Meta Ads Funnel Benchmarks 2026: Hook Rate, Landing Page View Rate, Add to Cart and Checkout Rates from 60 DTC Brands
Across the Meta ad accounts of 60 DTC brands, 8 January to 7 September 2026, the median brand's video ads held 30.5% of impressions for 3 seconds (hook rate), 84.5% of link clicks became landing page views, 15.2% of landing page views added to cart, 42.2% of carts reached checkout and 46.8% of checkouts became a purchase, compounding to 3.03 purchases per 100 landing page views. Source: MHI Meta Benchmarks, DTC, October 2026 edition, read from MHI Media's warehouse of client Meta ad accounts on 29 October 2026, data settled to 28 October 2026.
Every figure on this page is a median across the Meta ad accounts of 60 DTC brands, read from MHI Media's warehouse of client ad accounts on 29 October 2026 with data settled to 28 October 2026. Facebook and Instagram only. A brand is one client with all of its Meta ad accounts added together, included if it spent at least £3,000 (about $4,000) with at least 30 purchases in the 12 months to 28 October 2026 and the impressions archive matched at least 100,000 of its impressions and 500 of its link clicks. Each ratio is a sum over the window for one brand, each brand counts once, the median is the middle brand and the interquartile range (IQR) is the 25th to 75th percentile. Money figures across the benchmark set are USD at £1 = $1.3289 (multiply by 0.7525 for GBP); every figure here is a percentage. Method: the methodology on the benchmarks hub.
The funnel ratios come from the impressions archive, 8 January to 7 September 2026, the only window on this page. Across the benchmark set, CPA, ROAS, spend and purchases run to 28 October 2026; CTR, CPM, CPC and conversion rate exist for 8 January to 7 September 2026 only; frequency to 3 August 2026 only; placement 8 June to 13 July 2026 only. The events are Meta's own, reported through the pixel and the Conversions API under each account's default attribution. Each shop configures its add-to-cart and checkout events differently, so those steps are indicative, and purchases include view-through. Not measured: shop analytics sessions, blended or lifetime revenue, profit, repeat purchase, other channels.
What is the average hook rate for a Meta ad?
The median hook rate across the Meta ad accounts of 60 DTC brands was 30.5% between 8 January and 7 September 2026, with the middle half of brands between 23.2% and 35.4%, the bottom tenth under 16.5% and the top tenth over 40.8%.
| Measure | n | p10 | p25 | Median | p75 | p90 | Pooled |
|---|---|---|---|---|---|---|---|
| Hook rate | 60 | 16.5% | 23.2% | 30.5% | 35.4% | 40.8% | 28.9% |
| Video ad-day share of matched spend | 60 | 36.7% | 58.5% | 70.0% | 80.0% | 85.8% | 70.1% |
| Link CTR on video ad-days | 60 | 1.15% | 1.43% | 2.04% | 2.78% | 3.34% | 1.96% |
| Link CTR on non-video ad-days | 57 | 0.72% | 0.95% | 1.40% | 1.88% | 2.56% | 1.05% |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
Thirty percent is the line I hold a new video to. Under 23.2% is the bottom quarter of this sample, and I would redo the first three seconds before testing anything else on the ad. Video ad-days took 70.0% of matched spend and clicked at 2.04% against 1.40% on non-video days, so video carries most of the reach and clicks in the median account. One caveat: an ad-day counts as video if it logged a single 3-second view, so mixed-format ad sets blur the line. The hook rate guide covers reading and lifting the number; the video vs image benchmarks cover the format split.
