eMarketer Pro
Social Ad Performance Metrics
Social Media Marketing Performance Benchmarks
Overall
Social Ads
Facebook Ads
Pinterest Ads
Snapchat Campaigns
Twitter Ads
by Social Network
Referral Share
Social Ad CPM
Metrics, by Device
Social Ad Conversion Rates
Social Ad CTR
Share, by Device
Social Ad Clicks
Social Ad Conversions
Social Ad Impressions
Social Ad Spending
by Industry
Facebook Ad CPC
Facebook Ad CPM
Facebook Ad CTR
Snapchat Completion Rates
Snapchat Snaps per Story
by Campaign Objective
Facebook & Instagram Ads
Twitter Ads
by Day of Week
Snapchat Story Share
 
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Social Ad Performance Metrics, Worldwide
TimeframeQ2 2016Q3 2016Q4 2016Q1 2017Q2 2017
Ad spending growth
47.0%
45.0%
64.0%
41.0%
40.0%
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Impression growth
4.0%
16.0%
37.0%
14.0%
1.0%
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Click growth
21.0%
40.0%
79.0%
45.0%
33.0%
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Cost per click (CPC)
$0.33
$0.30
$0.35
$0.32
$0.35
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CPC growth
21.0%
3.0%
-8.0%
-2.0%
6.0%
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Cost per thousand (CPM)
$3.62
$3.77
$4.36
$3.96
$5.02
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CPM growth
41.0%
25.0%
20.0%
24.0%
39.0%
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Clickthrough rate (CTR)
1.1%
1.3%
1.2%
1.3%
1.4%
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CTR growth
17.0%
21.0%
31.0%
27.0%
31.0%
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Source: Kenshoo

Note: represents activity on the Kenshoo platform, broader industry metrics may vary

Methodology: Data is from the Kenshoo report titled "Q2 2017 Digital Marketing Snapshot." Data is based on more than 500 billion impressions, 13 billion clicks and $6 billion in advertiser spending across search and social platforms worldwide. Kenshoo has over 3,000 clients across 20 vertical industries and 60 countries that advertise on Baidu, Bing, Facebook Audience Network, Google, Yahoo, Yahoo Japan and Yandex ad networks for all device and OS types. Outlier data has been excluded. Kenshoo is a software company that engineers cloud-based digital marketing solutions and predictive media optimization technology.