Meta ads benchmarks,
every number sourced.

How to read any of these numbers.

Benchmarks answer one question well: is my account in the normal range, or is something structurally off? They answer nothing else. Used correctly they are a triage tool. Used badly they become a target, and optimizing to someone else's median is how accounts drift away from their own economics.

Five rules before you compare

• Match the conversion event. A $38.19 median CPA describes ecommerce purchases. Comparing your cost per lead to it tells you nothing.
• Match the objective. Traffic clicks average $0.70 and lead clicks $1.92 in the same dataset. Objective explains more variance than industry.
• Check the metric definition. CTR (all) runs roughly double link CTR. Platform ROAS is not blended ROAS. Every page here states what each source measured.
• Check the period. Q4 CPMs ran about 47% above the summer floor in Superads data. A November number judged against a July benchmark will always look broken.
• Prefer medians to averages. Ad metrics are heavily skewed by outliers, which is why Triple Whale, Superads, and Databox all publish medians. WordStream publishes averages. Both are stated per table.

One more thing benchmarks cannot see: your margin. The industry median ROAS of 1.86 is profitable for a 60% margin store and a slow bleed for a 35% margin store. Before comparing anything, run the breakeven calculator so you know which side of that line you are on.