Audience Network
What is AN?
Meta Audience Network is an advertising placement that extends your Facebook and Instagram ads to third-party mobile apps and websites. When enabled, your ads can appear as banners, interstitials, native ads, or rewarded videos within apps outside of Meta own platforms. It uses the same targeting and optimization as your other Meta placements.
Example
You enable Audience Network in a conversion campaign. Your ad appears as a native banner within a popular weather app. The user taps the ad, visits your site, and makes a purchase. This conversion is attributed to your Meta campaign just like a Facebook Feed conversion, but at a 40% lower CPM.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| CPM | $2 – $6 | 40%–60% lower than Facebook Feed |
| CTR | 0.5% – 1.5% | Lower than core placements |
| Conversion Quality | Mixed | Some accidental clicks inflate CTR |
| Reach Extension | 10% – 20% | Additional reach beyond Meta apps |
40%–60% lower than Facebook Feed
Lower than core placements
Some accidental clicks inflate CTR
Additional reach beyond Meta apps
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Include Audience Network in Advantage+ Placements to let Meta decide when it adds value, rather than manually adding it.
- 2
Monitor your placement breakdown report to check if Audience Network conversions have similar quality to core placements.
- 3
Exclude Audience Network from brand awareness campaigns where ad environment and viewability matter most.
- 4
If using Audience Network, review the conversion lag, clicks from third-party apps may have longer paths to purchase.
Related Terms
Frequently Asked Questions About AN
Track Your AN in Real Time
Adship gives you a unified dashboard to monitor AN, optimize campaigns, and improve performance across Meta and TikTok.