurants and Food | 0.45 | | Travel | 0.42 | | Arts and Entertainment | 0.34 | ### How good is Facebook advertising? LocaliQ puts the average traffic campaign CTR at **1.93%** and the average CPC at **$0.60**, and lead campaigns convert **8.54%** of clicks into leads on average. Results vary widely by industry, so compare against your own category. ### What KPIs matter in Meta ads? LocaliQ benchmarks four KPIs: click-through rate, cost per click, conversion rate and cost per lead. CTR measures how often users click an ad, CPC divides total spend by total clicks, conversion rate divides leads by clicks, and cost per lead divides total spend by conversions. Pick the KPI that matches the campaign objective. ## Facebook Lead Ads Conversion Rate and Cost per Lead - The average conversion rate for Facebook lead campaigns is **8.54%**, up from **7.72%**. - The average cost per lead is **$27.39**, slightly down from **$27.66**. - Dentists and Dental Services paid **$61.56** per lead, while Career and Employment paid **$12.30**. - The average lead campaign CPC of **$1.80** is a **6.25%** decrease from **$1.92**. AVERAGE COST PER LEAD · Source: LocaliQ, Facebook Advertising Benchmarks for 2026 AVERAGE COST PER LEAD LocaliQ · 2026 Facebook Lead Ad Cost per Lead by Industry ($) Dentists and Dental Services $61.56 Beauty and Personal Care $50.91 Home and Home Improvement $42.95 Furniture $39.25 Health and Fitness $27.11 Education and Instruction $26.31 Sports and Recreation $15.49 Real Estate $13.74 0 14 28 42 56 70 SOURCE LocaliQ, Facebook Advertising Benchmarks for 2026 View the data| Industry | Average Cost per Lead ($) | |---|---| | Dentists and Dental Services | 61.56 | | Beauty and Personal Care | 50.91 | | Home and Home Improvement | 42.95 | | Furniture | 39.25 | | Health and Fitness | 27.11 | | Education and Instruction | 26.31 | | Sports and Recreation | 15.49 | | Real Estate | 13.74 | Conversion rates vary widely by industry: Education and Instruction converted **15.87%** of clicks and Arts and Entertainment **15.31%**, against **6.07%** for Dentists and Dental Services. | Industry | Lead CTR (%) | Lead CPC ($) | Conversion Rate (%) | |---|---|---|---| | Arts and Entertainment | 3.34 | 0.88 | 15.31 | | Career and Employment | 3.52 | 0.73 | 5.38 | | Dentists and Dental Services | 1.62 | 5.70 | 6.07 | | Education and Instruction | 1.74 | 1.72 | 15.87 | | Health and Fitness | 3.09 | 1.84 | 7.98 | | Real Estate | 4.17 | 1.27 | 9.95 | | All industries | 2.70 | 1.80 | 8.54 | *Source: LocaliQ, Facebook Advertising Benchmarks for 2026* ## AI Ad Tools and Advantage+ Statistics - Over **9 million** small businesses use at least one AI creative tool, Meta said on its Q2 2026 call. - Image generation adoption more than doubled in the quarter. - Early LLM pilots drove a **1%** increase in app event conversions on Instagram. - An Indian apparel brand, Underneat, saw a **13%** incremental lift in purchases and a **16%** increase in add-to-cart conversions after adopting Advantage+ sales campaigns. | Metric | Figure | |---|---| | Advantage+ annual revenue run-rate | over $75 billion | | Small businesses using an AI creative tool | over 9 million | | Increase in ad clicks on Facebook | 8.3% | | Uplift in conversions on Facebook | 15.7% | | App event conversion lift on Instagram | 1% | *Source: Meta Platforms Q2 2026 earnings call transcript* > **Why it matters:** Meta told analysts that Advantage+ end-to-end solutions reached over **$75 billion** in annual revenue run-rate and that ranking model upgrades produced a **15.7%** uplift in conversions on Facebook. For advertisers, more of the targeting and creative work now runs inside Meta’s automated systems instead of manual campaign setup. ## Facebook Ad Safety, Scam and Regulation Statistics - Meta removed over **159 million** scam ads last year, **92%** of which it took down before anyone reported them, it said in March 2026. - Meta aims for verified advertisers to drive **90%** of its ads revenue by the end of 2026, up from **70%**. - In the West Africa operation, law enforcement confirmed **28** arrests and the rescue of **117** victims. - The [European Commission fined Meta](https://ec.europa.eu/commission/presscorner/detail/en/ip_25_1085) **€200 million** under the Digital Markets Act over its consent-or-pay advertising model. | Measure | Figure | |---|---| | Scam ads removed in one year | over 159 million | | Share removed before any user report | 92% | | Scam-center accounts removed | 10.9 million | | Verified advertisers’ share of ad revenue, current | 70% | | Verified advertisers’ share of ad revenue, target | 90% | | West Africa accounts, pages and groups removed | more than 3.7 million | | EU Digital Markets Act fine | €200 million | *Source: Meta newsroom, March and October 2026; European Commission* > **Worth noting:** The European Commission found that Meta’s consent-or-pay model, introduced in November 2023, gave EU users of Facebook and Instagram a choice between personalised advertising and a monthly subscription for an ad-free service. The Commission fined Meta **€200 million**, and the case shapes how ads are targeted for Facebook users in the EU. ## Conclusion Meta’s latest quarterly advertising revenue of **$59,363 million** came with ad impressions up **14%** and average price per ad up **12%**. On Facebook specifically, the **15.7%** uplift in conversions and the **9%** global rise in video time spent point to a platform still adding ad inventory and performance. For advertisers, the LocaliQ benchmarks give the practical yardstick: a **$0.60** average traffic campaign CPC and a **$27.39** average cost per lead, with wide gaps by industry. Meta’s next quarterly release will show whether volume or price leads growth from here.