Analytics

24 Facebook Ads Statistics Marketers Need to Know in 2022

We surveyed hundreds of companies and experts globally to discover what’s driving the top advertising trends on Facebook. Here’s what we’ve learned.

Nevena Rudan Nevena Rudan on April 13, 2022 (last modified on June 30, 2022) • 12 minute read

Facebook is a marketing powerhouse.

With more than tens of millions of users logging in every day, Facebook stands out as one of the best platforms for marketers that want to target specific audiences and attract more leads to their website.

However, as Uncle Ben would say – “with a great audience comes great competition”.

Nowadays, more businesses than ever compete against each other to establish the best ad placements.

Not only that, but with Facebook constantly updating, staying on top of all the new changes can be extremely overwhelming. That’s why it’s important that you always have the latest data and information at your disposal.

Well, guess what – you’ve come to the right place.

Inspired by our recently published research report on the state of Facebook ads performance, we decided to put together another piece of original research based on the data collected from almost 70 surveys we ran in the last few years. As a result, we managed to pull out 24 statistics and insights that will help you plan your next Facebook Ads campaign better.

  1. Majority of Marketers Find Facebook Ads Effective at Generating Sales
  2. Facebook Is Still a Powerful Organic Channel for Brands
  3. Facebook Is Effective in Lead Generation
  4. Average Facebook ROAS Is 6-10x
  5. Typical Facebook CPA Is Under $25
  6. CPC on Facebook Still Remains Under $1 on Average
  7. The Average Facebook Ad CPL Is Between $0-$25
  8. Most eCommerce Businesses Spend Less Than $2,500 a month on Facebook Ads
  9. The Best Facebook Ad Frequency is 3-8 Times
  10. Half of Companies Monitor Facebook Ads Performance and Ad Costs Daily
  11. Facebook Ad Campaigns Remain Effective Only for a Couple of Weeks
  12. Most Companies A/B Test Each Facebook Ad Campaign They Run
  13. Facebook Lead Ads Is Beneficial for Businesses
  14. Boosted Posts Don’t Provide As Good ROI as Facebook Ads
  15. Ads with CTA Buttons Perform Better than Ads without Them
  16. You Should Post on Facebook Around 2-3 Times a Week
  17. Quality Ranking Contributes to Facebook Ads Success
  18. Remarketing Strategies Can Bring Great Results
  19. Top of Funnel Content is Typically the Leading Performer
  20. Video Ads Generate More Clicks
  21. The Best Audience Size for Facebook Ads is Over 50,000
  22. Audiences Are More Likely to Engage with Facebook Ads than Google Ads
  23. Facebook Generates More Traffic, Leads, and Sales Compared to Instagram
  24. Most Marketers Find Linkedin the Better Option for B2B Advertising
Facebook Ads Dashboard Template

Majority of Marketers Find Facebook Ads Effective at Generating Sales

According to our research on the correlation between higher Facebook ads budget and sales, we found out that the vast majority (more than 90%) of the marketers surveyed believe Facebook ads are at least somewhat effective at generating sales. Only 8% said that Facebook Ads are “not effective” in generating downstream impact.

How effective are Facebook ads in generating sales?

Facebook Is Still a Powerful Organic Channel for Brands

Many beginner Facebook marketers often wonder whether Facebook is still a strong organic channel for brands.

According to the marketers and brand owners that we surveyed – it definitely is.

More than 70% of marketers think that Facebook is still a powerful organic channel for brands, while a bit more than 25% believe it’s pay-to-play.

Is Facebook still a powerful organic channel for brands?

Facebook Is Effective in Lead Generation

For more than half of the companies we surveyed, 15% or more of their overall lead flow originates from Facebook.

In addition, 40% of them believe that Facebook Ads is effective in lead generation, while 60% of them say that it’s crucial.

What percentage of your overall lead flow originates from Facebook?

Average Facebook ROAS Is 6-10x

According to our Facebook Ads research, around 60% of agencies set their objectives to revolve around ROAS (Return on Ad Spend), which makes it one of the most notable metrics on the platform.

So how well does Facebook ROAS fare?

Most of our respondents said that their average Facebook ROAS was around 6-10x. Additionally, 5% of the companies stated that their ROAS is higher than 80x.

What is your average return on ad spend (ROAS) on Facebook?

Typical Facebook CPA Is Under $25

For about half of the surveyed marketers, the typical Facebook CPA is under $25. Around 10% said that it was over $75.

