See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
June 2025 - June 2026
Detailed observation of presented data
The main story: click-through-rate (CTR) climbed from mid‑2025 into a winter peak, held a strong Q1–early Q2 run, then collapsed sharply in June 2026. The selected series mirrors the global benchmark exactly — there is no divergence between the market slice and the baseline. 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 available in All countries available compared to the global benchmark.
CTR began at 1.78% in June 2025 and ended at 1.48% in June 2026, a net decline of about 16.5% year‑over‑year. Across the 13 months the median CTR averaged roughly 1.96%. The high point was 2.18% in April 2026; the low point was the closing month, 1.48% in June 2026 — a swing of roughly 0.70 percentage points (≈47% relative difference between peak and trough).
Month‑to‑month moves were usually measured — single‑digit hundredths — until late spring 2026. Typical monthly changes were small (examples: +0.09 in Jun→Jul; +0.01 in Jul→Aug; +0.01 in Aug→Sep), with a steady lift through Q4 into early 2026 (Oct 1.97% → Dec 2.06% → Jan 2.12% → Feb 2.13%). Volatility, measured as average absolute monthly change, was about 0.11 percentage points; the standout event was May→June 2026, a 0.60 point drop (from 2.08% to 1.48%), which accounts for most of the year’s variability.
There is a clear seasonal rhythm: a build into Q4 and momentum that carries through Q1, with the series peaking in April 2026. The Q4 lift (Oct–Dec) shows a gradual rise from about 1.97% to 2.06%, followed by a winter plateau and a small secondary peak in February (2.13%). Early Q2 strength culminates in April’s 2.18% high. After that, a pronounced weakening begins in May and accelerates into a steep drop in June, producing the period’s lowest CTR.
Across the span, softer periods are concentrated at the endpoints: the early baseline month of June 2025 sits below the multi‑month average, and June 2026 marks a sharp end‑period trough. Midwinter months (Dec–Mar) sustain higher than average CTRs, creating a bimodal feel: a Q4→Q1 ridge and a late‑spring collapse.
Because the selected slice duplicates the baseline, the country/industry view tracks the global benchmark exactly — there is no persistent gap above or below market levels. The global trend showed the same steady rise into late winter (+~20% from June 2025 trough to April 2026 peak) followed by a sharp retraction in June. In relative terms, peak CTR in April was about 47% higher than the June trough; comparing start to finish, CTR fell ~16.5%. Volatility is moderate most months (~0.11 points) but became high in the final interval due to the June drop.
Understanding Facebook Ads click-through-rate benchmarks, CTR performance and CPC trends within CPM analysis across country-specific ad costs for All industries available in All countries available provides a clear picture of seasonal momentum and a dramatic late‑spring reversal in this period.
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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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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