Marketing statistics: 850+ graded insights

69% of marketers say creator content performs better than other creative for paid ads

Performance of creator content versus other creative, by rating
Rating	Share of respondents (%)
Better	69%
About the same	26%
Worse	5%

57%

is the global average consumer receptivity to ads across media channels in 2025, up from 24% in 2020

Enterprise advertisers put 63.7% of their monthly Meta spend behind winning ads, against 23.0% at micro advertisers

Meta ads: share of monthly spend going to winners, mid-range and losers, by advertiser size (%)
Advertiser size	Losers (%)	Mid-range (%)	Winners (%)
Micro (<$10K)	31.5%	45.6%	23%
Small ($10K-$50K)	25.7%	39.7%	34.6%
Medium ($50K-200K)	18.6%	28.1%	53.3%
Large ($200K-1M)	17.1%	26.4%	56.5%
Enterprise ($1M+)	13.8%	22.4%	63.7%

Text-only assets had the highest hit rate of any asset type at 11.60%, ahead of product images with text at 8.75% and UGC at 7.56%

Asset types: hit rate (% of ads that became top performers)
Asset type	Winners — top performing ads (count)	Mid-range — average performing ads (count)
Text only	1,728	4,766
Product image with text	6,256	29,402
Lifestyle-product image	24	186
UGC	11,374	60,699
High production	2,653	15,812

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In 2026, CPM on Meta ads rose to $15.06 in the latest year, up from $13.30 in 2025

Overall Benchmarks for Meta Ads: Cost per thousand impressions (CPM) for Meta Ads, current vs prior 12-month period (USD)
Time period	CPM (USD)
Aug 2025 to July 2026	$15.06
Aug 2024 to July 2025	$13.3

More than half of ChatGPT ad impressions land in the first three turns

ChatGPT Ads: Share of ad impressions by conversation turn position (%)
Turn Position	Share of ad impressions (%)
1	28%
2-3	23%
4-6	16%
7-12	12%
13-21	9%
22+	12%

+112%

worldwide increase in ChatGPT ad click-through rate since launch

Non-brand search returned the highest median ROI of seven Google Ads campaign types, at 5.21x

Incremental ROI from marketing mix models by campaign type, with 95% CI of the median
Campaign Type	Number of models	Spend (USD)
Search Brand	85	$87,000,000
Search Non-Brand	60	$95,000,000
Performance Max	48	$66,000,000
Shopping	16	$68,000,000
Video / YouTube	14	$3,600,000

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The average lead-campaign cost per click dropped 6.25% in 2026, to $1.80

Facebook Ads Benchmarks 2026: Leads Objective: Average Facebook ad cost per click for lead campaigns by industry (USD)
Industry	Average cost per click (USD)
Arts & Entertainment	$0.88
Automotive (For Sale)	$2.01
Beauty & Personal Care	$2.97
Career & Employment	$0.73
Dentists & Dental Services	$5.7
Education & Instruction	$1.72
Furniture	$2.18
Health & Fitness	$1.84
Home & Home Improvement	$2.18
Industrial & Commercial	$1.55
Personal Services	$1.62
Physicians & Surgeons	$1.68

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Lead-campaign conversion rate on Facebook climbed 10.62% in 2026, to 8.54%

Facebook Ads Benchmarks 2026: Leads Objective: Average lead conversion rate for Facebook lead campaigns by industry (%)
Industry	Average conversion rate (%)
Arts & Entertainment	15.31%
Automotive (For Sale)	4.15%
Beauty & Personal Care	5.63%
Career & Employment	5.38%
Dentists & Dental Services	6.07%
Education & Instruction	15.87%
Furniture	5.66%
Health & Fitness	7.98%
Home & Home Improvement	5.32%
Industrial & Commercial	4.5%
Personal Services	6.61%
Physicians & Surgeons	6.41%

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ROAS of Meta Sales campaigns fell from 5.48 to 4.57 year over year: spend more than doubled ($62.9M to $151.8M) while purchase value only about doubled ($344.8M to $694.4M)

Return on ad spend (ROAS) for Meta Sales campaigns, 2025 vs 2026 (USD returned per $1 spent)
Year	Return on ad spend (USD per $1 spent)
2025	$5.48
2026	$4.57

of Meta ads reach winner status by scaling to at least 10× their account’s median spend in Q4 2025 – Q1 2026

Conversion rate for Meta ads dropped to 1.53%, down from 1.60% the previous year.

Overall Benchmarks for Meta Ads: Conversion rate (CVR) for Meta Ads, current vs prior 12-month period (%)
Time period	CVR (%)
Aug 2025 to July 2026	1.53%
Aug 2024 to July 2025	1.6%

Prompts that name a brand are much more likely to show an ad

ChatGPT Ads: Share of prompts naming a brand, split by whether a competitor ad appeared (%)
Outcome	Names a Brand (%)	Names No Brand (%)
An Ad Appeared	61%	39%
No Ad Appeared	36%	64%

48%

higher ChatGPT ad click-through rate in the first four conversation turns worldwide

2 to 5x

higher platform-reported ROAS ran than MMM-attributed outcomes in Cassandra's dataset, depending on channel

higher conversion rates when a search campaign has at least one negative keyword

Facebook lead campaigns had click-through rates ranging by industry, with highest figure at 4.18%

Facebook Ads Benchmarks 2026: Leads Objective: Average Facebook ad click-through rate for lead campaigns by industry (%)
Industry	Average click-through rate (%)
Arts & Entertainment	3.34%
Automotive (For Sale)	2.29%
Beauty & Personal Care	1.35%
Career & Employment	3.52%
Dentists & Dental Services	1.62%
Education & Instruction	1.74%
Furniture	3.78%
Health & Fitness	3.09%
Home & Home Improvement	2.14%
Industrial & Commercial	2.57%
Personal Services	2.24%
Physicians & Surgeons	4.18%

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Over six months the share of US commercial SERPs with a Google AI Overview rose 71% while the transactional share fell 5%

In 2026, Meta ads returned $1.88 of revenue per dollar spent this year, holding steady against $1.86 in 2025

Overall Benchmarks for Meta Ads: Return on ad spend (ROAS) for Meta Ads, current vs prior 12-month period (ratio)
Time period	ROAS (ratio)
Aug 2025 to July 2026	1.88
Aug 2024 to July 2025	1.86

Median cost per sale from Meta ads across all industries reached $38.99, up from $37.80 a year ago

Overall Benchmarks for Meta Ads: Cost per acquisition (CPA) for Meta Ads, current vs prior 12-month period (USD)
Time period	CPA (USD)
Aug 2025 to July 2026	$38.99
Aug 2024 to July 2025	$37.8

43%

of ad-eligible ChatGPT users in the US saw ads as of September 2026

3.29/5

was Seer’s average ad-to-response alignment score in its updated July 2026 ChatGPT ads pull

$66.69

was the average cost per lead for search ads in 2026, with a 6.64% click-through rate, $5.42 per click and an 8.18% conversion rate (LocaliQ client campaigns on Google and Microsoft Ads)

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