If you think your brand can't find its audience on Facebook, consider that over 3 billion people—or more than a third of humanity—log in every month, forming a staggeringly diverse and deeply engaged global marketplace where your ideal customers are already waiting.
Key Takeaways
- In 2023, Facebook had 3.03 billion monthly active users worldwide, representing 37.5% of the global population
- As of Q4 2023, 68.5% of Facebook users were aged 18-34 years old globally
- In the US, 69% of adults aged 18-29 use Facebook daily as of 2023
- Average time spent on Facebook is 30.9 minutes daily per user in 2023
- Facebook posts see 0.11% average engagement rate globally in 2023
- Video content on Facebook generates 59% more engagement than photos in 2023
- Average CPC for Facebook ads is $0.97 globally in 2023
- CPM for Facebook ads averages $7.19 in the US for Q4 2023
- CTR for Facebook ads stands at 0.89% on average in 2023
- Facebook ads average conversion rate is 9.21% in 2023
- Lead generation ads convert at 13.62% average rate
- Ecommerce landing pages convert 10.65% from FB traffic
- FB ROAS averages 4:1 for mature campaigns
- 89% of marketers report positive ROI from FB ads in 2023
- Average FB ad ROAS is 2.5x across industries
Facebook's huge young user base drives strong engagement and advertising returns.
Advertising Costs
- Average CPC for Facebook ads is $0.97 globally in 2023
- CPM for Facebook ads averages $7.19 in the US for Q4 2023
- CTR for Facebook ads stands at 0.89% on average in 2023
- Cost per lead (CPL) averages $13.02 for Facebook campaigns
- Mobile app install ads have CPC of $1.82 average
- Ecommerce ROAS averages 3.5x on Facebook ads in 2023
- Lead gen ads CPL is $5.10 lower than website clicks
- Video ad CPM is $9.77 vs $7.85 for images in 2023
- US Facebook CPM rose 12% to $12.07 in Q1 2023
- Finance industry CPC is highest at $3.89 on Facebook
- Retail CPC averages $0.70 on Facebook ads
- Instagram CPM via Facebook ads is $8.58 average
- B2B lead gen CPL is $40-60 on Facebook in 2023
- Apparel industry ROAS is 4.1x on Facebook
- Dynamic ads CPC is $0.91 average
- Q4 holiday CPC spikes 20% to $1.50 average
- Fitness industry CPM $10.30 on Facebook
- Travel CPC $1.01 average per click
- Lead ads conversion cost $4.50 average
- UK Facebook CPM $9.56 in 2023
- Ecommerce CPC $0.45 for bottom funnel
- Advantage+ campaigns lower CPC by 17%
- Canada CPM $8.92 average
- Beauty industry CPL $25.40
- Average Facebook ad frequency is 2.5 exposures per user
- Brazil CPC $0.12 lowest globally
- Top 25% campaigns CPC under $0.50
Advertising Costs Interpretation
While it may cost you a dollar to get a click and over seven bucks to reach a thousand eyeballs, the real trick is not just shouting into the void but using smarter targeting and formats to turn that sparse attention into actual leads and sales, proving that a well-crafted campaign can still be a bargain in our noisy digital world.
Conversion Rates
- Facebook ads average conversion rate is 9.21% in 2023
- Lead generation ads convert at 13.62% average rate
- Ecommerce landing pages convert 10.65% from FB traffic
- Top 10% of advertisers see 14.29% conversion rates
- Mobile-optimized pages boost FB conversions by 20%
- Retargeting ads convert 70% higher than cold traffic
- Average landing page CVR from FB is 2.9-5.01%
- Video ads convert 20% better than static images
- Checkout-optimized campaigns hit 12% CVR average
- US ecommerce FB CVR 2.67% benchmark
- Lead ads CVR 10-15% for B2B
- Dynamic product ads 8.5% CVR average
- A/B testing lifts FB conversions by 30%
- Audience network CVR 11.2% higher than FB feed
- App install CVR 4.25% from FB campaigns
- Stories ads CVR 15% above feed ads
- Bottom-funnel CVR 7.5% for purchases
- Personalized creatives boost CVR 25%
- Messenger ads CVR 20% for direct sales
- UK FB CVR benchmark 3.12% for retail
- Reels ads average 6.8% CVR in 2023
- Long copy ads CVR 10% higher than short
Conversion Rates Interpretation
While Facebook's marketing dashboard might look like a confusing buffet of conversion rates, the clear lesson is that the advertisers who win are the ones who meticulously optimize for the human on the other side of the screen, from the first engaging video ad all the way to a frictionless mobile checkout.
