Table - Global Facebook Advertising Performance Metrics By Industry

For overall Facebook ads served by industry, sports cost by far and away the most, at a CPM of $9.08. Publishing ranked as the second most expensive ad by this measure, with a CPM of $1.75, followed by telecommunications and general retail, tied for third at a CPM of $1.39 each.

Telecommunications and publishing garnered the highest CTRs, while sports, despite its high CPM price, came in at around the average for CTR. This could reflect ad purpose, however. While many industries serve ads on Facebook to create engagement, some still use the site for branding. Read the rest at eMarketer.