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Research Outline

Prepared for Tyler H. | Delivered November 26, 2019

CPM Beauty & Apparel

Goals

Gain information on the average Cost Per Thousand (CPMs) of e-commerce companies who advertise on Facebook & Instagram, with a focus on beauty and apparel verticals,

Early Findings


  • While there was no publicly available data on CPMs specific to beauty and apparel, the following related data on Facebook and Instagram advertising costs was available:
  • The average click-through rate (CTR) for Facebook ads is 0.90% (all industries).
  • The CTR for beauty was 1.16% and the CTR for apparel was 1.24%.  
  • The average cost per click (CPC) for Facebook ads is $1.72 (all industries).
  • The CPC for beauty is $.45 and for apparel is $1.81.
  • The average conversion rate for Facebook ads is 9.21%.
  • Beauty has a conversion rate of 7.1% and apparel has a conversion rate of 4.11%.
  • Facebook's average cost per action (CPA) is $18.68.
  • Beauty had an average CPA of $25.49, and apparel had a CPA of $10.98.