In 2023, social media ad performance is anything but uniform, with e commerce brands averaging 4.21x ROI and Facebook ads holding an average CTR of 0.89%. The real surprise comes from how formats flip the outcome, like TikTok Spark Ads reaching 1.5% CTR while LinkedIn B2B video ads push conversions up to 0.8%. Let’s look at what changed, what stayed stubbornly low, and where advertisers are actually getting the lift.
Key Takeaways
- Average CTR for Facebook ads was 0.89% in 2023 across all industries
- Instagram ads CTR averaged 0.78% in 2023, with Reels at 1.2% outperforming feeds
- TikTok ads saw 0.45% CTR on average in 2023, highest for Spark Ads at 1.5%
- Facebook ads conversion rate averaged 9.21% in 2023 for e-commerce
- Instagram ads drove 1.08% conversion rate in 2023, shopping tags boosted to 2.1%
- TikTok ads conversion rate was 1.2% overall in 2023, in-feed at 1.8%
- Facebook average CPC was $0.97 in 2023 across industries
- Instagram CPC averaged $1.28 in 2023, lower for Stories at $0.85
- TikTok CPC was $0.66 for in-feed ads in 2023
- Facebook video ads engagement rate was 0.11% in 2023, highest among formats
- Instagram posts with ads saw 0.45% engagement rate in 2023, Reels at 0.67%
- TikTok ads engagement averaged 5.3% in 2023, driven by duets and stitches
- Social media ads delivered an average ROI of 4.21x in 2023 for e-commerce brands, meaning $4.21 revenue per $1 spent
- Brands using Facebook ads saw a 5.78x ROI on average in Q4 2023, outperforming email marketing slightly
- Instagram advertising yielded a 3.5x ROI for retail sectors in 2022, with luxury brands hitting 6.2x
In 2023, social ads delivered strong ROI, led by Facebook and Instagram with higher conversions.
Related reading
01 · Category
Click Through Rates (ctr)27 stats
01
Average CTR for Facebook ads was 0.89% in 2023 across all industries
02
Instagram ads CTR averaged 0.78% in 2023, with Reels at 1.2% outperforming feeds
03
TikTok ads saw 0.45% CTR on average in 2023, highest for Spark Ads at 1.5%
04
LinkedIn ads CTR was 0.39% in 2023 for B2B, video ads doubled to 0.8%
05
YouTube ads CTR reached 0.65% for TrueView in-stream in 2023
06
Twitter ads CTR averaged 0.86% in 2023, promoted videos at 1.1%
07
Pinterest ads CTR was 0.19% overall in 2023, shopping pins at 0.45%
08
Snapchat ads CTR hit 0.35% in 2023, AR filters boosted to 0.7%
09
Facebook Carousel ads CTR was 1.2% in 2023, 35% above single images
10
Instagram Stories ads CTR averaged 0.92% in 2023
11
TikTok In-Feed ads CTR was 0.84% for top performers in 2023
12
LinkedIn Text Ads CTR reached 0.52% in 2023 for lead gen
13
YouTube Bumper ads CTR was 0.55% in 2023 for awareness
14
Twitter Website Cards CTR averaged 1.05% in 2023
15
Pinterest Promoted Pins CTR hit 0.28% for traffic campaigns in 2023
16
Snapchat Dynamic Shopping ads CTR was 0.62% in 2023
17
Cross-platform social CTR averaged 0.72% in 2023 per AdStage
18
Video ads CTR on Facebook was 1.05% vs 0.74% for images in 2023
19
Influencer-linked ads CTR boosted 40% to 1.3% on Instagram 2023
20
Retargeted social ads CTR averaged 1.18% in 2023
21
Mobile social ads CTR was 0.95% higher than desktop in 2023
22
E-commerce social CTR peaked at 1.1% during holidays 2023
23
B2B LinkedIn CTR for thought leadership was 0.45% in 2023
24
TikTok music-linked ads CTR hit 1.4% in 2023
25
Facebook Lead Ads CTR was 1.25% for forms in 2023
26
Instagram Explore ads CTR averaged 0.88% in 2023
27
Overall industry CTR for social ads was 0.67% in 2023
Interpretation
Click Through Rates (ctr) Interpretation
Across major platforms, click through rates stay under 1% overall in 2023, but video-forward formats like Instagram Reels at 1.2% and TikTok Spark Ads at 1.5% consistently outperform the average CTR for their networks, showing that stronger creative can meaningfully lift CTR within the click through rates category.
