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Does CPC matter for a Awareness campaign?

Short answer: not really, and here’s why

An Awareness campaign isn't trying to earn clicks, and Meta isn't optimizing to make them cheap, so whatever CPC shows up as here is closer to noise than signal. A high or erratic CPC on an Awareness campaign isn't a problem to solve, it's just a metric being asked a question it was never built to answer.

Ask your agency this instead

If clicks actually matter to us, should some of this budget move to a Traffic or Sales campaign instead of Awareness?

Want the metrics that actually matter for a Awareness campaign? Open the tool and pick one.

Open the tool for Awareness →

Other metrics for a Awareness campaign

Sources

Adamigo: Meta Ads Benchmarks 2026 by Objective (and Placement)

Adamigo provided the Awareness CTR and CPM figures. No Awareness-specific frequency data was available in research; the reversed frequency logic is a reasoned judgment call based on how brand recall generally works, not a cited benchmark.