Meta Ads cost per link click
Facebook Ads Cost per Click (CPC) Benchmark for DTC Brands
As of Aug 2026 adtribute customer panel Next update: Monthly, once the previous month completes across the panel
The monthly median Meta Ads cost per link click across the DTC brands in our panel, from real Meta ad accounts rather than surveys or platform averages.
What is a good CPC for Facebook (Meta) ads? As of August 2026, the median Meta Ads cost per link click across the DTC brands in our panel is €0.93, down about 13 percent from €1.07 a year earlier. The middle half of these brands sits between €0.67 and €1.10.
Key takeaways
- Cost per link click is total Meta ad spend divided by link clicks, the clicks that take a shopper to the store, which makes it the Meta CPC that matters for e-commerce.
- As of August 2026 the median is €0.93, down about 13 percent from €1.07 a year earlier, with the middle half of brands between €0.67 and €1.10.
- Since January 2025 the median has ranged from €0.79 (January 2026) to €1.14 (November 2025), down about 4 percent over the full window.
- The series is a balanced panel from January 2025: the same brands in every month, so the line moves because the market moved, never because the panel changed.
The data
| Period | Lower quartile | Meta Ads cost per link click (median) | Upper quartile |
|---|---|---|---|
| Aug 2026 | €0.67 | €0.93 | €1.10 |
| Jul 2026 | €0.71 | €0.96 | €1.20 |
| Jun 2026 | €0.69 | €0.94 | €1.19 |
| May 2026 | €0.71 | €0.85 | €1.22 |
| Apr 2026 | €0.70 | €0.94 | €1.17 |
| Mar 2026 | €0.70 | €0.83 | €1.11 |
| Feb 2026 | €0.63 | €0.79 | €1.09 |
| Jan 2026 | €0.59 | €0.79 | €1.09 |
| Dec 2025 | €0.67 | €1.01 | €1.33 |
| Nov 2025 | €0.91 | €1.14 | €1.41 |
| Oct 2025 | €0.81 | €1.00 | €1.16 |
| Sep 2025 | €0.81 | €1.05 | €1.30 |
| Aug 2025 | €0.82 | €1.07 | €1.29 |
| Jul 2025 | €0.84 | €1.04 | €1.31 |
| Jun 2025 | €0.85 | €1.12 | €1.29 |
| May 2025 | €0.91 | €1.11 | €1.66 |
| Apr 2025 | €0.82 | €1.08 | €1.41 |
| Mar 2025 | €0.82 | €1.03 | €1.38 |
| Feb 2025 | €0.77 | €1.05 | €1.38 |
| Jan 2025 | €0.69 | €0.97 | €1.41 |
By industry
Latest month, same methodology, each computed from its own balanced panel.
| Segment | Aug 2026 | vs all industries | vs a year earlier |
|---|---|---|---|
| All industries | €0.93 | - | ▼ -13% |
| Beauty & personal care | €1.29 | +39% | ▲ +7% |
| Fashion & accessories | €0.85 | -9% | ▼ -11% |
| Health & nutrition | €1.02 | +10% | ▼ -14% |
| Home & living | €0.75 | -19% | ▼ -26% |
What this means for e-commerce and DTC brands
Media plans start from assumptions about what traffic costs, and most brands only know their own numbers. If your click prices sit above the band, your targeting or creative is buying expensive traffic, and if your costs rise in line with the benchmark, the market moved rather than your account. Read it together with conversion rate and blended CAC to see where in the funnel acquisition costs are made.
What this benchmark does not tell you
CPC measures the price of a click, not its quality. Link clicks exclude likes, comments and profile clicks, so this CPC is higher than the "CPC (all)" figure Meta shows by default. The panel reflects adtribute's customer base, which skews toward growth-stage direct-to-consumer brands.
Frequently asked questions
What is a good CPC for Facebook ads?
For the DTC brands in our panel, the median Meta cost per link click is €0.93 as of August 2026, down about 13 percent from €1.07 a year earlier, and the middle half of brands sits between €0.67 and €1.10. By industry, the median ranges from €0.75 in home & living to €1.29 in beauty & personal care. A good CPC is one your conversion rate can carry: cheap clicks that do not buy are not a saving.
What is the average CPC for Facebook ads?
The median across our panel is €0.93 per link click, computed per brand as total Meta spend ÷ link clicks. Link clicks only count clicks that leave Meta for the shop, so this figure is higher than the "CPC (all)" Meta shows by default, which also counts likes, comments and profile clicks.
Why is my CPC so high on Facebook?
CPC is CPM divided by click-through rate, so it rises when impressions get more expensive or when fewer people click. Compare both against the benchmarks: the median Meta CPM is €10.54 and the median link CTR 1.26 percent. A CPM in line with the market and a low CTR points at creative and offer, a high CPM points at audience, category or season.
What is the average Facebook ads CPC by industry?
Latest medians: home & living €0.75, fashion & accessories €0.85, health & nutrition €1.02, beauty & personal care €1.29. Differences in CPM and click-through rate between categories explain most of the spread. The all-industries median is €0.93.
What does a Facebook click cost per order?
Divide CPC by your conversion rate. At the median CPC of €0.93 and the median shop conversion rate of 2.31 percent, an order from that traffic costs roughly €40.26 in media, before any order from organic or repeat traffic. Paid social traffic often converts below the shop average, so treat this as a floor.
Where does this benchmark come from, and how often is it updated?
It is aggregated from the connected ad accounts, first-party tracking and Shopify orders of a subset of adtribute customers, all direct-to-consumer brands. The panel is balanced, the same brands in every month since January 2025, so the line moves because the market moved, not because the panel changed. Only medians and quartile bands are published, never a single brand's value, and the series updates every month.
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