Social Ad Performance Metrics
Social Media Marketing Performance Benchmarks, Worldwide
Geography:
Overall
Social Ads
Facebook Ads
Snapchat Campaigns
by Social Network
Referral Share
by Industry
Facebook Ad CPC
Facebook Ad CPM
Facebook Ad CTR
Snapchat Completion Rates
Snapchat Snaps per Story
Geography:
Worldwide
 
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Social Ad Performance Metrics, Worldwide
TimeframeQ2 2017Q3 2017Q4 2017Q1 2018Q2 2018
Ad spending growth
40.0%
41.0%
39.0%
37.0%
40.0%
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Impression growth
1.0%
-7.0%
-5.0%
-9.0%
15.0%
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Click growth
33.0%
32.0%
73.0%
93.0%
94.0%
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Cost per click (CPC)
$0.32
$0.29
$0.29
$0.21
N/A
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CPC growth
6.0%
7.0%
-19.0%
-30.0%
N/A
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Cost per thousand (CPM)
$4.73
$5.31
$6.32
$5.58
$5.23
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CPM growth
39.0%
53.0%
47.0%
50.0%
22.0%
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Clickthrough rate (CTR)
1.5%
1.8%
2.2%
2.6%
2.7%
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CTR growth
31.0%
46.0%
85.0%
111.0%
69.0%
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Source: Kenshoo

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

Additional Note: growth represents year-over-year change

Methodology: Data is from the Kenshoo report titled "Q4 2017 Digital Marketing Snapshot." Data is based on more than 500 billion impressions, 14 billion clicks and $6.5 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.