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20 Facebook Ads Statistics of 2024

In the last five years, Facebook Ads have undergone a significant transformation in the social media advertising industry. However, what triggered the major developments in Facebook advertising statistics in 2021 and 2022, and how can marketers leverage on this?

Mark Zuckerberg has led Facebook through its different phases of development over the past 17 years. As we all know, it started from FaceMash and today it’s Metaverse. Facebook has continued to be one of the top social media platforms in the world.

With 59 per cent of the global population of social network users using Facebook as of 2020, the platform will continue to be the dominant social media app in use.

In September 2021, Facebook had 2.91 billion monthly active users. This was a 6% increase relative to the previous year indicating a rapid increase in the global reach of this platform.

Facebook continues to be the dominant platform for people to interact, read the news, and pass time. If Facebook advertising isn’t currently an element of your social media marketing plan, you should include it today.

At Creative Marketing (NW) Ltd, we believe that using Facebook advertisements can help you reach your target customers online and generate revenue for your firm.

Let’s examine some crucial Facebook Ads statistics that can help you make the best marketing decisions.

Facebook Ads Statistics

1. Facebook is the third most visited website globally

With 11.74 billion monthly visits, Facebook is one of the most popular websites in the world, only surpassed by Google and YouTube. This points to the fact that when people are online, there is a great possibility that they are using Facebook.

With 45.41 billion cumulative monthly visits as of November 2021, Google.com was the most visited website globally. Since June 2010, when it surpassed Yahoo to take the top position, the online platform has maintained its position as the most popular website.

More than 14.34 billion visits were generated on YouTube making it the second most popular website after Google.

Most popular websites worldwide as of November 2021, by total visits

2. 10 million advertisers are active on Facebook (Meta) platforms as of third quarter of 2020

Advertisers are present and active across all Meta platforms, including Facebook, Instagram, and WhatsApp. According to Statista, 10 million active marketers used the social networking site in the third quarter of 2020, up from 7 million in the first. This shows a 3 million increase from the 7 million advertisers in the first quarter of the previous year.

Facebook advertisers have multiplied significantly in recent years. In reality, there were just 3 million active advertisers on Facebook at the beginning of  2016. By the third quarter of that same year, it had surged by a one- third to four million.  A year later, in the third quarter of 2017, there were twice as many Facebook marketers amounting to six million.

This number remained constant until the beginning of 2019 when it increased to seven million. Research based on 2019 Facebook data shows that the top 100 companies (in terms of ad spend) spent $4.2 billion on Facebook advertising, which is about 6% of the platform’s ad revenue.

The number of advertisers has more than tripled in less than five years, and growth has accelerated in recent quarters.

Number of active advertisers on Facebook from 1st quarter 2016 to 3rd quarter 2020

Source: Statista

3. Facebook’s annual ad revenue worldwide was $115.66 billion as of 2021

The COVID-19 pandemic caused many establishments and small businesses to relocate their operations online, which led to an increase in Facebook ad spending. Facebook had a 25% increase in annual revenue during the year 2020.

In 2021, the Family of Apps business segment of Meta (previously Facebook Inc.) alone brought in about 115.66 billion US dollars in revenue. Facebook, Instagram, Messenger, WhatsApp, and other services are included in the social media company’s FoA, and advertising sales dominate the segment’s revenue.

Meta’s (formerly Facebook Inc.) annual revenue from 2009 to 2021, by segment

Source: Statista

4. Facebook’s advertising revenue as of third quarter of 2021 was $28.2 billion

In 2021, Facebook ad revenue is still going strong, retaining similar rates as at the height of the COVID-19 pandemic in 2020. This signifies that Facebook marketing and advertising are here to stay.

Facebook generated approximately 28.3 billion dollars in total advertising income in the third quarter of 2021. 734 million dollars in revenue came from other sources. Facebook changed its name and brand to Meta Platforms towards the end of 2021.

In the first quarter of 2022, advertising continued to account for the majority of Meta’s Family of Apps segment revenue, which generated approximately 27.21 billion dollars.

Facebook’s global revenue as of 3rd quarter 2021, by segment

Source: Statista

5. Conversions are the primary campaign objective for roughly 27% of Facebook advertisements

Conversions are without any doubt the most popular advertising objective for Facebook ad campaigns because they provide the most revenue for businesses. While 26.94% of advertisements are conversion-oriented, 24.19% are post-engagement-oriented, and 22.64% are link click-oriented.

Despite the fact that these campaign goals can assist people in achieving measurable outcomes, campaign objectives and goals that benefit the other stages of the sales funnel such as brand awareness and event responses shouldn’t be disregarded.

Image showing most common campaign objectives in Facebook Ads

Source: Socialinsider

6. The average Facebook CPM (Cost Per Thousand Impression) is $13.59 for all industries as of July 2022

As of July 2022, the cost per thousand impression (CPM) for all industries is $13.59.  The chosen campaign objective, however, affects how this figure fluctuates. The cost of Facebook advertising is greatly influenced by supply and demand because Facebook ads are offered in an auction system.

You can access a variety of tools and settings when you set up a Facebook ad campaign to help with cost management. The cost of Facebook advertisements can be seen in one of two ways: as the amount you want to spend on a campaign or as the amount you want to pay per result.

Image showing Facebook Advertising Costs by CPM

Source: Revealbot

7. The average click-through rate (CTR) for Facebook ads is 0.90% for all industries

Advertisers with high Facebook CTRs are in the retail (1.59%), apparel (1.24%), beauty (1.16%), and fitness (1.01%) industries. However, the legal sector still holds the record for the highest CTR on Facebook with 1.61%. The retail, fashion, and beauty and fitness industries generate high CTRs, whereas the job training and legal sectors have some of the lowest average CTRs.

This is because the latter sectors often use models and outstanding pictures in their eye-catching and innovative advertisements. The key takeaway is to invest in attractive pictures for your advertisements, regardless of the sector you are in.

Image showing average Click-through rate of Facebook ads

Source: Wordstream

8. The average cost per action (CPA) for Facebook ads across all industries is $18.68