1.
SOCIAL ADVERTISING
BENCHMARK REPORT
Metrics from 1+ Trillion Facebook* Ad
Impressions Made Through Our Platform
*All trademarks, service marks, and trade names are the property of their respective owners.

2.
Paid media can be a critical enabler of a digital
marketing strategy, and when it comes to social
advertising, Facebook is a clear leader. Whatever the
size of your paid media budget, you can build
proprietary audiences with Facebook ads that
advance your journey toward 1:1 marketing.

3.
Overall Mobile Facebook Advertising Performance (Global)
Click-Through Rate
1.44%
Cost per Click
Social Advertising Benchmark Report
Cost per Install
$4.29
Cost per Thousand
Impressions
$5.01
$0.35
Conversion Rate
8.08%

4.
Mobile Facebook Advertising Performance by Quarter (Global in USD)
Click-Through Rate (CTR) Cost per Click (CPC) Cost per Thousand
Impressions (CPM)
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Overall Mobile Performance 2.14% 0.98% 1.42% 1.56% $0.20 $0.41 $0.34 $0.35 $4.33 $4.05 $4.79 $5.41
Conversion Rate Cost per Install
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Overall Mobile Performance 11.29% 9.54% 8.02% 7.70% $1.79 $4.33 $4.21 $4.51
Social Advertising Benchmark Report

5.
Facebook Advertising Performance by Quarter (Global)
Social Advertising Benchmark Report
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Overall Performance 0.18% 0.23% 0.27% 0.36% $0.17 $0.20 $0.22 $0.21 $0.31 $0.48 $0.59 $0.75

6.
Facebook Advertising Performance by Quarter: All Industries (US)
Social Advertising Benchmark Report
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
US TOTAL 0.09% 0.10% 0.12% 0.14% $0.22 $0.23 $0.23 $0.24 $0.19 $0.24 $0.26 $0.34
CPG 0.07% 0.10% 0.11% 0.20% $0.14 $0.11 $0.12 $0.11 $0.09 $0.11 $0.13 $0.21
Entertainment 0.45% 0.48% 0.31% 0.87% $0.16 $0.08 $0.16 $0.14 $0.72 $0.37 $0.48 $1.21
Financial Services 0.13% 0.16% 0.09% 0.17% $0.14 $0.17 $0.17 $0.12 $0.19 $0.27 $0.15 $0.21
Gaming 0.06% 0.06% 0.05% 0.05% $0.29 $0.33 $0.33 $0.45 $0.17 $0.19 $0.18 $0.24
Retail 0.30% 0.50% 0.30% 0.76% $0.19 $0.13 $0.09 $0.18 $0.57 $0.64 $0.26 $1.39
Non-Profit 0.09% 0.13% 0.18% 0.21% $0.37 $0.39 $0.30 $0.27 $0.32 $0.51 $0.55 $0.58
Technology 0.14% 0.11% 0.14% 0.23% $0.09 $0.14 $0.18 $0.19 $0.13 $0.15 $0.25 $0.46
Travel and Leisure 0.06% 0.07% 0.10% 0.09% $0.21 $0.21 $0.19 $0.29 $0.12 $0.14 $0.18 $0.26

7.
Facebook Advertising Performance by Quarter: All Industries (UK)
Social Advertising Benchmark Report
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
UK TOTAL 0.13% 0.16% 0.22% 0.27% £0.18 £0.21 £0.21 £0.21 £0.23 £0.33 £0.47 £0.56
CPG 0.21% 0.19% 0.23% 0.39% £0.13 £0.22 £0.21 £0.21 £0.28 £0.43 £0.48 £0.82
Entertainment 0.24% 0.47% 0.78% 0.51% £0.12 £0.11 £0.11 £0.11 £0.30 £0.51 £0.82 £0.56
Financial Services 0.17% 0.36% 0.40% 0.34% £0.31 £0.31 £0.32 £0.45 £0.53 £1.12 £1.27 £1.53
Gaming 0.14% 0.16% 0.12% 0.09% £0.18 £0.21 £0.19 £0.34 £0.25 £0.34 £0.22 £0.32
Retail 0.50% 0.14% 0.15% 0.53% £0.09 £0.14 £0.15 £0.21 £0.46 £0.20 £0.22 £1.13
Non-Profit 0.18% 0.17% 0.06% 0.17% £0.19 £0.17 £0.50 £0.30 £0.35 £0.28 £0.28 £0.51
Technology 0.85% 0.12% 0.94% 0.57% £0.10 £0.29 £0.33 £0.19 £0.87 £0.36 £3.09 £1.06
Travel and Leisure 1.74% 0.74% 2.01% 3.58% £0.08 £0.12 £0.13 £0.07 £1.40 £0.92 £2.54 £2.68

