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. 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, 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 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 reached $117.7 billion in 2025, up 32.6%, according to the IAB report conducted by PwC.

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.

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.
• 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%.

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.
• 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.

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 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.

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 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%.

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”.

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.

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.

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.

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.

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 €200 million under the Digital Markets Act over its consent-or-pay advertising model.

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.