See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Global Facebook Ads CTR performance moved from a soft Q1 to a stronger second half, culminating in an October spike before easing into November. The pattern shows a clear trough-to-peak climb, mild mid-year cooling, and a sharp Q4 inflection—hallmarks of seasonal momentum with moderate volatility. Because this view aggregates all industries across all countries, it mirrors 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 across all countries compared to the global benchmark.
The period opens at 1.75% CTR in November 2024 and closes at 1.95% in November 2025—an 11% lift year over year. The overall average across the 13 monthly medians is 1.82%. The low arrives in February 2025 at 1.67%, followed by a steady build to an August reading of 1.96%, a brief September dip to 1.93%, and a decisive jump to the annual high of 2.08% in October before normalizing to 1.95% in November.
Range over the period spans 0.42 points (1.67% to 2.08%), roughly 23% of the average level—moderate amplitude for engagement. Month-to-month volatility averaged 0.063 points, with the sharpest swing occurring from September to October (+0.151 points), followed by a pullback in October to November (−0.137 points). From the February trough to the October peak, CTR climbed about 25%, underscoring a persistent uptrend punctuated by a pronounced Q4 surge.
Seasonality shows through cleanly:
Comparing halves, January–June averaged 1.73%, while July–November averaged 1.96%—about a 13% improvement, reflecting the year’s upward momentum and the late-year lift.
Because the dataset aggregates all industries across all countries, the selected series is the global benchmark. Performance is at parity every month; there is no divergence above or below market. The pattern—soft Q1, steady climb into late summer, Q4 spike—matches the global rhythm exactly, and volatility is identical: average monthly absolute movement of 0.063 points with the widest swing in September to October.
These Facebook Ads benchmarks capture CTR performance across all industries and all countries, showing an average of 1.82%, a low of 1.67% in February, and a high of 2.08% in October, with an 11% lift from November to November. Understanding Facebook Ads click-through-rate benchmarks for all industries across all countries helps advertisers evaluate engagement trends and compare performance to global patterns, alongside broader CPC trends, CPM analysis, 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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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Explore how different campaign objectives affect your CTR performance:
See how CTR varies across different geographic markets: