Facebook Traffic Campaign Benchmarks — Latest Available Data (Checked July 2026)
Facebook Traffic: $0.70 CPC (down 9%), 1.71% CTR. Use for awareness only—conversion campaigns for outcomes.
Updated July 2026. Straight talk on the date: WordStream/LocaliQ has not published a 2026 Facebook edition — we checked on July 19, 2026. The figures below are from the 2025 study (data window April 2024 – June 2025), which remains the newest credible segmented Meta dataset. We'll refresh this page when the 2026 edition lands, expected August–October 2026, rather than dress up old numbers as new ones.
Meta Ads · Traffic
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 1.71% |
| CPC | $0.70 |
What the numbers mean
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.
Year-over-year change
CPC down 9% YoY, CTR up from 1.57%
How to act on this
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.
If you're an ecommerce brand, note our Meta ecommerce benchmarks page runs on Triple Whale's live platform data (~35,000 brands, updated monthly) — the one Meta segment with genuinely current numbers.
Source: WordStream by LocaliQ, 2025 edition (554 US traffic campaigns, April 2024 – June 2025) — confirmed most recent edition as of July 19, 2026; no 2026 edition exists yet.