Facebook Ads Benchmark Analysis: Advertising landscape shifts in Q2

Will Ashton Nest Performance Team

Written by Will Ashton

19th July 2021

Q2 2021 has been an interesting quarter for ecommerce businesses advertising on Facebook. With Apple releasing the long-anticipated iOS 14.5 advertisers have had to pivot their strategies accordingly, whilst CPMs continued to rise due to increased competition.

CPMs rose most significantly in ROW markets as more advertisers employed cross border strategies, whilst Dynamic Ads for Broad Audiences and Stories also became more expensive. The good news, there is a lot of opportunity on the horizon.

The insights from our portfolio of ecommerce clients demonstrate that although the slow adoption and gradual impact of the iOS update appeared to decrease CVRs, there will likely be a measured positive impact on CVR as Facebook is now in the process of rolling out 7-day modelled click data within ad accounts.

In this analysis we identify the key trends that ecommerce advertisers encountered in the auction and benchmark critical Facebook performance metrics for retailers across different global markets. 

Download the report below for the full analysis.

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