Facebook Traffic Campaign Benchmarks 2025
Facebook Traffic: $0.70 CPC (down 9%), 1.71% CTR. Use for awareness only—conversion campaigns for outcomes.
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.
Source: WordStream · 554 campaigns · 2025-06