Facebook doesn't pay a fixed amount per 1,000 views, and Meta publishes no rate card: in Content Monetization, pay depends on qualified views, watch time, engagement, where your viewers are and whether your content meets Meta's policies. The number that answers the question for your account is the Earnings rate in your dashboard, which Meta defines as approximate earnings per 1,000 qualified views, so the reliable answer comes from your own figures.
That is why this page has no table of averages. Estimates for Facebook published elsewhere vary widely and are mostly self-reported, and none of them is a Meta figure. Instead you will find what the metric measures, where to read it, and a worksheet that turns your own earnings and qualified views into a rate per format and per month. How the program works, including who gets invited, is in our Facebook Content Monetization guide, and the other earning tools are compared in how to make money on Facebook.
Why Facebook has no single rate per 1,000 views
Meta's own pages explain why a fixed rate cannot exist. Its March 2026 creator post says creators may earn more as watch time on a reel or story increases, that reactions, comments and shares help distribution, that payout can vary with the region where content is viewed, and that high-quality original content is more likely to be recommended and earn more. Its approximate earnings article adds that payouts move with views and watch time, with likes, comments and shares, with who is watching and from where, and with times of year that naturally see higher or lower engagement.
The program terms rule out simple arithmetic as well. The Creator Content Monetization Terms say earnings depend on metrics that can differ by content type and by offer, that the payout may not be linear, and that there may be no direct correlation between the number of plays a reel gets and the amount you receive. A rate per 1,000 views is therefore a description of what happened on your account, not a price Meta has set.
Views, qualified views and the earnings rate
Three dashboard metrics matter here, all defined in Meta's article on metrics for tracking earnings:
- Qualified views are views on your reels, stories, photos and posts that may be eligible to earn. The article's bullet list calls them eligible views while its description of post-level data says qualified view, so expect both labels in the dashboard.
- Earnings rate is approximate earnings per 1,000 qualified views, which Meta compares to RPM, and the metrics article says it only appears once earnings are greater than US$0.01.
- Non-qualified views are a breakdown of why views did not count, grouped under reasons such as earnings paused, restricted content and ineligible activity.
Meta reports these at two levels: for each post, and for your whole Page split by format into reels, photos, stories and text posts. Meta's approximate earnings article gives the routes: on a computer, open Meta Business Suite, click Insights and then Earnings; on a phone, go to the Professional dashboard of a Page or professional profile with ads turned on, tap the Monetization tab and choose Content monetization below Your programs.
One trap is easy to fall into: the earnings rate is built on qualified views, not the total views shown elsewhere in Insights. Divide earnings by total views and you get a smaller number, and the gap between the two results tells you how much of your audience never counted toward pay.
RPM worksheet by format
Fill this in for one closed period, such as last calendar month, copying approximate earnings and qualified views from the Page-level breakdown. Leave the calculated columns empty until both inputs for a row are in.
| Format | Approximate earnings (dashboard) | Qualified views | Your rate: earnings divided by qualified views, times 1,000 | Earnings rate shown by Meta | Total views (Insights) | Qualified share: qualified views divided by total views |
|---|---|---|---|---|---|---|
| Reels | ||||||
| Photos | ||||||
| Stories | ||||||
| Text posts | ||||||
| All formats |
- Choose a period that has already closed, so that late adjustments are less likely to shift the inputs while you work.
- Copy approximate earnings and qualified views for each format from the Page-level view, keeping the date range identical for every row.
- Calculate your rate and set it beside the earnings rate Meta shows; if they disagree, confirm both cover exactly the same dates before looking further.
- Add total views from Insights and work out the qualified share; a low share sends you to the non-qualified breakdown rather than to the rate itself.
- Flag any format with a reel under an ownership claim review, because Meta leaves its withheld views and earnings out of daily figures until the claim is decided.
- Repeat the sheet for the next period before drawing conclusions from the first.