In general, there aren’t any real CPA criteria. This metric is mostly dependent on your exact type of campaign, industry, and target audience.

What is your typical cost per acquisition on Facebook?

CPC on Facebook Still Remains Under $1 on Average

Facebook calculates CPC by dividing the total amount of spend against the total number of link clicks.

In the survey that we did in 2018, almost all of our respondents reported a CPC under $1. Two years later, CPC under $1 has been voted as a “realistic and good one” by the vast majority of companies. Most of them actually opted for CPC between $0.76 and $1.

Even though some researches show that CPC on Facebook has been heavily increasing since 2018 (due to the supply and demand of ad space) – it still remains under $1, on average.

What's the average CPC on Facebook?

The Average Facebook Ad CPL Is Between $0-$25

According to most of the marketers we spoke to, the average CPL for a Facebook ad falls between $0 and $25.

Understanding CPL is important since many marketers start questioning whether they are actually wasting money on Facebook ad campaigns.

The best way to check if the campaign is worth your while is to compare your CPL with the lifetime value of your customer.

What is your average CPL for Facebook ads?

Most eCommerce Businesses Spend Less Than $2,500 a Month on Facebook Ads

A lot of SMB businesses have their worries when it comes to planning out a sufficient budget for Facebook ad campaigns.

And many believe that Facebook Ads aren’t worth pursuing if you don’t have a huge budget to support the campaign.

According to our study, eCommerce businesses usually have monthly Facebook budgets under $2,500 – so you can scratch this issue off the list.

Average Facebook advertising budget for ecommerce businesses

The Best Facebook Ad Frequency is 3-8 Times

While ad frequency may not carry the same importance as metrics such as ROAS, CPL, and CPR, it still plays a huge part in creating a successful ad campaign.

In fact, around 69% of marketers pay at least some attention to their Facebook ad frequency.

The best working Facebook ad frequency for two-thirds of our respondents is 3-8 times.

What is the right Facebook ads frequency marketers should aim for?

Half of Companies Monitor Facebook Ads Performance and Ad Costs Daily

Companies are meticulously monitoring Facebook ads results – and the costs. During the last two years, half of the companies reviewed their Facebook ads performance daily, but also monitored Facebook ad costs daily.

How often do you monitor and report on Facebook ads costs?

Facebook Ad Campaigns Remain Effective Only for a Couple of Weeks

Almost 40% of companies stated their FB ads need a couple of days to gain traction, while ad campaigns remain effective for a couple of weeks for more than half of respondents.

Additionally, 22% of our respondents reported that their campaign remains effective for even a few months, while only 7.3% said that the performance starts to drop after a couple of days.

How long do Facebook ad campaigns remain effective?

Most Companies A/B Test Every Facebook Ad Campaign They Run

Facebook A/B tests provide marketers with insight into the exact things they need to include in their ads to reach broader target audiences and enhance performance.

More than 57% of surveyed companies A/B test their Facebook ad campaigns every time.

How often do you A/B test your Facebook ad campaigns?

Facebook Lead Ads Is Beneficial for Businesses

More than 90% of marketers we surveyed said Facebook lead ads were beneficial for their business – while the top chosen incentive for lead ads was getting deals and offers.

How much are Facebook lead ads beneficial for your business? What kind of incentives work best?

Boosted Posts Don’t Provide As Good ROI as Facebook Ads

When asked about whether boosted posts provide as good ROI as Facebook Ads, 76.7% of marketers said ‘No’, 16.3% answered ‘Yes’, while 7% of them weren’t sure.

Even though boosted posts do not provide a similar ROI to Facebook Ads for the vast majority of surveyed companies, more than half of them still boost posts at least monthly.

At the same time, fewer than 20% of the marketers said that they never run boosted posts.

Do boosted posts on Facebook provide as good ROI as actual Facebook ads?

Ads with CTA Buttons Perform Better than Ads without Them

More than 78% of the marketers we surveyed say that ads with CTA buttons perform significantly better than ads without CTA buttons.

The most used CTA is “Learn more” (and the best-working): more than 90% of the companies we have surveyed used “learn more” as CTA in their Facebook ads.

The CTA buttons that seem to be the least efficient are “Contact Us” and “Sign Up” with only 10% of marketers stating that those worked well in their companies.

What CTA button worked best for you?

You Should Post on Facebook Around 2-3 Times a Week

When it comes to engagement, nearly 50% of the marketers we surveyed recommend posting on Facebook 2-3 times per week.

