Jan 6, 2026
Facebook Traffic Campaign Benchmarks 2025
1.71%
CTR
$0.70
CPC
N/A
CVR
N/A
CPL/CPA
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Year-Over-Year Change
CPC down 9% YoY, CTR up from 1.57%
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Facebook traffic campaigns got more efficient in 2025: CPCs dropped 9% to $0.70 while CTR improved to 1.71%. This reverses several years of rising costs. However, traffic campaigns don't optimize for conversions—they optimize for clicks. Using traffic objectives for anything beyond awareness or content distribution is a strategic error. For lead gen or sales, always use conversion-optimized campaigns even though they cost more per click, because cost per outcome will be lower.
Use traffic campaigns only for awareness and content distribution—never for lead gen or sales. Switch to conversion campaigns for business outcomes even at higher CPC. The $0.70 CPC makes Facebook excellent for top-of-funnel. Combine with remarketing to convert traffic campaign visitors.
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Data Source
WordStream
Data Year & Month
2025-06
Sample Size
554 campaigns