Follow me on X. @sangngqang
AdLibrarySpy
Log inStart free Open app

Monthly dataset · AdLibrarySpy index

Facebook ad statistics: 1,999,071 ads measured (September 2026)

In September 2026, online stores started 1,999,071 new Meta ads in the AdLibrarySpy index; 37.9% were video, ads that stopped ran a median of 18 days, the most common named discount was 50% off.

38 facts from 1,999,071 new ads, 2026-09-01 to 2026-09-30. Published ; frozen, so a quoted number never changes. Free to quote with a link (CC BY 4.0).

Download CSV

Volume and advertisers

  1. In September 2026, online stores started 1,999,071 new Meta (Facebook and Instagram) ads in the AdLibrarySpy index, from 201,103 advertising stores.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-new-adsLinkHow we measure

  2. Online stores started an average of 66,636 new Meta ads a day in September 2026 in the AdLibrarySpy index; the busiest day was September 30, with 165,722 new ads.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-ads-per-dayLinkHow we measure

  3. The median online store advertising on Meta started 2 new ads in September 2026, and one in ten started 21 or more (201,103 advertising stores in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-ads-per-advertiserLinkHow we measure

  4. 2,488 online stores (1.2%) started 100 or more new Meta ads in September 2026, and 40,591 (20.2%) started 10 or more, out of 201,103 advertising stores in the AdLibrarySpy index.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-advertisers-100-plusLinkHow we measure

  5. The top 1% of advertising online stores accounted for 25.4% of the 1,999,071 new Meta ads started in September 2026 in the AdLibrarySpy index.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-top-1-percentLinkHow we measure

Formats and placements

  1. 37.9% of the 1,999,071 new Meta ads online stores started in September 2026 were video, by Meta’s own format label (in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-video-shareLinkHow we measure

  2. Single-image ads were 28.8% of new Meta ads from online stores in September 2026 and carousels 3.3%, out of 1,999,071 new ads in the AdLibrarySpy index.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-image-carousel-shareLinkHow we measure

  3. Dynamic creative and catalogue (DPA) ads made up 29.8% of the 1,999,071 new Meta ads online stores started in September 2026 (21.5% dynamic creative, 8.3% catalogue, in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-dynamic-catalog-shareLinkHow we measure

  4. 99% of new Meta ads from online stores in September 2026 were set to run on Instagram and 98% on Facebook (1,999,071 ads with placements in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-placements-instagram-facebookLinkHow we measure

  5. 83.2% of new Meta ads from online stores in September 2026 included Threads as a placement, 68% Audience Network, 38.3% WhatsApp and 31.3% Messenger (1,999,071 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-placements-threads-whatsappLinkHow we measure

How long ads run

  1. Meta ads from online stores that stopped running in September 2026 had run a median of 18 days (214,483 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-median-run-lengthLinkHow we measure

  2. A quarter of the Meta ads from online stores that stopped running in September 2026 had run 58 days or longer, and one in ten 116 days or longer (214,483 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-run-length-p75-p90LinkHow we measure

  3. 36.9% of the Meta ads from online stores that stopped running in September 2026 ran less than 7 days (214,483 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-run-under-7-daysLinkHow we measure

  4. 40.4% of the Meta ads from online stores that stopped running in September 2026 had run 30 days or more, and 14.9% 90 days or more (214,483 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-run-30-90-daysLinkHow we measure

  5. Video ads from online stores that stopped running in September 2026 had run a median of 23 days, against 13 days for single-image ads (64,081 video and 98,198 image ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-video-vs-image-run-lengthLinkHow we measure

  6. Of the 3,767,581 Meta ads from online stores still running at the end of September 2026, 23.5% had been running 90 days or more and the median one 29 days (in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-running-90-plus-daysLinkHow we measure

Hooks, angles and offers (AI labels)

  1. The most common opening hook in new Meta ads from online stores in September 2026 was “Product intro” (21.5%), followed by “Benefit” (21.4%) and “Pain point” (18.9%), across 68,902 ads that AdLibrarySpy’s AI labeller judged with confidence.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-top-hooksLinkHow we measure

  2. Only 4.6% of new Meta ads from online stores in September 2026 opened with social proof such as reviews, ratings or customer counts (68,902 ads that AdLibrarySpy’s AI labeller judged with confidence).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-social-proof-hookLinkHow we measure

  3. The most common selling angle in new Meta ads from online stores in September 2026 was “Problem → solution” (21.7%), then “Identity & style” (20.3%) and “Health & wellness” (15.7%), across 67,345 ads that AdLibrarySpy’s AI labeller judged with confidence.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-top-anglesLinkHow we measure

  4. 33% of new Meta ads from online stores in September 2026 were written to make the sale now (conversion), 37.7% for consideration and 28.9% for awareness (69,297 ads that AdLibrarySpy’s AI labeller judged with confidence).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-funnel-stageLinkHow we measure

