Cost per click is spend divided by clicks. Like CTR, Meta reports it two ways, and cost per link click is the useful one.
How to calculate CPC
CPC = spend ÷ link clicks
It's also CPM ÷ (CTR × 1,000). That's why CPC moves when either CPM or CTR moves.
What's a normal CPC on Meta?
Across $27.1M in US Meta spend (mid-July to mid-October 2026), the median account paid $2.18 per link click. Consumer brands paid $2.07, apps and services $3.31.
Don't optimize for it
A cheap click isn't a cheap customer. In our data, high-CTR ads attracted clicks that converted worse. Judge ads on CPA and use CPC to explain it.
Full data: Facebook ads cost.