Landing page view, add-to-cart, checkout and purchase rate benchmarks
For the median brand, 84.5% of link clicks became a landing page view, 15.2% of landing page views became an add to cart, 42.2% of carts reached checkout and 46.8% of checkouts became a purchase, compounding to 3.03 purchases per 100 landing page views and 2.44 per 100 link clicks (60 brands, 59 for checkout rate, 8 January to 7 September 2026).
| Measure | n | p10 | p25 | Median | p75 | p90 | Pooled |
|---|---|---|---|---|---|---|---|
| Landing page view rate | 60 | 59.4% | 75.2% | 84.5% | 90.3% | 93.6% | 76.6% |
| Add-to-cart rate | 60 | 4.2% | 8.0% | 15.2% | 23.6% | 31.2% | 18.9% |
| Checkout rate | 59 | 18.7% | 25.6% | 42.2% | 70.5% | 83.3% | 54.2% |
| Purchase rate | 60 | 26.1% | 37.0% | 46.8% | 61.9% | 85.4% | 30.3% |
| Purchases / landing page views | 60 | 1.21% | 2.24% | 3.03% | 3.94% | 4.81% | 3.10% |
| Purchases / link clicks | 60 | 0.78% | 1.42% | 2.44% | 3.15% | 4.19% | 2.38% |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
The top quarter of brands land over 90.3% of paid clicks; the bottom quarter lose a quarter or more before the page loads, and the bottom tenth lose over 40%. Add to cart runs from 8.0% to 23.6% across the middle half and checkout from 25.6% to 70.5%; some of that spread is real and some is how each shop fires its events, and I cannot separate the two from Meta's side. The pooled purchase rate of 30.3% sits well under the median of 46.8%, so the biggest spenders lose more people between checkout and payment than the typical brand. The 2.44% per link click is the hub's 12-month conversion rate. Site-side views of each step: landing page conversion, add-to-cart and checkout conversion benchmarks.
Hook rate and funnel benchmarks by vertical
Beauty and skincare had the highest median hook rate (38.0%, 8 brands) and add-to-cart rate (26.3% of landing page views), fashion the lowest hook rate (23.2%, 12 brands) and the highest checkout-to-purchase rate (55.9%), and health and wellness (other) the lowest landing page view rate (76.4%, 10 brands), 8 January to 7 September 2026.
| Measure | Beauty and skincare (8) | Fashion (12) | Health and wellness (other) (10) |
|---|---|---|---|
| Hook rate | 38.0% (33.3% to 40.6%) | 23.2% (13.4% to 29.3%) | 32.4% (27.7% to 34.9%) |
| Video ad-day share of matched spend | 79.7% (74.7% to 84.5%) | 60.1% (58.0% to 66.5%) | 75.0% (69.8% to 77.2%) |
| Link CTR on video ad-days | 2.63% (1.43% to 3.18%) | 1.79% (1.32% to 2.30%) | 1.89% (1.52% to 2.92%) |
| Link CTR on non-video ad-days | 1.23% (0.87% to 1.59%) | 1.38% (1.19% to 1.60%) | 1.07% (0.95% to 1.78%), 9 brands |
| Landing page view rate | 89.6% (87.0% to 90.9%) | 90.8% (81.1% to 92.3%) | 76.4% (74.0% to 89.8%) |
| Add-to-cart rate | 26.3% (9.2% to 38.0%) | 16.7% (12.1% to 19.1%) | 12.2% (3.5% to 16.7%) |
| Checkout rate | 45.3% (31.9% to 70.7%) | 29.4% (26.0% to 47.0%) | 46.6% (36.9% to 72.1%), 9 brands |
| Purchase rate | 39.5% (34.5% to 48.1%) | 55.9% (48.3% to 66.8%) | 45.9% (33.8% to 60.8%) |
| Purchases / landing page views | 3.75% (3.08% to 4.72%) | 2.71% (1.84% to 3.26%) | 3.03% (1.90% to 3.09%) |
| Purchases / link clicks | 3.45% (2.85% to 4.03%) | 2.51% (1.34% to 3.11%) | 1.85% (0.55% to 2.60%) |
Source: MHI Meta Benchmarks, DTC, October 2026 edition (benchmark cuts, 29 October 2026).
