Koine

The Meta Ads benchmark guide

Every metric, across every campaign objective, in plain English. Pick a campaign objective below to see what each number means and whether yours is any good.

Awareness

Puts your brand in front of more people who might be interested. Good for building recognition.

CTRSee the benchmarks CPCDoesn’t apply here CPMSee the benchmarks ROASDoesn’t apply here CPADoesn’t apply here Conv. RateDoesn’t apply here FrequencySee the benchmarks

Traffic

Sends people to your website or landing page. Good for driving visits, not necessarily sales.

CTRSee the benchmarks CPCSee the benchmarks CPMSee the benchmarks ROASDoesn’t apply here CPADoesn’t apply here Conv. RateSee the benchmarks FrequencySee the benchmarks

Engagement

Gets likes, comments, shares, or video views. Good for building buzz around a post.

CTRSee the benchmarks CPCSee the benchmarks CPMSee the benchmarks ROASDoesn’t apply here CPADoesn’t apply here Conv. RateDoesn’t apply here FrequencySee the benchmarks

Leads

Collects contact info through a form, right on Meta. Good for quotes, sign-ups, or bookings.

CTRSee the benchmarks CPCSee the benchmarks CPMSee the benchmarks ROASDoesn’t apply here CPLSee the benchmarks Conv. RateSee the benchmarks FrequencySee the benchmarks

Sales

Drives purchases or sign-ups on your website. The most common choice if you’re selling directly.

CTRSee the benchmarks CPCSee the benchmarks CPMSee the benchmarks ROASSee the benchmarks CPASee the benchmarks Conv. RateSee the benchmarks FrequencySee the benchmarks