1.
THE LATEST DATA FOR FACEBOOK ADOPTION AND USE AROUND THE WORLD
FACEBOOK Q2 2022

2.
GLOBAL HEADLINES AND BENCHMARKS
HEADLINES FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA BY COUNTRY
FURTHER INFORMATION
REPORT CONTENTS

3.
The “potential audience” figures shown in this report use data published in Meta’s advertising resources, and represent Facebook’s potential
advertising reach. Meta‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published
ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not match
Facebook’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and legal restrictions
may mean that some active users are not shown any advertising on the platform during a particular reporting period. Conversely, audience
figures may not represent unique individuals. This is because some people may manage multiple accounts on the same platform,
and because some accounts may represent “non-human” entities such as businesses, pets, groups and organisations, buildings, locations,
and more, regardless of platform rules governing such accounts. Furthermore, despite their best efforts, it’s unlikely that platforms will be
able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising audience figures
to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see audience figures
that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve chosen to
publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please also
note that changes in audience figures over time may be the result of corrections in Meta’s source data due to methodology revisions or the
removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers.
IMPORTANT NOTES
!

4.
!
Due to the ongoing conflict in Ukraine, Meta’s advertising resources have not published any audience data for the Russian Federation
since February 2022, which may impact various figures across the company’s platforms. For reference, in January 2022, Meta’s
tools reported that Facebook ads reached 8.6 million users in Russia, while Instagram ads reached 63.0 million users in the country.
However, due to Meta’s revised reporting, we are currently unable to include any figures for Russia in the ad audience data that
we report for Facebook, Instagram, or Messenger. This has also had a negative impact on the global figures that we report for
each of these platforms. Furthermore, in Q4 2021, Meta made some important changes to how its self-service tools report the
potential advertising reach of its platforms, including a move to publishing audience figures as a range instead of as an absolute
number. Our analysis suggests that Meta also revised its base data at this time, resulting in some important corrections to published
audience figures for Facebook and Messenger. As a result, we are currently unable to provide any figures for year-on-year
changes in these platforms’ audiences, and we advise readers not to compare the advertising audience figures for Facebook
and Messenger contained within this report with figures published for those platforms in previous reports. For more information,
please read our complete notes on data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data.
IMPORTANT NOTES ON META’S AD REACH REPORTING

5.
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
CLICK HERE TO READ OUR DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
CLICK HERE TO READ OUR FLAGSHIP DIGITAL
2022 GLOBAL OVERVIEW REPORT, PACKED
WITH ALL THE NUMBERS YOU NEED TO MAKE
SENSE OF THE CURRENT STATE OF DIGITAL
EXPLORE OUR COMPLETE COLLECTION OF DIGITAL 2022 GLOBAL DATA

6.
DATAREPORTAL.COM/LIBRARY
FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

7.
GLOBAL HEADLINES

8.
9
58.7% 47.4% 66.8% 72.9%
2.94 37.0% +0.8% +2.9%
BILLION +24 MILLION +83 MILLION
90
TOTAL FACEBOOK MAU
vs. TOTAL INTERNET USERS
TOTAL FACEBOOK MAU
vs. POPULATION AGED 13+
FACEBOOK DAILY ACTIVE USERS
vs. MONTHLY ACTIVE USERS
FACEBOOK ADVERTISING REACH
vs. TOTAL FACEBOOK MAU
TOTAL MONTHLY ACTIVE
FACEBOOK USERS (MAU)
TOTAL FACEBOOK MAU
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN TOTAL FACEBOOK MAU
YEAR-ON-YEAR CHANGE
IN TOTAL FACEBOOK MAU
SOURCES: META’S INVESTOR EARNINGS ANNOUNCEMENTS AND ADVERTISING RESOURCES. NOTES: GENDER DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS, AND ARE BASED ON EACH
GENDER’S SHARE OF FACEBOOK’S ADVERTISING AUDIENCE. COMPARABILITY: USER FIGURES SHOWN ON THIS CHART REPRESENT MONTHLY ACTIVE USERS, AND ARE DIFFERENT TO THE FACEBOOK
ADVERTISING AUDIENCE FIGURES SHOWN ELSEWHERE IN THIS REPORT. SEE NOTES ON DATA FOR MORE DETAILS ON WHY ADVERTISING REACH DOES NOT EQUATE TO TOTAL MAU FIGURE.
GLOBAL OVERVIEW
FACEBOOK’S TOTAL MONTHLY ACTIVE USER BASE, BASED ON DATA PUBLISHED IN THE COMPANY’S INVESTOR EARNINGS REPORTS
FACEBOOK: MONTHLY ACTIVE USERS
APR
2022

