Facebook ads conversion rate

Advertising is crucial for almost every business. Facebook ads are one of the most effective advertising options, but can you know if your Facebook ad campaign brings your company a return on investment? You can track many KPIs to help you measure your ROI, like the average cost, click-through rate, and conversion rate. So let’s dive into that last one.


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What is Facebook ads conversion rate?

Facebook ads conversion rate is the percentage of link clicks to your website that resulted in a conversion from an ad on the social media platform Facebook (a purchase, webinar signup, or any other form of lead generation).

This metric is often measured alongside other ads KPIs, like average click-through rate (average CTR), cost per click (CPC), and impressions. These KPIs show how well your ad connects with your target audience and what conversion rate you achieve within the demographics you are reaching.

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How to calculate Facebook ads conversion rate

To calculate the Facebook advertising conversion rate, divide conversions from your Facebook ad by the total number of link clicks it received, then multiply by 100%.

Facebook ads conversion rate formula


Conversion rate = Number of conversions / Number of clicks on ad

What is a good conversion rate on Facebook ads?

According to Wordstream's Facebook Ad benchmarks, the average Facebook conversion rate for paid Facebook ads across all industries is 9.21%. So, following this conclusion, we could say that a high conversion rate for your Facebook Ads should be around 10% or more.

However, this number varies across sectors with different profit margins. Again, according to Wordtream, industries like real estate and fitness will generally get higher conversion rates. In contrast, industries like travel & hospitality, healthcare, and industrial services will have lower conversion rates than the average.

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What is a bad conversion rate on Facebook ads?

If you see a lower number than 9-10%, your strategies are worth looking into. Consider amping up your advertising platform strategies and reflecting on additional metrics in your Facebook ads manager to enhance your ad performance. Looking at other key metrics to give a better bird’s eye view is crucial. As previously mentioned, the percentage depends highly on the industry and other factors.

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Facebook ads conversion rate KPI examples & templates

Your Facebook ads metrics can be added to multiple different types of reports. Here are some of them:

See this KPI in action here!

Facebook Ads report template Facebook Ads report template

Track your Facebook Ads campaigns, optimize your performance, and display your Facebook Ads data with our comprehensive report template. Metrics include the cost per action (CPA), average conversion rate, ad costs, and ad spend.

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Social media report template Social media report template

Our social media report template has everything you need to get your marketing team started quickly: it’s pre-built with the standard social media metrics and KPIs you need, and it’s fully customizable so that you can visualize the data you want the way you want.

See this template live

Community management report template Community management report template

Track all your social media performance, and show your social media strategy results to your boss in no time! Spend less time reporting and more time growing your community with this all-in-one community management report template.

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Facebook ads conversion rate best practices

If you observe a low Facebook ads conversion rate and need to optimize your Facebook marketing budget, consider reading the following tips.

Facebook engagement rate best practices

step 1 icon Setup a Facebook Pixel

Facebook’s Pixel helps you optimize your ad for additional conversions, which is especially useful for e-commerce sites. It will help you reduce your conversion rate while accessing the right Facebook users through strategic ad placements and ad targeting options.

step 2 icon Split-test your ad

Rather than using only a few images for your ad campaign, consider using a higher total number to improve your digital marketing strategy. Use different ad copy, landing pages, visuals, or call to action (CTA) to see what works best with your audience.

step 3 icon Experiment with different formats

Video ads, for example, tend to cost less per view, so gaining video views in your campaign could reduce your conversion rate. You can also explore retargeting, which can help target people already interested in your offer.

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