Strong Top-Line Growth
Q4 total family of apps revenue was $58.9B, up 25% year-over-year; Q4 family of apps ad revenue was $58.1B, up 24% year-over-year (23% constant currency).
Large and Growing Daily Active User Base
Estimated more than 3.5 billion people used at least one family app daily in December, supporting engagement and ad monetization.
Ad Demand and Monetization Gains
Ad impressions increased 18% year-over-year and average price per ad rose 6% year-over-year, driven by improved ad performance and higher advertiser demand.
Product and Recommendation Improvements Driving Engagement
Q4 product optimizations produced a 7% lift in Facebook organic feed and video views; Facebook surfaced 25% more same-day reels quarter-over-quarter; Instagram grew original-content prevalence in the U.S. by 10 percentage points to 75% of recommendations.
Ad Quality and Conversion Enhancements
Consolidating models for Facebook surfaces drove a 12% increase in ad quality; a new runtime model across Instagram feed, stories, and reels resulted in a 3% increase in conversion rates in Q4.
AI Product Traction and Content Tools
Meta AI: daily actives generating media tripled year-over-year in Q4; nearly 10% of reels viewed daily are created in the Edits app (almost triple from prior quarter); AI dubbing supports 9 languages with hundreds of millions watching AI-translated videos daily.
Messaging and Business Solutions Momentum
Paid messaging on WhatsApp crossed a $2B annual run rate in Q4; click-to-message ads U.S. growth accelerated >50% year-over-year; business AIs achieved over 1M weekly conversations in early markets.
Strong Cash Generation and Liquidity
Free cash flow was $14.1B in Q4; cash and marketable securities totaled $81.6B against $58.7B in debt, providing capacity to fund infrastructure investments.