9.
10
2,603 2,701 2,740 2,797 2,853 2,895 2,910 2,912 2,936
+3.8% +1.4% +2.1% +2.0% +1.5% +0.5% +0.1% +0.8%
APR JUL OCT JAN APR JUL OCT JAN APR
2020 2020 2020 2021 2021 2021 2021 2022 2022
SOURCE: META’S INVESTOR EARNINGS ANNOUNCEMENTS.
GLOBAL OVERVIEW
MONTHLY ACTIVE FACEBOOK USERS (IN BILLIONS), WITH RELATIVE GROWTH RATES OVER TIME
FACEBOOK MONTHLY ACTIVE USERS
APR
2022
DATAREPORTAL

10.
11
42.8% 34.6% 43.2% 56.8%
2.14 27.0% +1.5% [N/A]
BILLION +32 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
FACEBOOK: GLOBAL ADVERTISING AUDIENCE
APR
2022

11.
12
2.02 2.09 2.14 2.18 2.21 2.25 2.28
2.11 2.14
+3.3% +2.2% +2.2% +1.2% +1.8% +1.1% [N/A] +1.5%
APR JUL OCT JAN APR JUL OCT JAN APR
2020 2020 2020 2021 2021 2021 2021 2022 2022
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER
BASE. NOTE: STARTING FROM JAN 2022, FIGURES USE THE MIDPOINT OF PUBLISHED RANGES; FIGURES FOR ALL DATES PRIOR TO DEC 2021 ARE AS PUBLISHED IN META’S TOOLS. COMPARABILITY: META
SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES FOR DATES AFTER JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR DATES PRIOR TO DEC 2021,
OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. IN ADDITION TO CHANGES IN ACTIVE USER NUMBERS, FIGURES FOR GROWTH RATE OVER TIME MAY BE IMPACTED BY REVISIONS TO BASE DATA.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON FACEBOOK (IN BILLIONS OF USERS), WITH RELATIVE GROWTH RATES OVER TIME
FACEBOOK ADVERTISING REACH
APR
2022
SIGNIFICANT
BASE
DATA
REVISIONS
DATAREPORTAL

12.
13
2.4%
9.2%
12.2%
8.1%
5.2%
3.5%
2.8%
3.2%
13.2%
17.8%
10.6%
5.9%
3.3%
2.5%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS
BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF FACEBOOK’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
FACEBOOK: ADVERTISING AUDIENCE PROFILE
APR
2022
DATAREPORTAL

13.
14
11 PAKISTAN 44,850,000 28.2%
12 COLOMBIA 35,850,000 85.6%
13 U.K. 35,450,000 61.1%
14 TURKEY 34,400,000 50.4%
15 FRANCE 31,450,000 56.4%
16 ITALY 28,950,000 53.8%
17 ARGENTINA 28,600,000 78.8%
18 NIGERIA 27,750,000 20.9%
19 GERMANY 25,600,000 34.8%
20 PERU 24,950,000 94.3%
01 INDIA 339,750,000 31.0%
02 U.S.A. 180,100,000 63.8%
03 INDONESIA 130,900,000 60.4%
04 BRAZIL 116,550,000 65.7%
05 MEXICO 91,400,000 89.0%
06 PHILIPPINES 86,600,000 103.3%*
07 VIETNAM 70,650,000 89.6%
08 THAILAND 51,150,000 84.6%
09 BANGLADESH 47,450,000 36.5%
10 EGYPT 45,600,000 61.8%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. *NOTES: “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN “AS IS”, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA
AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES
FACEBOOK AD REACH RANKING
APR
2022

14.
15
11 VIETNAM 89.6% 70,650,000
12 MEXICO 89.0% 91,400,000
13 ARUBA 88.0% 80,750
14 QATAR 86.0% 2,250,000
15 GEORGIA 85.7% 2,800,000
16 ICELAND 85.7% 247,700
17 COLOMBIA 85.6% 35,850,000
18 BOLIVIA 85.4% 7,600,000
19 GREENLAND 85.1% 39,800
20 THAILAND 84.6% 51,150,000
01 MONGOLIA 107.0%* 2,600,000
02 PHILIPPINES 103.3%* 86,600,000
03 LIBYA 103.3%* 5,550,000
04 CAMBODIA 95.5% 12,000,000
05 MALTA 95.3% 369,350
06 PERU 94.3% 24,950,000
07 ECUADOR 93.0% 12,850,000
08 TONGA 91.3% 69,100
09 U.A.E. 90.9% 7,950,000
10 SAMOA 89.7% 122,750
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. *NOTES: “REACH vs. POP. 13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN “AS IS”, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS. ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA
AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH THOSE PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE FACEBOOK ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
FACEBOOK ELIGIBLE AD REACH RATE RANKING
APR
2022

15.
16
43.0% 57.0% 48.9% 51.1% 44.8% 55.2% 49.8% 50.2% 34.7% 65.3%
1.16 663.1 564.6 493.9 125.0
BILLION MILLION MILLION MILLION MILLION
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
FACEBOOK STORIES
POTENTIAL AUDIENCE THAT
MARKETERS CAN REACH
WITH ADS IN FACEBOOK
SEARCH RESULTS
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
FACEBOOK MARKETPLACE
POTENTIAL AUDIENCE THAT
MARKETERS CAN REACH
WITH ADS IN FACEBOOK
INSTANT ARTICLES
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
FACEBOOK REELS
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES.
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON FACEBOOK
FACEBOOK AD AUDIENCE BY PLACEMENT TYPE
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON FACEBOOK
FACEBOOK AD AUDIENCE BY PLACEMENT TYPE
APR
2022

16.
17
1.68 31.0% 17.0% 50.5% 1.5%
AVERAGE NUMBER OF
PAGE POSTS PER DAY
PHOTO POSTS’ SHARE
OF TOTAL PAGE POSTS
VIDEO POSTS’ SHARE
OF TOTAL PAGE POSTS
LINK POSTS’ SHARE
OF TOTAL PAGE POSTS
STATUS POSTS’ SHARE
OF TOTAL PAGE POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH
DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
POSTS OF EACH TYPE AS A PERCENTAGE OF ALL POSTS MADE BY FACEBOOK PAGES
SHARE OF FACEBOOK PAGE POSTS BY POST TYPE
APR
2022

17.
18
0.06% 0.10% 0.07% 0.03% 0.10%
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: ALL POST TYPES
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: PHOTO POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: VIDEO POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: LINK POSTS
AVERAGE FACEBOOK PAGE
POST ENGAGEMENTS vs.
PAGE FANS: STATUS POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND
SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT BENCHMARKS
APR
2022

18.
19
0.27% 0.18% 0.04%
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH FEWER THAN 10,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH 10,000 TO 100,000 FANS
AVERAGE FACEBOOK PAGE POST
ENGAGEMENT RATE: PAGES
WITH MORE THAN 100,000 FANS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND
SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
FACEBOOK PAGE POST ENGAGEMENTS (REACTIONS, COMMENTS, AND SHARES) AS A PERCENTAGE OF TOTAL PAGE FANS
FACEBOOK POST ENGAGEMENT COMPARISONS
APR
2022

19.
GLOBAL REGIONS

20.
21
43.4% 26.8% 40.4% 59.6%
242.2 17.3% +4.5% [N/A]
MILLION +10 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
AFRICA
APR
2022

21.
22
69.9% 69.8% 52.6% 47.4%
590.3 56.9% +0.9% [N/A]
MILLION +5.4 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE AMERICAS
APR
2022

22.
23
35.4% 26.5% 36.7% 63.3%
933.5 21.3% +2.2% [N/A]
MILLION +21 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ASIA-PACIFIC
APR
2022

23.
24
41.0% 42.7% 50.2% 49.8%
311.1 36.5% -2.0% [N/A]
MILLION -6.3 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
EUROPE
APR
2022

24.
25
32.3% 31.8% 30.1% 69.9%
64.23 23.9% +3.3% [N/A]
MILLION +2.1 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE MIDDLE EAST
APR
2022

25.
UN GEOSCHEME REGIONS

26.
27
58.4% 63.8% 54.5% 45.5%
201.3 54.0% +0.3% [N/A]
MILLION +650 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
NORTHERN AMERICA
APR
2022

27.
28
91.5% 83.3% 51.2% 48.8%
117.9 64.4% +2.1% [N/A]
MILLION +2.5 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
CENTRAL AMERICA
APR
2022

28.
29
43.4% 36.8% 50.4% 49.6%
12.91 29.4% +1.7% [N/A]
MILLION +216 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE CARIBBEAN
APR
2022

29.
30
75.7% 73.1% 51.9% 48.1%
258.2 59.1% +0.8% [N/A]
MILLION +2.1 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
SOUTHERN AMERICA
APR
2022

30.
31
42.8% 46.3% 51.5% 48.5%
78.88 40.1% +0.07% [N/A]
MILLION +52 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
WESTERN EUROPE
APR
2022

31.
32
54.6% 62.6% 53.5% 46.5%
56.96 53.2% +0.7% [N/A]
MILLION +420 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
NORTHERN EUROPE
APR
2022

32.
33
53.4% 52.6% 50.4% 49.6%
71.50 46.6% +1.1% [N/A]
MILLION +773 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
SOUTHERN EUROPE
APR
2022

33.
34
24.9% 25.2% 54.4% 45.6%
62.59 21.4% -11.0% [N/A]
MILLION -7.7 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
EASTERN EUROPE
APR
2022

34.
35
62.6% 56.3% 38.8% 61.2%
101.9 40.1% +3.0% [N/A]
MILLION +2.9 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
NORTHERN AFRICA
APR
2022

35.
36
31.9% 21.9% 38.3% 61.7%
57.28 13.6% +6.4% [N/A]
MILLION +3.4 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
WESTERN AFRICA
APR
2022

36.
37
29.7% 12.3% 39.3% 60.7%
14.03 7.4% +6.9% [N/A]
MILLION +905 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
MIDDLE AFRICA
APR
2022

37.
38
34.1% 14.0% 40.7% 59.3%
41.52 8.9% +6.4% [N/A]
MILLION +2.5 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
EASTERN AFRICA
APR
2022

38.
39
58.8% 53.4% 50.8% 49.2%
27.51 39.9% +2.5% [N/A]
MILLION +676 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
SOUTHERN AFRICA
APR
2022

39.
40
49.8% 48.4% 32.6% 67.4%
105.4 36.7% +2.2% [N/A]
MILLION +2.3 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
WESTERN ASIA
APR
2022

40.
41
10.5% 9.5% 42.4% 57.6%
5.32 7.0% +4.6% [N/A]
MILLION +234 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
CENTRAL ASIA
APR
2022

41.
42
50.7% 30.0% 24.7% 75.3%
456.8 23.1% +3.4% [N/A]
MILLION +15 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
SOUTHERN ASIA
APR
2022

42.
43
80.6% 74.8% 48.3% 51.7%
399.6 58.8% +1.3% [N/A]
MILLION +5.1 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
SOUTHEASTERN ASIA
APR
2022

43.
44
4.1% 3.5% 47.1% 52.9%
50.83 3.0% -0.2% [N/A]
MILLION -94 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
EASTERN ASIA
APR
2022

44.
45
65.4% 60.5% 52.2% 47.8%
21.00 48.1% +1.4% [N/A]
MILLION +285 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
OCEANIA
APR
2022

45.
LOCAL MARKET DATA

46.
47
45.6% [N/A] 56.9% 43.1%
68.2 27.7% +14.1% [N/A]
THOUSAND +8,400 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ABKHAZIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ABKHAZIA
APR
2022

47.
48
40.4% 14.5% 16.7% 83.3%
3.80 9.4% +2.7% [N/A]
MILLION +100 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AFGHANISTAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
AFGHANISTAN
APR
2022

