Ad Benchmarks

One advertiser is counted as one ad account on one platform. A company with three ad accounts counts three times, and each client account of an agency counts on its own.

Every advertiser has the same weight whatever it spends, since the median is taken over one value per ad account.

A campaign is any campaign that spent money in the period. One that ran across several months counts once.

Meta Ads numbers cover every placement together: Facebook, Instagram, Messenger, Threads, WhatsApp and Audience Network. They are not split by placement, so there is no separate Facebook or Instagram number.

Google Ads numbers cover every campaign type together, unless a campaign type is picked in the platform menu.

TikTok Ads numbers keep website, app and Shop results separate. With a country picked, CPM, CPC and CTR are available, but cost per result is not.

LinkedIn Ads shows delivery metrics and video views, including country breakdowns. Conversion and cost per result benchmarks are not available yet.

For each advertiser, the period's totals come first, then the ratio. CPM is spend divided by impressions, times 1,000. CPC is spend divided by clicks. CTR is clicks divided by impressions, as a percentage.

Cost per result divides the advertiser's whole ad spend in the view by the number of that result. The spend of every campaign goes in, whatever each campaign was optimised for.

LinkedIn video views are period totals per advertiser. Only advertisers with reported video views enter that comparison; the count depends on their advertising volume.

Then the median, the 25th and the 75th percentile are taken across advertisers. When a percentile falls between two advertisers, the value is interpolated between them.

The advertiser count differs per metric. CPC only counts advertisers that reported at least one click, and a cost per result only counts advertisers that reported that result. Open a row to see how many advertisers are behind it.

Every amount is in US dollars. Spend reported in another currency is converted with that month's average exchange rate. An advertiser with a month that cannot be converted is left out of the whole period.

There is no minimum spend and no outlier rule, so an account with $50 of spend has the same weight as one with $50,000. Every campaign type counts, unless Search, Performance Max or Display is picked for Google Ads.

• Advertisers who reported no impressions in the period.
• Advertisers whose reported spend cannot be converted to US dollars for a month of the period.
• Any number with fewer than 10 advertisers behind it.
• For one cost per result, advertisers who reported the same result under two different events, since it could be counted twice.
• Outbound CTR on Google and TikTok, which is not reported.
• Three result types, which are not shown: content views, messaging conversations and direction requests.

A number is published only when at least 10 advertisers are behind it, and a country or industry is listed only when at least 10 advertisers have results for it. Below that, nothing is shown.

The advertiser and campaign counts are rounded down, so the page never gives an exact count.

No advertiser, account, campaign or ad is named, on this page or in the filters.

A month is a calendar month, from its first day to its last. Each month is counted in the advertiser's own time zone. The default view is the last month that has ended. A running month or year includes the days reported so far.

A year adds up each advertiser's months first, then takes the median across advertisers, so it can differ from the average of the twelve monthly medians.

The comparison with a year earlier uses the same month one year before. For the running year, it uses the same months one year before.

A past year is listed only when the data covers it from January 1, and a month only when it is covered from its first day. The oldest month listed is November 2024.

Country follows each platform's reported location breakdown. LinkedIn uses member location; its demographic figures can be approximate and omit low-volume rows. With a country picked, only the data each advertiser reported for that country is used.

Industry is how the advertiser describes its own business. An advertiser counts in its industry and in every broader industry above it: a business software company counts under Business Software and under Software & Digital Services.

A country or industry is listed only when at least 10 advertisers have data for it on the picked platform.

Countries include United States, Canada, United Kingdom, Australia, New Zealand, Germany, France, Netherlands, Ireland, Spain, Italy, Austria, Poland, Brazil, India, Singapore, Thailand, Indonesia, Vietnam, Türkiye and more.

Industries include Construction & Property, Manufacturing & Industrial, Retail & Commerce, General & Department Retail, Apparel & Fashion Retail, Beauty & Personal-Care Retail, Real Estate, Property Development, Professional Services, Advertising, Marketing & PR, Software & Digital Services, Business Software, Media & Entertainment, Education & Training, Professional Training, Healthcare & Life Sciences, Consumer & Personal Services, Specialty Trades, Furniture, Home & Garden Retail, Accommodation, Food & Travel, Financial & Insurance Services, Legal Services, Design & Creative Agencies, Medical Clinics & Practices, Veterinary Care.

A country or industry is offered when at least 10 advertisers are behind it. The filters at the top of the page list all of them for each platform.

The published totals change as advertisers report results. A month can keep moving for a few weeks after it ends as more results are reported.

Past months are never frozen. A number you read today can be slightly different next month, as more advertisers report results for it.

Use the Share or cite button above the numbers: it gives a link that reopens the exact view, a ready citation and a chart image. Add the date you read it, since a number can change later.

The link carries the platform, the period and the filters, so it keeps pointing at the view you quoted.