02 · Category
Conversion Rates26 stats
01
Facebook ads conversion rate averaged 9.21% in 2023 for e-commerce
02
Instagram ads drove 1.08% conversion rate in 2023, shopping tags boosted to 2.1%
03
TikTok ads conversion rate was 1.2% overall in 2023, in-feed at 1.8%
04
LinkedIn ads conversion rate hit 2.35% for B2B leads in 2023
05
YouTube ads achieved 0.95% conversion rate for remarketing in 2023
06
Twitter ads conversion rate averaged 1.64% in 2023 for website traffic
07
Pinterest ads conversion rate was 1.5% for promoted shopping in 2023
08
Snapchat ads conversion rate reached 1.9% for AR try-ons in 2023
09
Facebook dynamic ads conversion rate was 2.4% in 2023
10
Instagram Shop ads conversion averaged 2.2% in 2023
11
TikTok for Business conversion rate spiked to 3.1% with pixel tracking 2023
12
LinkedIn lead gen forms conversion was 13.47% in 2023
13
YouTube action campaigns conversion rate 1.3% in 2023
14
Twitter app install ads conversion hit 2.8% in 2023
15
Pinterest checkout ads conversion averaged 4.1% in 2023
16
Snapchat commerce ads conversion was 2.5% in 2023
17
Cross-platform retargeting conversion rate 3.2% in 2023
18
Video ad conversions on social 1.7% vs 1.1% images in 2023
19
Influencer ad conversions averaged 2.9% on TikTok 2023
20
B2B social conversions 6.3% with LinkedIn targeting 2023
21
Holiday social ad conversions rose 45% to 3.8% Q4 2023
22
Mobile-first social conversions 2.1% higher 2023
23
UGC ads conversions boosted 31% to 2.6% Instagram 2023
24
Facebook pixel-optimized ads conversion 2.9% 2023
25
Instagram Reels conversions 1.95% avg 2023
26
Industry avg social conversion rate 1.85% in 2023
Interpretation
Conversion Rates Interpretation
Across major social platforms, conversion rates in 2023 varied widely, with e-commerce on Facebook leading at 9.21% while YouTube remarketing was much lower at 0.95%, showing that conversion outcomes depend heavily on platform and campaign type within the Conversion Rates category.
03 · Category
Cost Metrics26 stats
01
Facebook average CPC was $0.97in 2023 across industries
02
Instagram CPC averaged $1.28in 2023, lower for Stories at $0.85
03
TikTok CPC was $0.66for in-feed ads in 2023
04
LinkedIn CPC hit $5.26for B2B in 2023, sponsored content $6.59
05
YouTube CPC averaged $0.10-$0.30 per view in 2023
06
Twitter CPC was $0.38in 2023 for timeline takeovers
07
Pinterest CPC $0.10-$1.50 avg $0.45 in 2023
08
Snapchat CPC averaged $0.85in 2023 for full-screen ads
09
Facebook lead gen CPC $1.15in 2023
10
Instagram feed CPC $1.41, Reels $0.92 in 2023
11
TikTok Spark Ads CPC $0.55in 2023
12
LinkedIn InMail CPC $0.30-$0.50 in 2023
13
YouTube discovery CPC $0.23avg 2023
14
Twitter follower ads CPC $1.92in 2023
15
Pinterest video CPC $0.35in 2023
16
Snapchat collection CPC $0.722023
17
Avg social CPC $1.72across platforms 2023
18
Retargeting CPC 28% lower at $1.24 on Facebook 2023
19
Mobile CPC $0.89vs desktop $1.45 social avg 2023
20
E-com CPC $0.73on Instagram shopping 2023
21
B2B LinkedIn CPA $50-$100 avg 2023
22
Holiday CPC rose 20% to $1.15 avg Q4 2023
23
Video ads CPC $1.05, images $1.32 Facebook 2023
24
TikTok app install CPA $1.152023
25
Facebook CPA for purchases $18.682023
26
Industry avg social CPA $45.472023
Interpretation
Cost Metrics Interpretation
Cost-wise, paid social looks most affordable on TikTok at $0.66 CPC and Facebook at $0.97, while LinkedIn is dramatically higher for B2B at $5.26 CPC, making the platform choice a key cost metric in 2023.