48.
49
135.3% [N/A] 52.8% 47.2%
18.2 60.4% -0.3% [N/A]
THOUSAND -50 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ISLANDS
THE ÅLAND
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE ÅLAND ISLANDS
APR
2022

49.
50
52.3% 49.1% 37.8% 62.2%
1.20 41.8% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ALBANIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ALBANIA
APR
2022

50.
51
82.0% 71.0% 40.4% 59.6%
23.30 51.6% +3.8% [N/A]
MILLION +850 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ALGERIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ALGERIA
APR
2022

51.
52
123.6% 70.2% 53.5% 46.5%
29.8 54.1% +4.9% [N/A]
THOUSAND +1,400 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
SAMOA
AMERICAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
AMERICAN SAMOA
APR
2022

52.
53
52.4% 53.7% 52.2% 47.8%
37.2 48.0% +7.8% [N/A]
THOUSAND +2,700 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ANDORRA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ANDORRA
APR
2022

53.
54
20.8% 12.6% 42.3% 57.7%
2.60 7.5% +8.3% [N/A]
MILLION +200 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ANGOLA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ANGOLA
APR
2022

54.
55
72.2% 72.2% 52.8% 47.2%
8,950 58.9% 0% [N/A]
[UNCHANGED] [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ANGUILLA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ANGUILLA
APR
2022

55.
56
73.5% 68.9% 52.8% 47.2%
55.5 55.9% +1.7% [N/A]
THOUSAND +950 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BARBUDA
ANTIGUA &
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ANTIGUA & BARBUDA
APR
2022

56.
57
72.9% 78.8% 53.2% 46.8%
28.60 62.3% +0.7% [N/A]
MILLION +200 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ARGENTINA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ARGENTINA
APR
2022

57.
58
66.0% 61.6% 52.1% 47.9%
1.50 50.5% +7.1% [N/A]
MILLION +100 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ARMENIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ARMENIA
APR
2022

58.
59
77.3% 88.0% 53.2% 46.8%
80.8 75.1% +0.2% [N/A]
THOUSAND +200 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ARUBA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
ARUBA
APR
2022

59.
60
64.5% 70.4% 53.0% 47.0%
15.25 58.7% +1.7% [N/A]
MILLION +250 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AUSTRALIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
AUSTRALIA
APR
2022

60.
61
39.2% 41.7% 51.5% 48.5%
3.30 36.4% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AUSTRIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
AUSTRIA
APR
2022

61.
62
18.4% 19.6% 31.8% 68.2%
1.60 15.6% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AZERBAIJAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
AZERBAIJAN
APR
2022

62.
63
60.7% 64.2% 54.0% 46.0%
210.9 52.8% +0.9% [N/A]
THOUSAND +1,850 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BAHAMAS
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE BAHAMAS
APR
2022

63.
64
41.8% 49.2% 26.8% 73.2%
734.9 41.4% +3.0% [N/A]
THOUSAND +21 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BAHRAIN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BAHRAIN
APR
2022

64.
65
88.2% 36.5% 32.4% 67.6%
47.45 28.3% +6.2% [N/A]
MILLION +2.8 MILLION [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BANGLADESH
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BANGLADESH
APR
2022

65.
66
60.7% 57.7% 53.9% 46.1%
143.0 49.7% -0.7% [N/A]
THOUSAND -950 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BARBADOS
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BARBADOS
APR
2022

66.
67
9.3% 9.3% 61.2% 38.8%
744.5 7.9% +5.4% [N/A]
THOUSAND +38 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BELARUS
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BELARUS
APR
2022

67.
68
59.3% 65.2% 51.5% 48.5%
6.50 55.7% +1.6% [N/A]
MILLION +100 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BELGIUM
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BELGIUM
APR
2022

68.
69
110.1% 74.3% 50.9% 49.1%
229.5 55.9% +0.3% [N/A]
THOUSAND +650 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BELIZE
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BELIZE
APR
2022

69.
70
39.4% 18.1% 34.9% 65.1%
1.45 11.4% +11.5% [N/A]
MILLION +150 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BENIN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BENIN
APR
2022

70.
71
53.1% 61.0% 56.6% 43.4%
32.4 52.3% +0.5% [N/A]
THOUSAND +150 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BERMUDA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BERMUDA
APR
2022

