What is a good cost per Page like on Facebook?
Short answer
There is no official benchmark for a good cost per Page like. Meta calculates it as amount spent divided by Page likes, and the figure depends on your auction. Meta is also phasing out the Page like button, so these ads now promote follows.
What Meta says about Page likes ads
- Page likes ads reach people who may want to follow your Page, mainly to build awareness.
- You may see the goal as Get more Page likes or Get more Page followers.
- As the like button on Pages is phased out, these ads also promote follows.
- You set the audience, daily budget, duration and placements when you create the ad from your Page.
Why the metric has limits
A like or follow shows interest in your Page, not a purchase or an install. Old averages quoted online are not published by Meta and vary by country, audience and season, so treat any single number with caution.
What it means for app advertisers
For an app or game, Page likes rarely pay back. Use the App Promotion objective, which optimises for installs, app events or value, and judge spend on cost per install, cost per in-app event and cohort revenue.
See how we run Meta for apps and games on our Facebook ads agency page.
Related Meta (Facebook) questions
- Is $100 enough for Facebook ads?
- Are Facebook ads worth it?
- What's a good budget for Facebook ads?
- How much does Facebook pay per 1,000 views?