What is a good CPM on Facebook and Instagram?

In the UK many accounts see £5 to £12 per 1,000 impressions. It rises in November and December and for narrow audiences. Judge CPM together with CTR and cost per result, not on its own.

What is a good CTR for Meta ads?

A link click-through rate of around 1% is normal; 2% or more usually means the creative and audience are working well.

How do I work out cost per result?

Divide what you spent by the number of results. With this calculator you can see how CPM, CTR and conversion rate each change it.

How much should I spend on Meta ads?

Meta suggests enough budget for about 50 results a week per ad set to leave the learning phase. Use the Budget for my results tab to see what that costs at your numbers.

Why do my results in Meta differ from my website?

Browsers and ad blockers stop some conversions being reported. The Conversions API sends them from your server, which makes results and ROAS more accurate.

Free tool

Free Meta Ads Calculator (Facebook and Instagram)

Work out what your Facebook and Instagram ads budget delivers: impressions, people reached, link clicks, results and cost per result. Or the budget you need for a number of results.

By Anthony McGrath · Updated 25 October 2026

Your numbers

Budget

For the period you are planning, such as a month.

Results you want

Purchases, leads or sign-ups.

CPM (cost per 1,000 impressions)

UK Meta CPMs are often £5 to £12.

Link click-through rate

0.8% to 2% is common.

Conversion rate

Share of link clicks that become a result.

Optional tweaks: frequency, landing page views, value, sales from leadsOptional

Add these to see reach, landing page views, revenue, ROAS and cost per sale.

Frequency

Times each person sees your ads. Gives reach.

Clicks that load your page

Landing page views ÷ link clicks. Slow pages lose more.

Value of one result

Average order value, or what a lead is worth. 0 to skip.

Leads that become sales

For lead ads. 100% for purchases.

Your results

Estimates for planning, based on the numbers you enter. Nothing you type leaves your browser.