Marketing OS
Free · no account

Meta ads benchmarks by industry

What CPM, CPC, CTR, CPA and ROAS actually look like in your category.

Loading…

Questions people ask

Where do these numbers come from?
From Marketing OS customers who chose to contribute. It is off by default and org-wide: an organization ticks one box in its settings, and only then do its projects' monthly totals join the pool. Nothing is contributed by a business that has not named its industry.
Could my own numbers be worked out from this?
No. A cell is published only once 10 separate businesses are in it for that month, and what is published is quartiles over those businesses — no account, no business and no organization is identified anywhere on the row. A cell that drops below 10 on the next nightly rebuild disappears rather than going stale.
Why are so many industries missing?
Because they have not reached 10 contributors yet. Publishing a thinner cell would be easy and would also be the thing that makes a benchmark untrustworthy, so it is a hard floor in the database rather than a preference in the page.
Can I use these in an article?
Yes, and there is a JSON endpoint for exactly that — GET /public/benchmarks on our API returns the same cells this page renders, including the contributor count behind each one. Cite the month; these move.
Is a median a target?
No. It is where the middle of your industry sits, which is useful for spotting that your CPM is twice everyone else’s and useless as a goal. What you can pay for a result is set by your own margins, not by the market — the break-even ROAS and target CPL calculators work that out.

Knowing the median is not the same as knowing where you sit.

Marketing OS puts your own numbers next to your industry's every month, and — because it is also reading your margins — tells you which gaps actually cost you money and which are just a different business model.

Start freeSee what it does

How this is worked out

Every night we roll each contributing project’s completed calendar months up from its own daily Meta delivery, derive CPM, CPC, CTR, CPA and ROAS per business, and group them by industry and month. A month a project spent nothing in is not a data point and is left out.

A cell is published only when at least 10 distinct businesses are in it. That threshold is enforced where the cell is written, and again as a constraint on the table itself — a k-anonymity rule only the page honours is not a rule.

Contribution is opt-in, org-wide and off by default, and it can be switched off again at any time: the next rebuild simply does not include you.

More free tools