8.
Facebook Advertising Performance by Quarter: All Industries (EU)
Social Advertising Benchmark Report
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
EU TOTAL 0.09% 0.09% 0.10% 0.12% €0.16 €0.21 €0.20 €0.20 €0.14 €0.19 €0.20 €0.25
CPG 0.07% 0.10% 0.09% 0.16% €0.22 €0.24 €0.21 €0.17 €0.16 €0.23 €0.19 €0.28
Entertainment 0.15% 0.16% 0.21% 0.25% €0.15 €0.15 €0.17 €0.17 €0.23 €0.23 €0.34 €0.44
Financial Services 0.07% 0.11% 0.07% 0.07% €0.21 €0.22 € 0.31 €0.37 €0.15 €0.23 €0.21 €0.26
Gaming 0.09% 0.13% 0.11% 0.14% €0.22 €0.25 €0.20 €0.21 €0.18 €0.34 €0.23 €0.29
Retail 0.04% 0.08% 0.06% 0.10% €0.20 €0.17 €0.22 €0.19 €0.08 €0.14 €0.12 €0.19
Non-Profit 0.04% 0.08% 0.13% 0.12% €0.22 €0.26 €0.25 €0.25 €0.09 €0.22 €0.34 €0.30
Technology 0.06% 0.10% 0.17% 0.10% €0.22 €0.22 €0.16 €0.24 €0.13 €0.20 €0.27 €0.24
Travel and Leisure 0.08% 0.10% 0.19% 0.18% €0.26 €0.28 €0.28 €0.31 €0.20 €0.27 €0.53 €0.54

9.
Facebook Advertising Performance by Quarter: All Industries (APAC: AUS)
Social Advertising Benchmark Report
CTR CPC CPM
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
APAC: AUS TOTAL 0.14% 0.17% 0.37% 0.28% $0.33 $0.37 $0.27 $0.33 $0.47 $0.64 $1.01 $0.95
CPG 0.02% 0.01% 0.02% 0.01% $2.09 $2.63 $1.44 $1.72 $0.35 $0.38 $0.22 $0.23
Food and Beverage 0.21% 0.18% 0.86% 2.88% $0.39 $0.54 $0.27 $0.20 $0.83 $0.97 $2.29 $5.69
Health and Beauty 0.06% 0.03% 0.03% 0.09% $1.49 $0.62 $0.51 $0.72 $0.82 $0.20 $0.15 $0.64
APAC is still an emerging market for social advertising, resulting in a greater fluctuation in trends.

10.
Recommendations
• Look for ways that you can implement a social advertising strategy that includes
mobile and video for big gains in the coming year.
• Cookies are becoming less relevant. Agencies and advertisers should consider
greater investment in mobile ads and targeting platforms that reach customers
across devices.
• Advertisers should continue to look at the best ways to unlock customer data for
highly effective advertising. The time smartphone users spend on Facebook, along
with the high levels of mobile engagement on Twitter and LinkedIn, make these
platforms ideal to supercharge advertisers’ app installs and reengagement.
Social Advertising Benchmark Report

11.
About the Data
We extracted Facebook advertising
data covering more than one trillion
Facebook ad impressions by
ExactTarget Marketing Cloud
customers in 2013. We performed a
complete overhaul of our stats reporting
index to better account for consistent
advertising spenders throughout this
reporting period, adding further
advertising insights from third-party
studies as noted.
Social Advertising Benchmark Report

12.
THE SALESFORCE EXACTTARGET MARKETING CLOUD
SOCIAL ADVERTISING
BENCHMARK REPORT
*All trademarks, service marks, and trade names
are the property of their respective owners.
Metrics from 1+ Trillion Facebook* Ad
Impressions Made Through Our Platform
Want more?
Download the full report
at exacttarget.com/benchmark-2014/
social-advertising