Beauty hooks best, which fits demo-led video with a face on camera, and gets a quarter of visitors into the cart, so its 3.75 purchases per 100 landing page views come from the ad and the product page together. Fashion hooks worst, with a middle half running down to 13.4%, and put the least into video ad-days (60.1% of matched spend against beauty's 79.7%); on site it gets 16.7% into the cart and 29.4% of those to checkout, then closes 55.9% of checkouts, which reads like size and style hesitation before checkout. Health and wellness loses about 24% of clicks before the page loads; there I would check redirects, consent banners and page weight before touching an ad, and the high bounce rate post has the checklist. For hook rate, treat your vertical's bottom quarter as the alarm line: under 33.3% in beauty, 13.4% in fashion, 27.7% in health and wellness. Fashion's pooled figures are withheld because one brand carried over half the group's matched spend.
What this means for your account
Start with the step furthest from its benchmark, because that is where the cheapest fix sits. If your landing page view rate is under 75.2% (the 25th percentile across 60 brands, 8 January to 7 September 2026), a quarter or more of your paid clicks never load the page: check mobile page speed, redirect chains, interstitials and consent banners, and confirm the pixel fires on the first page view. New creative cannot recover those clicks.
If your hook rate is under 23.2%, or under your vertical's 25th percentile in Table M2-2, the ad is the problem: rework the first three seconds and test one opener at a time. That is the work our video ads team does, and the Icy Bear case study shows how quickly new creative moves an account.
If hook and landing rates are typical but add to cart sits under 8.0% or checkout under 25.6%, the loss is on the site, after the ad has done its job: product page, offer, shipping and payment, and whether your cart and checkout events fire where you think they do. Above the 75th percentile on all four steps (35.4%, 90.3%, 23.6% and 70.5%), look at CPM and frequency next, which the benchmarks hub covers.
FAQ
What is the average hook rate for a Meta ad?
Across the Meta ad accounts of 60 DTC brands between 8 January and 7 September 2026, the median hook rate was 30.5%: 3-second video views divided by impressions on ad-days with at least one 3-second view. The middle half of brands sat between 23.2% and 35.4%, the bottom tenth under 16.5% and the top tenth over 40.8%. Beauty and skincare led at 38.0%, fashion trailed at 23.2%.
What is a good landing page view rate for Facebook ads?
The median landing page view rate (landing page views divided by link clicks) was 84.5% across 60 DTC brands between 8 January and 7 September 2026. The top quarter of brands landed over 90.3% of clicks and the bottom quarter under 75.2%, losing a quarter or more of clicks before the page loaded. Under 75.2% points to page speed, redirects or pixel setup rather than the ad.
What is a good add to cart rate from Facebook ads traffic?
The median add-to-cart rate from Meta traffic was 15.2% of landing page views across 60 DTC brands between 8 January and 7 September 2026, middle half 8.0% to 23.6%. Beauty and skincare had the highest median at 26.3% (8 brands), fashion 16.7% (12 brands) and health and wellness (other) 12.2% (10 brands). These are Meta's add-to-cart events, configured differently by each shop.
What are benchmark checkout and conversion rates for Meta ads traffic?
Across 59 DTC brands between 8 January and 7 September 2026, the median checkout rate (checkouts initiated divided by adds to cart) was 42.2%, middle half 25.6% to 70.5%, the widest spread of any funnel step. The median brand then converted 46.8% of checkouts to purchases (60 brands) and, end to end, recorded 3.03 purchases per 100 landing page views and 2.44 per 100 link clicks, Meta-attributed and including view-through.
Sources
- MHI Meta Benchmarks, DTC, October 2026 edition, MHI Media; hub post with methodology, 22 October 2026
- MHI Media warehouse of client Meta ad accounts, benchmark cuts edition, read-only extract 29 October 2026, data settled to 28 October 2026
- Meta Business Help Centre, Ads Manager metric definitions (video plays, link clicks, landing page views, adds to cart, checkouts initiated, purchases), Meta Platforms