  5. 23.8% of new Meta ads from online stores in September 2026 put a deal in the ad text, most often a percentage discount (9.4% of ads), across 71,309 ads that AdLibrarySpy’s AI labeller judged with confidence.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-deal-in-ad-textLinkHow we measure

  6. 6.7% of new Meta ads from online stores in September 2026 used urgency, such as a deadline, limited stock or “today only” (72,028 ads that AdLibrarySpy’s AI labeller judged with confidence).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-urgencyLinkHow we measure

  7. The most common style of new Meta video ads from online stores in September 2026 was “Lifestyle film” (43.9%), then “Product demo” (21.8%) and “Talking head” (12.4%), across 2,861 video ads AdLibrarySpy’s vision model watched and judged with confidence.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-video-stylesLinkHow we measure

  8. UGC selfie videos were 10.2% of new Meta video ads from online stores in September 2026, and talking-head videos 12.4% (2,861 video ads in the AdLibrarySpy index judged with confidence).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-ugc-video-shareLinkHow we measure

Discounts and deals

  1. 8.7% of the 1,999,071 new Meta ads online stores started in September 2026 named a percentage discount in the ad text (in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-percent-discount-shareLinkHow we measure

  2. 50% off was the most common discount named in new Meta ads from online stores in September 2026: 19.2% of the 173,504 ads naming a percentage off used it (in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-most-common-discountLinkHow we measure

  3. The median percentage discount named in new Meta ads from online stores in September 2026 was 35% off, and 38.6% of those ads offered 50% or more (173,504 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-median-discountLinkHow we measure

  4. 3.9% of new Meta ads from online stores in September 2026 mentioned free shipping or free delivery in the ad text (78,662 of 1,999,071 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-free-shippingLinkHow we measure

  5. 0.9% of new Meta ads from online stores in September 2026 mentioned a buy-one-get-one (BOGO) offer in the ad text (18,430 of 1,999,071 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-bogoLinkHow we measure

  6. 0.1% of new Meta ads online stores started in September 2026 mentioned Black Friday or Cyber Monday in the ad text (2,707 of 1,999,071 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-black-friday-mentionsLinkHow we measure

Landing pages

  1. 43.8% of new Meta ads from Shopify stores in September 2026 linked to a product page, 20.5% to a collection page and 11.6% to the homepage (1,598,345 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-product-page-shareLinkHow we measure

  2. 14.6% of new Meta ads from Shopify stores in September 2026 linked to a custom /pages/ page, where Shopify stores host advertorials, quizzes and listicles (1,598,345 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-custom-page-shareLinkHow we measure

Niches

  1. Apparel stores started the most new Meta ads in September 2026, 582,446 (29.1% of all new ads from online stores), ahead of Beauty & Fitness (294,274) and Home & Garden (226,199), in the AdLibrarySpy index.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-top-niches-by-new-adsLinkHow we measure

  2. Apparel had the most online stores advertising on Meta in September 2026, 53,020 starting new ads, ahead of Home & Garden (26,456) and Beauty & Fitness (24,491), in the AdLibrarySpy index.

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-top-niches-by-advertisersLinkHow we measure

  3. Beauty & Fitness had the highest share of video among niches in September 2026: 45.3% of its 294,274 new Meta ads were video, against 37.9% for all online stores (lowest: Safety & Survival, 29.7%; in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-niche-most-videoLinkHow we measure

  4. Autos & Vehicles ads ran the longest among niches: those that stopped in September 2026 had run a median of 33 days, against 18 for all online stores (shortest: Health, 13 days; 5,672 ads in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-niche-longest-running-adsLinkHow we measure

  5. Science ads named a percentage discount most often in September 2026: 11.1% of its 6,514 new Meta ads, against 8.7% for all online stores (in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-niche-most-discountsLinkHow we measure

  6. Health stores launched the most ads each in September 2026: a median of 3 new Meta ads per advertising store (one in ten launched 34+), against 2 for all online stores (13,230 stores in the AdLibrarySpy index).

    Cite this: AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09#fact-niche-most-ads-per-storeLinkHow we measure

By niche

New Meta ads from online stores in September 2026, by the store’s niche. A blank cell has too few ads behind it to show.