More related reading
04 · Category
Engagement Metrics27 stats
01
Facebook video ads engagement rate was 0.11% in 2023, highest among formats
02
Instagram posts with ads saw 0.45% engagement rate in 2023, Reels at 0.67%
03
TikTok ads engagement averaged 5.3% in 2023, driven by duets and stitches
04
LinkedIn ads engagement rate was 0.56% in 2023 for organic-like content
05
YouTube ads engagement hit 12.5% view-through rate in 2023
06
Twitter ads engagement rate averaged 0.045% in 2023, conversations boosted to 0.08%
07
Pinterest ads engagement was 0.25% with close-ups at 0.4% in 2023
08
Snapchat ads engagement rate reached 0.35% for swipe-ups in 2023
09
Facebook photo ads engagement was 0.09% in 2023 across industries
10
Instagram carousel ads engagement averaged 0.51% in 2023
11
TikTok challenge ads engagement spiked to 8.2% in 2023
12
LinkedIn video ads engagement was 0.62% in 2023
13
YouTube Shorts ads engagement rate was 15.1% in 2023
14
Twitter poll ads engagement hit 0.12% in 2023
15
Pinterest idea pin ads engagement averaged 0.33% in 2023
16
Snapchat story ads engagement was 0.42% in 2023
17
Cross-platform engagement for social ads averaged 1.2% in 2023
18
UGC in social ads boosted engagement by 28% to 0.15% on Facebook 2023
19
Influencer ads engagement rate was 3.1% on Instagram in 2023
20
Live video ads engagement peaked at 7.4% on TikTok 2023
21
B2B engagement on LinkedIn ads was 0.48% for carousels in 2023
22
Holiday social ads engagement rose 22% to 0.22% in Q4 2023
23
Retargeted ads engagement averaged 0.18% across social in 2023
24
Mobile social ads engagement was 1.8% higher than desktop 2023
25
E-commerce product ads engagement hit 0.55% on Instagram 2023
26
Facebook group-targeted ads engagement was 0.13% in 2023
27
Overall social ad engagement rate was 0.37% in 2023 per industry avg
Interpretation
Engagement Metrics Interpretation
For engagement metrics, TikTok clearly stands out in 2023 with a 5.3% average ad engagement rate, far higher than other platforms like YouTube’s 12.5% view through rate and Facebook’s 0.11% video ads, indicating that TikTok formats such as duets and stitches are most effective at driving active interaction.