Engagement Metrics
- Average time spent on Facebook is 30.9 minutes daily per user in 2023
- Facebook posts see 0.11% average engagement rate globally in 2023
- Video content on Facebook generates 59% more engagement than photos in 2023
- Stories on Facebook have 2.5x higher completion rates than regular feeds
- 94% of Facebook users contact businesses via Messenger monthly
- Reels engagement rate averages 1.23% on Facebook in 2023
- Posts at 1 PM on Wednesdays get 18% higher engagement
- User-generated content boosts engagement by 28% on Facebook
- Live videos retain 3x more viewers than pre-recorded on Facebook
- 73% of users engage with brands weekly via Facebook in 2023
- Carousel posts have 10x higher engagement than single images
- Comments per post average 0.07 for brands in 2023
- 500 million people interact with Facebook Groups monthly
- Polls increase engagement by 30% on Facebook pages
- Shares per post average 0.03 for top brands
- 1.8 billion people use Facebook to discover products weekly
- Optimal post length is 80 characters for max engagement
- Emojis in posts boost engagement by 25% on average
- Facebook Stories reach 500 million daily users
- Questions in captions increase comments by 100%
- Video views average 8 billion daily on Facebook
- Brand mentions in stories see 15% higher engagement
- Peak engagement occurs 15 minutes after posting optimally
- Facebook Live peaks at 3.5x engagement vs static posts
- Average CTR for organic posts is 0.09% in 2023
- 82% of consumers research brands on Facebook first
Engagement Metrics Interpretation
While the world scrolls for a mind-numbing half-hour daily, your brand's survival hinges on mastering a chaotic science where a single emoji, a well-timed Wednesday whisper, or a fleeting story can mean the difference between being a ghost and a global discovery.
ROI and Trends
- FB ROAS averages 4:1 for mature campaigns
- 89% of marketers report positive ROI from FB ads in 2023
- Average FB ad ROAS is 2.5x across industries
- Ecommerce sees 8.25x ROAS from top FB campaigns
- 76% of advertisers increased FB budgets due to ROI
- Advantage+ shopping ROAS 32% higher
- B2C ROAS 3.7x vs B2B 2.8x on FB
- Video ads deliver 25% higher ROAS than images
- Retargeting ROAS 4.5x average in 2023
- FB Marketplace drives 15% revenue growth for sellers
- 92% of Fortune 500 use FB for marketing ROI
- AI-optimized campaigns boost ROAS 17%
- Cross-device ROAS improves 22% with FB pixel
- Shops tab ROAS 2x feed ads average
- 68% of marketers plan 20% FB budget increase 2024
- Influencer collabs on FB yield 5.2x ROAS
- Performance Max ROAS 3.1x benchmark
- Privacy changes reduce ROAS 10% without iOS fixes
- AR ads ROAS 1.7x higher engagement value
- 55% of ad spend returns via FB in social mix
- Click-to-message ROAS 6x for SMBs
- 2024 trend: Reels to drive 30% ROAS uplift
- Omnichannel FB integration boosts ROI 28%
- Average customer lifetime value from FB 3x acquisition cost
- 41% of marketers cite FB highest ROI platform
- FB Shops conversion ROAS 4.2x in 2023
ROI and Trends Interpretation
While Facebook's advertising landscape is a complex beast of privacy hurdles and B2B struggles, the overwhelming verdict from marketers is clear: when you crack the code with smart targeting, video, and its evolving tools, the platform consistently delivers a return so handsome it practically demands you pour your next round of drinks with the profits.
User Demographics
- In 2023, Facebook had 3.03 billion monthly active users worldwide, representing 37.5% of the global population
- As of Q4 2023, 68.5% of Facebook users were aged 18-34 years old globally
- In the US, 69% of adults aged 18-29 use Facebook daily as of 2023
- Women make up 56.8% of Facebook's global user base in 2023
- India has the largest Facebook user base with 362.9 million users in 2023
- 77.9% of Facebook users are outside the US and Canada as of 2023
- In 2023, 31.1% of Facebook users were aged 25-34 years, the largest age group
- Brazil ranks second with 112.4 million Facebook users in 2023
- 44.8% of Facebook users access the platform via mobile devices exclusively in emerging markets
- Gen Z (18-24) constitutes 31.1% of US Facebook users in 2023
- Indonesia has 119.0 million Facebook users as of 2023
- 56% of Facebook users are male globally in 2023
- US has 194.1 million Facebook users in 2023
- 65% of Facebook users are aged 25+ in developed markets
- Mexico has 90.3 million users, ranking high in Latin America
- Urban Facebook users outnumber rural by 2:1 globally in 2023
- Philippines has 87.0 million Facebook users in 2023
- 40% of Facebook users have college education or higher in the US
- Vietnam ranks with 70.5 million users in 2023
- Household income above $75k sees 62% Facebook penetration in US
- Turkey has 54.0 million Facebook users as of 2023
- 28.5% of users are 35-44 years old globally
- Thailand has 50.5 million users in 2023
- Married users comprise 54% of Facebook's US base
- Bangladesh has 49.7 million users
- 18.4% of users are 45-54 years old worldwide
- Egypt has 48.7 million Facebook users in 2023
- Parents aged 30-49 show 78% Facebook usage in US
- Colombia has 44.5 million users
- 10.3% of global users are 55+ years old in 2023
User Demographics Interpretation
Facebook is a global town square where nearly two-fifths of humanity gathers, but if you're a marketer looking for energetic young adults with disposable income, it's less a broad net and more a precisely aimed spear.
Sources & References
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