Facebook Traffic Benchmarks for E-commerce 2025
E-commerce Traffic: 4.13% CTR (highest), $0.34 CPC (cheapest). Use for awareness; conversion campaigns for sales.
Meta Ads · Retail Ecommerce · Traffic
Benchmark metrics
| Metric | Value |
|---|---|
| CTR | 4.13% |
| CPC | $0.34 |
What the numbers mean
E-commerce traffic campaigns show extraordinary efficiency: 4.13% CTR (highest across all verticals) and $0.34 CPC (cheapest traffic you can buy). Product-focused ads with clear images drive clicks. But remember: traffic campaigns optimize for clicks, not purchases. The $0.34 CPC sounds great until you realize most clicks won't convert. Use traffic for awareness and content, conversion campaigns for sales. The efficiency here is useful for remarketing pool building and brand awareness.
Year-over-year change
Highest CTR, lowest CPC—cheapest traffic available
How to act on this
Use traffic campaigns to build remarketing audiences cheaply—$0.34 per potential retargeting target is valuable. Switch to conversion campaigns for actual sales despite higher CPC. Product-focused creative with clear images drives the 4.13% CTR. Consider Advantage+ Shopping for actual sales optimization.
Source: WordStream · 554 campaigns · 2025-06