71.
72
116.8% 78.9% 48.0% 52.0%
491.0 62.5% +3.2% [N/A]
THOUSAND +15 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BHUTAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BHUTAN
APR
2022

72.
73
106.1% 85.4% 47.7% 52.3%
7.60 63.6% -0.7% [N/A]
MILLION -50 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BOLIVIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BOLIVIA
APR
2022

73.
74
83.9% [N/A] 51.2% 48.8%
18.3 68.8% +3.1% [N/A]
THOUSAND +550 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
EUSTATIUS & SABA
BONAIRE, SINT
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BONAIRE, SINT EUSTATIUS & SABA
APR
2022

74.
75
57.9% 50.5% 48.9% 51.1%
1.45 44.6% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
HERZEGOVINA
BOSNIA &
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BOSNIA & HERZEGOVINA
APR
2022

75.
76
70.7% 63.4% 49.9% 50.1%
1.10 45.3% 0% [N/A]
MILLION [UNCHANGED] [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BOTSWANA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BOTSWANA
APR
2022

76.
77
66.6% 65.7% 53.4% 46.6%
116.6 54.2% +0.5% [N/A]
MILLION +550 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BRAZIL
O R D E M E P R O G R E S
S
O
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BRAZIL
APR
2022

77.
78
87.0% 79.0% 51.1% 48.9%
20.7 67.6% +0.5% [N/A]
THOUSAND +100 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
VIRGIN ISLANDS
THE BRITISH
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE BRITISH VIRGIN ISLANDS
APR
2022

78.
79
69.5% 81.4% 43.0% 57.0%
293.3 66.0% -1.8% [N/A]
THOUSAND -5,300 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
DARUSSALAM
BRUNEI
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BRUNEI DARUSSALAM
APR
2022

79.
80
68.2% 60.7% 51.4% 48.6%
3.65 53.2% +1.4% [N/A]
MILLION +50 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BULGARIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BULGARIA
APR
2022

80.
81
37.7% 17.1% 29.5% 70.5%
2.30 10.5% +12.2% [N/A]
MILLION +250 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
FASO
BURKINA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BURKINA FASO
APR
2022

81.
82
40.0% 10.0% 34.3% 65.7%
755.4 6.0% +3.4% [N/A]
THOUSAND +25 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
BURUNDI
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
BURUNDI
APR
2022

82.
83
78.5% 66.4% 48.9% 51.1%
286.8 50.6% +4.3% [N/A]
THOUSAND +12 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
VERDE
CABO
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
CABO VERDE
APR
2022

83.
84
89.0% 95.5% 44.6% 55.4%
12.00 70.1% +3.4% [N/A]
MILLION +400 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CAMBODIA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
CAMBODIA
APR
2022

84.
85
40.5% 24.2% 42.9% 57.1%
4.25 15.3% +3.7% [N/A]
MILLION +150 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CAMEROON
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
CAMEROON
APR
2022

85.
86
56.8% 63.7% 54.1% 45.9%
21.10 55.1% +1.0% [N/A]
MILLION +200 THOUSAND [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
CANADA
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
CANADA
APR
2022

86.
87
84.0% 80.4% 51.8% 48.2%
45.7 68.1% +1.7% [N/A]
THOUSAND +750 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
ISLANDS
THE CAYMAN
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE CAYMAN ISLANDS
APR
2022

87.
88
26.9% 4.5% 33.6% 66.4%
139.6 2.8% +6.4% [N/A]
THOUSAND +8,450 [BASE REVISIONS]
90
FACEBOOK AD REACH
vs. TOTAL INTERNET USERS
FACEBOOK AD REACH
vs. POPULATION AGED 13+
FEMALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
MALE FACEBOOK AD REACH
vs. TOTAL FACEBOOK AD REACH
TOTAL POTENTIAL REACH
OF ADS ON FACEBOOK
FACEBOOK AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN FACEBOOK AD REACH
YEAR-ON-YEAR CHANGE
IN FACEBOOK AD REACH
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AFRICAN REPUBLIC
THE CENTRAL
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON FACEBOOK
THE CENTRAL AFRICAN REPUBLIC
APR
2022