05 · Category
Roi And Revenue30 stats
01
Social media ads delivered an average ROI of 4.21x in 2023 for e-commerce brands, meaning $4.21revenue per $1 spent
02
Brands using Facebook ads saw a 5.78x ROI on average in Q4 2023, outperforming email marketing slightly
03
Instagram advertising yielded a 3.5x ROI for retail sectors in 2022, with luxury brands hitting 6.2x
04
TikTok ads generated 2.5x ROI for consumer goods in 2023, 30% higher than TV ads for Gen Z audiences
05
LinkedIn ads provided 3.1x ROI for B2B SaaS companies in 2023, focusing on lead generation
06
YouTube ads achieved 4.0x ROI for video content brands in 2023, driven by long-form engagement
07
Twitter (X) ads returned 2.8x ROI for news and media in 2023, with real-time campaigns boosting returns
08
Pinterest ads hit 4.5x ROI for fashion e-commerce in 2023, leveraging visual search integration
09
Snapchat ads generated 3.2x ROI for youth-targeted beauty brands in 2023
10
Overall social media ad ROI averaged 3.78x across platforms in 2023 per eMarketer report
11
Facebook Carousel ads boosted ROI by 15% to 5.1x for product catalogs in 2023
12
Instagram Reels ads achieved 4.2x ROI, 20% above static posts in 2023
13
TikTok Shop ads delivered 6.1x ROI for in-app purchases in late 2023
14
LinkedIn Sponsored Content yielded 2.9x ROI for enterprise software in 2023
15
YouTube TrueView ads returned 3.8x ROI with 10-second skip optimization in 2023
16
Twitter promoted trends generated 3.4x ROI for event marketing in 2023
17
Pinterest Shopping ads hit 5.3x ROI for home decor in 2023
18
Snapchat AR lenses drove 4.7x ROI for interactive campaigns in 2023
19
Cross-platform social ads averaged 4.6x ROI when retargeting audiences in 2023
20
Video ads on social media improved ROI by 25% to 4.9x in 2023 vs images
21
User-generated content ads boosted ROI to 5.4x on Instagram in 2023
22
Influencer collaborations on TikTok lifted ROI to 7.2x for DTC brands in 2023
23
B2B social ads ROI reached 3.6x with personalized targeting in 2023
24
Mobile-only social ads yielded 4.3x ROI for apps in 2023
25
Holiday season social ads spiked ROI to 6.8x in Q4 2023
26
Retargeting social ads improved ROI by 35% to 5.2x in 2023
27
Social commerce ads on Facebook Shops hit 5.9x ROI in 2023
28
Dynamic product ads on Instagram generated 4.8x ROI for e-com in 2023
29
Lead gen ads on LinkedIn achieved 3.7x ROI for services in 2023
30
Short-form video ads across platforms averaged 4.1x ROI in 2023
Interpretation
Roi And Revenue Interpretation
For the Roi And Revenue angle, social platforms are delivering strong revenue returns with e-commerce leading at an average 4.21x ROI in 2023 and Facebook climbing to 5.78x in Q4 2023, showing that the best-performing channels vary by platform while still consistently outpacing many traditional expectations.
report visual · Comparison
Cross-Platform CTR Benchmarks (2023)
CTR varies widely by platform and format—Reels and select campaign types lead the pack.
Average CTR for Facebook ads was 0.89% in 2023 across all industries0.89%
Twitter ads CTR averaged 0.86% in 2023, promoted videos at 1.1%0.86%
Instagram ads CTR averaged 0.78% in 2023, with Reels at 1.2% outperforming feeds0.78%
YouTube ads CTR reached 0.65% for TrueView in-stream in 20230.65%
TikTok ads saw 0.45% CTR on average in 2023, highest for Spark Ads at 1.5%0.45%
LinkedIn ads CTR was 0.39% in 2023 for B2B, video ads doubled to 0.8%0.39%
Reference
Cite This Report
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APA
Marie Larsen. (2026, February 13). Social Media Advertising Effectiveness Statistics. Gitnux. https://gitnux.org/social-media-advertising-effectiveness-statistics
MLA
Marie Larsen. "Social Media Advertising Effectiveness Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/social-media-advertising-effectiveness-statistics.
Chicago
Marie Larsen. 2026. "Social Media Advertising Effectiveness Statistics." Gitnux. https://gitnux.org/social-media-advertising-effectiveness-statistics.
Sources & references
30 datasets cited across this report · attribution is report-level
shopify.com