Only a small minority in this survey recommended posting several times a day – less than 10%.

Also, most of them say that shares are the most valuable type of engagement on Facebook, while the average engagement rate these days is between 2-3%.

The engagements that come second to shares are comments and clicks, while the least valuable types of engagement are reactions and likes.

How often should you post on Facebook?

Quality Ranking Contributes to Facebook Ads Success

In 2019, Facebook introduced quality ranking as a better alternative to the relevance score – it could provide marketers with better insight into the exact reasons why their ads are underperforming.

The quality ranking is important to the Facebook ad success for more than 92% of the surveyed companies.

Additionally, more than a third of those same companies found quality ranking extremely important.

How Important is Quality Ranking to the overall success of your Facebook ad campaign?

Remarketing Strategies Can Bring Great Results

While you might have had second thoughts about introducing remarketing in your business, this data may encourage you.

More than 76% of the respondents highly ranked their satisfaction levels with the results FB remarketing brought to their businesses.

The most used remarketing strategies were, respectively: Retargeting based on engagement, Retargeting email custom audiences, Shopping funnel retargeting, Dynamic retargeting on Facebook (DPA) and Time funnel retargeting.

The remarketing strategy that was used the least was Retargeting Based on Facebook/Instagram Shops.

How satisfied are you with the results of Facebook remarketing? What strategies have you used the most?

Top of Funnel Content Is Typically the Leading Performer 

Companies state that more than half of Facebook ads they’re running (57%) are TOFU. Top of funnel content also tends to perform the best.

While TOFU content seems to be the top performer, it only leads by a small margin to product/service promotions and blog posts when it comes to performance.

Which content performs the best on Facebook ads?

Video Ads Generate More Clicks

Companies leverage more video ads than image ads on Facebook – and for most of them, videos generate more clicks.

Which type of content drives more clicks on Facebook?

The Best Audience Size for Facebook Ads is Over 50,000

Picking the ideal audience size isn’t as easy as it may seem – both small and big audiences carry certain disadvantages.

For more than 40% of the marketers we polled, the best-working audience size for Facebook ads is 50,000+.

At the same time, 25.7% of them chose an ideal audience size to be between 10,000 and 50,000, while 31.4% opted for an audience below 10,000.

What is the best working audience size on Facebook?

Audiences Are More Likely to Engage with Facebook Ads than Google Ads

While this is definitely a close battle, Facebook Ads come out on top with more than half of marketers saying that their audience is more likely to engage with their ads on Facebook than on Google.

Which platform do you think your audience is more likely to engage with your ads on?

Facebook Generates More Traffic, Leads, and Sales Compared to Instagram

For most companies, Facebook still generates more traffic, leads, and sales than Instagram.

At least 70% of marketers chose Facebook as the more efficient platform in all three regards.

Facebook generates more traffic, leads and sales compared to Instagram

Most Marketers Find Linkedin the Better Option for B2B Advertising

In the B2B race, Linkedin seems to outrun Facebook by a mile.

Linkedin is a go-to option for B2B and is more efficient in reaching business decision-makers for more than 70% of companies we surveyed.

LinkedIn is a better option for B2B business models

Optimize Facebook Ad Campaigns with Databox

Running a successful Facebook ads campaign is hard work, no matter how many years of experience you have under your belt.

From targeting the right audience to keeping track of the campaign’s performance, Facebook Ads can easily become extremely overwhelming.

Not only that, but with the constant changes and updates that Facebook is introducing, it doesn’t seem that the job will get any easier.

This is why a lot of marketers incorporate other tools to help them manage Facebook Ads.

One of these tools is Databox.

Databox can help you stay on top of these changes and make the most out of your ad campaigns. You will be able to target the right audience and present your results to the shareholders through impressive Facebook ad campaign dashboards.

Facebook Ads Dashboard Template

By connecting your Facebook Ads account to Databox, you can monitor all of your important data in one place, track multiple data sources, monitor different campaigns, and set specific goals for your team.

Sounds interesting? Sign up for a free trial today and take your Facebook ads campaign to the next level.

About the author
Nevena Rudan
Nevena Rudan Marketing Research Analyst at Databox. Being an experienced Strategic and Creative Planner, with more than 15 years of practice, Nevena is passionately dedicated to untying the knots and entanglements of marketing, sales, and human behavior in order to deliver understandable, useful, and actionable insights for businesses.
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