NicheNew adsStoresMedian ads per storeVideoMedian days runName a % offLink to product pageAd playbook
Apparel582,44653,020334.6%1710.2%37.5%How they advertise
Beauty & Fitness294,27424,491345.3%199%49.5%How they advertise
Home & Garden226,19926,456240.2%239.1%46%How they advertise
Health219,61413,230338.5%138.3%49%How they advertise
Food & Drink101,95813,829238.8%187.1%38.4%How they advertise
Sports79,4929,835230.2%156.3%38.9%How they advertise
People & Society57,2136,595237.8%156.7%52%How they advertise
Pets & Animals54,6435,000337.9%1811%46%How they advertise
Arts & Entertainment45,1536,526235.1%187.7%35.6%How they advertise
Autos & Vehicles44,8816,769240.2%336.2%47.4%How they advertise
Toys & Hobbies43,3214,802238.7%199%46.3%How they advertise
Consumer Electronics39,8413,396340.4%168.6%53.5%How they advertise
Business & Industrial34,3655,171239.2%195.3%50%How they advertise
Computers27,3262,687234.9%246.6%47.6%How they advertise
Jobs & Education20,2093,592234.2%264.5%42.3%How they advertise
Gifts & Special Events19,5802,419235.2%196.7%48.1%How they advertise
Travel16,6672,446236.7%6.1%45.5%How they advertise
Books & Literature15,2392,060230.2%4.9%52.3%How they advertise
Games14,7651,971238.6%7.9%43.4%How they advertise
Safety & Survival12,860809229.7%7.9%33%How they advertise
Finance7,748617340.1%8.7%44.7%How they advertise
Science6,514714236.6%11.1%47%How they advertise

Every number here is a count of real ads. Open them: filter by niche, format, hook or offer, newest or longest-running first.

See the ads

Cite this edition

Each fact above has its own citation and link. The whole edition:

AdLibrarySpy, "Facebook ad statistics, September 2026", adlibraryspy.com/stats/2026-09

How we measure

  • Ads: Meta ads (Facebook, Instagram and Meta’s other placements) in the AdLibrarySpy index, read from Meta’s Ad Library, from online stores — advertisers whose site runs on a known e-commerce platform (Shopify, WooCommerce, Shopline and others) and is filed under a niche in the AdLibrarySpy taxonomy. Each ad is counted once. It is a count of the ads the index holds, not a census of every Meta ad.
  • New ads: ads whose Meta start date falls between 2026-09-01 and 2026-09-30. Advertising stores: stores with at least one new ad.
  • How long ads run: from Meta’s start date to the last day the ad was seen running. “Stopped in September 2026” = the last day seen running fell in the month, at least 3 days before its end (a more recent sighting counts as still running).
  • Formats: Meta’s own format label (video, image, carousel, dynamic creative, catalogue). Placements: the platforms each ad is set to run on.
  • Discounts and mentions: read from the ad text (headline and body). “Names a percentage discount” = text such as “50% off”; the named figure is counted (an “up to 70% off” counts as 70). Free shipping, BOGO and Black Friday are phrase matches.
  • Hooks, angles, funnel stage, offer type and urgency: an AI model’s reading of the ad text, counted only where it was confident (urgency: probability 0.8 or more). Video styles: a vision model watching each video. Labels are judgments of what an ad says, not measures of performance; ads without a confident label are left out of those shares.
  • Landing pages: Shopify stores’ new ads by the link’s path — /products/ = product page, /collections/ = collection page, / = homepage, /pages/ = a custom page.
  • Niches: the store’s top-level category. A niche is listed with at least 5,000 new ads from 500 stores, and any figure with too few ads behind it is left out, never estimated.
  • The edition is frozen when published (2026-10-29): the numbers on this page never change.

Name to cite: “Facebook ad statistics, September 2026”, AdLibrarySpy.

Black Friday 2026: the Q4 ramp in Facebook ads, week by week

New Meta ads from online stores each week, as of October 29, 2026 (a new week is added every Monday until Cyber Monday week; Black Friday is November 27, 2026). Our index grows as the crawler reaches more of Meta, so compare shares and ads per store rather than raw totals.

  • 1.3% of the 680,607 new Meta ads online stores started in the week of Oct 19–25, 2026 mentioned Black Friday or Cyber Monday in the ad text, against 0.1% in the week of Sep 7–13, 2026 (AdLibrarySpy index).
  • 11.5% of new Meta ads from online stores named a percentage discount in the week of Oct 19–25, 2026 (median 30% off), against 8.1% in the week of Sep 7–13, 2026 (AdLibrarySpy index, 680,607 ads).
  • Online stores advertising on Meta started 7.4 new ads each in the week of Oct 19–25, 2026, against 4.8 in the week of Sep 7–13, 2026 (AdLibrarySpy index, 92,365 stores).
WeekNew adsAds per storeName a % offMedian % offBundle / BOGO offer*Free shippingBlack Friday
680,6077.411.5%30%5%5.2%1.3%
840,8817.710.8%35%3.8%5%0.7%
938,8437.710.4%34%4.3%4.7%0.3%
958,6077.39.7%35%4%4.2%0.2%
585,05269.1%36%3.9%4.1%0.2%
433,4015.58.4%35%4%3.8%0.1%
316,3514.88.1%40%4.2%3.8%0.1%

Shares are of the week’s new ads; text columns are read from the ad copy. *Bundle / BOGO: share of the week’s AI-labelled ads whose offer the model judged a bundle or buy-one-get-one. Each week is frozen when computed.

What to do with these numbers: the Black Friday 2026 Facebook ads playbook.

Every edition

More from the index: how brands advertise, niche by niche, quick answers, the ecommerce ad landscape and the weekly report.