Marketers around the world are increasing their spend on Facebook ads. With the competition growing, every conversion counts — and in today’s mobile-first world, those conversions are not always online. Below, we’ve compiled the top Facebook statistics you need to know to navigate today’s competitive landscape.
Facebook Has a Broad, Highly Engaged User Base
1. Facebook’s daily active users increased by 8% year over year from 2018 to 2019, reaching 1.59 billion. Monthly active users topped 2.41 billion (Source: Facebook).
2. 69% of all adults in the US use Facebook. Facebook’s user base continues to experience growth (Source: Pew Research Center).
3. On average, people access Facebook 8 times each day. Facebook users are highly engaged and frequently check their newsfeed (Source: LYFE Marketing).
4. 88% of users access Facebook on a mobile device. It is essential that you optimize your content and strategy for mobile (Source: Hootsuite).
5. Mobile app users spend, on average, 57 minutes per day on Facebook. This is more time than they spend on any other app, including music apps, news apps, shopping apps, social networks, and more (Source: Flurry Analytics).
Facebook Advertising Is Getting More Competitive
6. The average organic reach for a Facebook post is 6.4% of the page’s likes. Facebook’s algorithms have decreased the reach of organic posts — this means, to get more eyes on your content, you have to pay to boost it (Source: Hootsuite).
7. The average engagement rate for an organic Facebook post is 3.91%. Engagement is the best way to drive reach and posts with higher engagement are less expensive to promote (Source: Hootsuite).
8. 93% of social media marketers use paid Facebook ads. The second most popular social media platform, Instagram, is used by 73% of social media marketers (Source: Social Media Examiner).
9. 64% of social media marketers plan on increasing their Facebook ad activities next year. The competition on this platform will inevitably heat up as spend rises (Source: Social Media Examiner).
10. Facebook ad spend reached $25.56 billion in 2019. This was a 107% increase from 2016 (Source: eMarketer).
11. The average cost per action (CPA) for Facebook ads across all industries is $18.68. It’s now more expensive than ever to reach your audience on Facebook (Source: WordStream).
12. The average click-through rate (CTR) for Facebook ads is 0.9%. Legal services and retail have the highest CTRs of any industry, while finance and job training are among the lowest (Source: WordStream).
13. 26% of Facebook users who clicked on ads went on to make purchases. Marketers can increase their conversion rates with an optimized landing page and a seamless call experience, should the shopper choose to engage via a phone call (Source: Kleiner Perkins).
14. Facebook ads with titles that are 4 words perform the best. Facebook users have a short attention span as they scroll — advertisers should be concise and hook them right away (Source: Smart Insights).
15. Mobile advertising revenue represented 94% of Facebook’s advertising revenue in Q2 of 2019. This is a 3% increase from 2018 (Source: Facebook).
Facebook Ads Are Driving an Explosion of Phone Calls to US Businesses
16. Mobile Facebook and social ads drove over 36 billion calls to US businesses in 2019. Whether from click-to-call buttons or landing pages, consumers often place a call after engaging with social media ads (Source: BIA/Kelsey).
17. Calls influenced $1 trillion in US consumer spending in 2019. In our mobile-first world, calls are often the most convenient way for customers to convert (Source: BIA/Kelsey).
Phone Calls Are Often the Most Valuable Sales Conversions
18. Phone calls convert to revenue 10-15x more than web leads. Calls are the most valuable conversions Facebook advertisers can drive. By tracking the calls driven by your Facebook ads, you can measure your full ROI and optimize accordingly (Source: BIA/Kelsey).
19. Callers convert 30% faster than web leads. Calls provide a more immediate return on your Facebook ad investment (Source: Forrester).
20. Caller retention rate is 28% higher than web lead retention rate. Driving calls from Facebook ads is also more profitable in the long-term — callers are more loyal than web leads (Source: Forrester).
So, What Can You Do to Drive More High-Quality Calls From Your Facebook Ads?
- Target audiences based on country, state, ZIP code, or radius from your business — consumers want to call local businesses.
- Target smartphone users with your ads — they’re more likely to call.
- Track each caller from marketing source to sale and integrate that call data with Facebook, your CRM, and other digital advertising tools.
- Analyze conversations to measure caller intent, lead quality, call outcome, and agent performance.
- Retarget past callers with ads based on what happens on their calls — put your best callers in lookalike campaigns.
- Optimize for the ad messaging and audience targeting strategies that generate the most customers — online and over the phone.
Want to learn more Facebook advertising stats and tips? Download our infographic, Your Facebook Ads Are Calling.
Want to learn more Facebook advertising stats and tips? Download our infographic, Your Facebook Ads Are Calling.Download the Infographic