Facebook Ads Stats 2026

Facebook is not dead. In 2025 it passed 3.07 billion monthly active users and Meta pulled $164.5 billion in ad revenue. The real story is how the platform shifted: mobile now drives 98.5 percent of ad spend, Reels take 24 percent of inventory, and AI-generated creatives make up 38 percent of new ad uploads.

01Facebook user base and reach

Facebook is the most used social platform on the planet. TikTok and Instagram grow fast, but Facebook still leads in absolute user count thanks to its presence in emerging markets.

Daily active users hit 2.11 billion in Q2 2025. That is up roughly 3 percent year over year. India leads with around 370 million users. The United States comes in second with about 194 million (Source: Statista, 2025).

Time on Facebook averages around 33 minutes per day per user across all regions (Source: Data Reportal, Digital 2025 Global Report). Put another way, that is more time than most people spend exercising.

02Facebook ad revenue and market share

Meta ad revenue keeps climbing. The company generated $164.5 billion in 2024. That is up 22 percent year over year. Facebook contributes the majority of that total. Instagram and Messenger round out the Family of Apps (Source: Meta Annual Report, 2024).

Meta captures roughly 22 percent of the global digital ad market. That makes it the second largest digital advertiser behind Google (Source: eMarketer, Worldwide Digital Ad Spending 2025).

03Cost per click benchmarks by industry

Cost per click varies a lot by industry. Finance and legal advertisers pay the most. Retail and apparel pay the least. Here is what the numbers show.

The overall average CPC across all industries is $1.72 in 2025. That is slightly up from $1.68 in 2024 (Source: WordStream, 2025).

04Click through rate benchmarks

Click through rate measures how often people click an ad they see. Higher is better. Facebook CTR has stayed stable year over year.

05Cost per thousand impressions

CPM is the cost per thousand ad impressions. Facebook CPMs climb every year as competition for inventory grows. In 2025 the average CPM hit $14.40. That is up from $13.10 in 2024 (Source: Socialinsider Facebook Ads Benchmarks 2025).

06Ad format performance

Facebook offers single image, video, carousel, collection, and stories formats. Video consistently wins on engagement. Image ads still hold the highest volume share of total inventory.

07Mobile versus desktop ad spend

Facebook is a mobile first ad platform now. Mobile drives 98.5 percent of Facebook ad revenue. 99 percent of daily active users open the app on a phone (Source: Meta Q4 2024 Earnings Call).

08Advertiser and business statistics

Over 10 million businesses actively run ads across the Meta platforms in 2025. The vast majority are small and medium businesses, not enterprise (Source: Meta Business Center, 2025).

According to HubSpot, 90 percent of B2C marketers run ads on Facebook. Instagram comes in at 66 percent. TikTok trails at 42 percent (Source: HubSpot State of Marketing Report, 2025).

09Video ad statistics

Video is the fastest growing ad format on Facebook. Reels exploded since Meta rolled them out globally.

Another key stat: 75 percent of Facebook users watch videos with the sound off. That is why captions and visual storytelling matter so much (Source: Facebook IQ, 2023). The average completion rate for Facebook video ads is 15 percent. Shorter ads crush longer ones on performance (Source: Socialinsider, 2025).

10Return on ad spend

ROAS measures how much revenue each dollar of ad spend brings back. A 4 to 1 ROAS means $4 in revenue for every $1 spent.

11User behavior on Facebook

Knowing how users behave on Facebook is the key to ads that actually convert. People scroll fast. They skim content. They rarely read long captions.

The average Facebook user sees around 19 ads per day during active use. Active clicks average 0.9 per day. Most impressions are passive views (Source: Statista Facebook User Behavior, 2024).

12Key trends for 2026

Several shifts are reshaping Facebook advertising right now. The data tells a different story than what most marketers assumed a year ago.

• AI generated ad creatives make up an estimated 38 percent of new Facebook ad uploads in late 2025. That is up from 12 percent in 2024 (Source: Meta Advantage+ data, 2025).
• Reels ads grew 68 percent year over year in 2025. They now make up 24 percent of total Facebook ad inventory.
• UGC style ads outperform traditional brand ads by an average of 28 percent on CTR.
• Mobile first vertical creative (9:16 format) makes up 57 percent of top performing Facebook video ads.
• Shopping focused ad formats like Collection and Advantage+ Shopping Campaigns are the fastest growing spend category. They are up 41 percent year over year.