Post-level comparison sheet
Page totals hide which posts carry the money. Because Meta's metrics article puts qualified views, earnings rate and the non-qualified breakdown on each individual post as well, you can rank posts by what each view earned rather than by how many views they collected. Pick your most-viewed and least-viewed posts of the month, plus a few in between, and compare them within the same format.
| Post (date and topic) | Format and length | Qualified views | Earnings rate | Largest non-qualified reason | Repeat, adjust or drop? |
|---|---|---|---|---|---|
| Post A | |||||
| Post B | |||||
| Post C | |||||
| Post D |
Look for patterns across several months before you change anything. A post with modest views and a high rate can be a better template than a viral one with a low rate, and a recurring non-qualified reason on one type of post may point to a fixable habit, such as reels that run short or reuse audio you do not own.
Month-over-month tracker
One month on its own says little, because Meta expects payouts to swing with seasons, audiences and distribution. Track the same inputs every month and add the final payout once it arrives: Meta's payouts page calls dashboard figures estimates that remain subject to adjustment, and says payouts are released around the 21st of the month after the earnings were made.
| Month | Approximate earnings | Qualified views | Earnings rate | Biggest non-qualified reason | Final payout after adjustments | What changed in your posting |
|---|---|---|---|---|---|---|
| Month 1 | ||||||
| Month 2 | ||||||
| Month 3 | ||||||
| Month 4 | ||||||
| Month 5 | ||||||
| Month 6 |
Read the tracker for movement rather than level. A rate that falls while qualified views climb could reflect a change in where your viewers are, one of the factors Meta names; a qualified share that falls while the rate holds steady points to the exclusions instead. Treat both as questions to check against what you posted that month, not as conclusions.
Reconciling estimates with what you are paid
The deposit that reaches your bank may not match the month's approximate earnings. Meta's payouts page says the final payout can come out higher or lower after reviews under its policies and program terms, that the payout breakdown in the Professional dashboard, payout settings or Meta Business Suite shows taxes, fees and adjustments, and that a balance below the minimum rolls over to the next payout. It also says one balance covers every monetization tool you use.
So when you fill the final payout column, take the Content Monetization line from the breakdown rather than the total deposit, and note any month where a carried-over balance or a Stars payment is mixed in. Otherwise a quiet month followed by a rolled-over payment will look like a sudden rise in your rate.
When your rate moves: reading the non-qualified breakdown
When the qualified share drops, Meta's breakdown says why. Four of its categories, listed in the March 2026 creator post, have outsized effects on the worksheet:
- Payout account not set up: earnings pause entirely, so both earnings and qualified views fall away until the account is finished.
- Earnings on hold for copyright review: the affected reel drops out of daily figures, and Meta's earnings article says withheld money you win back arrives in the payout for the period the claim is decided, which can make one month look unusually strong.
- Repeat views and watch time under five seconds, as Meta's post lists them: total views look healthy while qualified views lag, which lowers the share without touching the rate.
- You turned off monetization: any post with ads disabled stops counting at all.
For every exclusion and what to check before you post, use the qualified-view checklist in our Content Monetization guide.
Stars, Subscriptions and bonuses sit outside the rate
The earnings rate covers Content Monetization only. Stars pay per Star, at 1 cent from Meta for each one; Subscriptions pay per subscriber; and Creator Fast Track pays a set monthly amount. Keep each in its own column, or a strong Stars month will look like a jump in your rate per 1,000 views. Our Facebook Stars guide has a converter for that side, and the Creator Fast Track guide covers the bonus tiers.
Other platforms use the same idea under different rules. YouTube RPM vs CPM explains the distinction between what advertisers pay and what creators keep, and our TikTok RPM guide applies a similar worksheet to Creator Rewards.
Limitations of this worksheet
The worksheet describes earnings you have already made; it cannot forecast future ones. Meta defines the metrics but not the formula behind them, dashboard figures stay approximate until the payout is finalized, and Meta can change how qualified views are counted at any time. Your rate is specific to your account, audience and content, so setting it against figures quoted elsewhere tells you very little.
The definitions here come from Meta's help pages and creator blog as they read on October 1, 2026. This is general information, not financial or tax advice; for how earnings are taxed where you live, speak to a registered tax professional.