See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
July 2025 - July 2026
Detailed observation of presented data
The main story is simple and stable: click‑through rates rose steadily across the period, and the selected market tracks the global benchmark exactly. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for All industries in All countries compared to the global benchmark.
CTR for All industries in All countries started at 1.8677% in July 2025 and finished at 2.3367% in July 2026 — a lift of about 25% from start to finish. Across the 13 monthly medians the high was 2.3367% (July 2026) and the low was 1.8677% (July 2025). The 13‑month average CTR rounds to roughly 2.04%.
Month‑to‑month movement was generally incremental early in the series (July → October saw small gains of a few hundredths of a point), then a stronger year‑end lift (November → December jumped ~0.14 points, about +7.1%). The first quarter of 2026 held around 2.08–2.13%, then April produced another notable uptick (+0.097 points). May and June eased back slightly, before a pronounced July 2026 spike of +0.314 points (+15.5% versus June). Volatility measured as average absolute monthly change was about 0.08 percentage points, driven primarily by the December and the final July moves.
Rhythm across the year shows modest seasonality. Q4 presented a brief softening in November (a small dip from October) followed by a year‑end rebound into December and early Q1 — a pattern consistent with elevated year‑end competition and then renewed engagement in the new year. Spring months displayed choppier movement: a clear uptick in April, then a decline across May and June, and a significant July peak. Those swings are visible in the monthly medians rather than extreme outliers; most months hovered close to the 2.0% mark.
Because the selected dataset is the aggregate “All industries / All countries,” its CTR performance is identical to the baseline global benchmark across every month — there is effectively a zero‑point gap between the selected and baseline series. In other words, industry ad performance and country‑specific ad costs reflected in these medians produce a mirror of the global trend: steady upward momentum of about 0.47 percentage points from the low to the high and an average near 2.04%.
Understanding Facebook Ads click‑through‑rate benchmarks for All industries in All countries adds a clear baseline for CTR performance and complements broader reads of CPC trends and CPM analysis when comparing industry ad performance and country‑specific ad costs.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. Why we use median instead of average We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Explore how different campaign objectives affect your CTR performance:
See how CTR varies across different geographic markets: