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Facebook Ads Conversion Rates: What You Should Expect

You’ve set up your Facebook ad campaign and are eager to see the results. But how do you know if your ads are actually working?

The answer lies in your conversion rate. This crucial metric tells you how many people took the desired action after seeing your ad.

A high conversion rate means your ad resonates with your target audience and drives them to take action. And a low conversion rate? Well, that’s a sign that something needs to change.

But what exactly is a good Facebook ads conversion rate? Read on to find out.

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Facebook Ads Conversion Rate: What Does It Mean?

Your Facebook ads conversion rate is the percentage of people who clicked on your ad and then took a desired action.

To calculate it, divide the number of conversions by the number of clicks on your ad, and then multiply by 100%.

For example, let’s say your ad got 100 clicks and ten conversions. Your conversion rate would be (10 / 100) x 100% = 10%.

What to Expect As Your Facebook Ads Conversion Rate

If you’re new to Facebook advertising, you might wonder what a “good” conversion rate looks like.

According to industry benchmarks, if you’re just starting with Facebook advertising, you can expect a conversion rate of around 2-3%.

But here’s the thing: that’s just a starting point. Your ideal conversion rate will depend on factors like your industry, product, and target audience.

You’ll need to continually optimise your ads and test different strategies to achieve top conversion rates. This can take time and money, but it’s essential if you want to get the best possible results.

And if you’re feeling overwhelmed or need some extra support, don’t hesitate to partner with a reputable Facebook ads agency. They can help you achieve higher conversion rates more quickly and efficiently.

What’s a Really Good Conversion Rate for Facebook Ads?

According to a report by Wordstream, the average conversion rate for Facebook ads across all industries is 9.21%. You’re doing well if your Facebook ads convert at around 10% or higher.

But what if you’re in an industry with a lower average conversion rate, like travel? Does that mean Facebook ads aren’t worth it for your business?

Not necessarily. It’s important to remember that conversion rates only tell part of the story.

A company in the travel industry might have a lower conversion rate, but they could be booking clients for much higher amounts than a company in the fitness industry.

Ultimately, the key metric you should focus on is your return on investment (ROI). If your Facebook ads generate a positive ROI, then they’re worth it, regardless of your conversion rate.

Factors That Affect Your Facebook Ads Conversion Rate

Your Facebook ads conversion rate is influenced by a variety of factors, including:

  • Ad relevance: Is your ad relevant to your target audience? If they do, they’re likely to convert. Make sure your ad copy and visuals speak directly to your audience’s needs and interests. Use language and imagery that resonates with them.
  • Landing page experience: Where do people go after clicking on your ad? If your landing page needs to match the message in your ad, people will bounce. Your landing page should be clear, concise, and optimised for conversions. Make it easy for people to take the desired action, whether purchasing or filling out a form.
  • Targeting: Are you targeting the right people? If you show your ad to people uninterested in your product or service, they won’t convert. So, use Facebook’s targeting options to reach people most likely to be interested in what you offer. Consider factors like age, location, interests, and behaviours.
  • Ad format: Different ad formats work better for different goals. For example, video ads are great for building brand awareness, while carousel ads are ideal for showcasing multiple products. Your best option is the ad format that best aligns with your campaign objective and target audience.
  • Call-to-action (CTA): Your CTA tells people what you want them to do next. If it’s unclear or uninspiring, people won’t take action. So, use a clear and compelling CTA that motivates people to click. Keep it short and action-oriented, like “Shop Now” or “Sign Up Today.”
  • Ad frequency: If people see your ad too often, they’ll start to tune it out. And if they don’t see it enough, they’ll forget about it. You should find the right balance by monitoring your ad frequency, adjusting your budget, and targeting as needed.

How to Track Your Facebook Ads Conversion Rate

You’ll need to set up conversion tracking to track your Facebook ads conversion rate. This involves placing a piece of code on your website that tells Facebook when someone takes a specific action, like making a purchase or filling out a form.

Here’s how to set it up:

  1. Go to your Facebook Ads Manager and click on the “Pixels” tab.
  2. Click “Create a Pixel” and follow the prompts to create your pixel.
  3. Add the pixel code to your website. You can do this manually or by using a plugin like PixelYourSite.
  4. Create custom conversions for the actions you want to track, like purchases or form submissions.
  5. Use the Facebook Pixel Helper browser extension to verify that your pixel is working correctly.

Once you’ve set up conversion tracking, you can see your conversion rate in your Facebook Ads Manager. Just go to the “Campaigns” tab and look at the “Results” column.

You can also use Facebook’s Attribution tool to see how your ads contribute to conversions across different devices and channels.

How to Improve Your Facebook Ads Conversion Rate

If your Facebook ads conversion rate is lower than you’d like, don’t worry. There are plenty of things you can do to improve it:

  1. Test different ad formats and creatives to see what resonates best with your audience. Try using different images, videos, and ad copy to see what gets the most engagement and conversions.
  2. Optimise your landing pages for conversions. Make sure they are clear, concise, and easy to navigate. Use compelling headlines, benefit-driven copy, and strong calls to action.
  3. Refine your targeting. Use Facebook’s targeting options to reach people most likely interested in your product or service. Consider factors like age, location, interests, and behaviours.
  4. Use retargeting to reach people who’ve already shown interest in your brand. Retargeting allows you to show ads to people who’ve visited your website or engaged with your Facebook page. These people are more likely to convert than cold audiences.
  5. Experiment with different bid strategies and budgets. Facebook offers a variety of bid strategies, such as the lowest cost or the target cost. Test different options to see what works best for your campaign. And feel free to adjust your budget as needed. Increasing your budget can help you reach more people and drive more conversions.
  6. Monitor your ad frequency and relevance score. If your ad frequency is too high, people will start to tune out your ads. And if your relevance score is low, your ad needs to resonate with your target audience.

The key is always to monitor these metrics and adjust your targeting and creatives as needed.

The Bottom Line on Facebook Ads Conversion Rates

Your Facebook ads conversion rate is a key metric to track and optimise. But it’s not the only one that matters.

You also need to consider factors like your cost per conversion, return on ad spend, and overall campaign objectives.

And remember, a good Facebook ads conversion rate is different for every business. Stay caught up in comparing yourself to others.

Instead, focus on improving your own performance over time. Use our tips and strategies to optimise your ads and drive more conversions.

With some patience and persistence, you’ll be well on your way to Facebook ads success.


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