See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
The global story in Facebook Ads benchmarks for click-through rate is a steady climb with a classic seasonal dip-and-rebound. Across all industries and all countries, median CTR began at 1.75% in November 2024, softened through early Q1, then lifted consistently into a late-year peak before easing slightly in November 2025. Volatility was present but measured, punctuated by an October spike. 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 worldwide compared to the global benchmark.
From November 2024 (1.75%) to November 2025 (1.96%), CTR advanced roughly 12%, signaling a broad improvement in engagement year over year. The period’s high arrived in October 2025 at 2.04%, while the low sat in February 2025 at 1.66%—a 0.38-point spread, or about a 21% swing relative to the average. Median CTR over the full window averaged 1.81%.
Month to month, the series moved in balanced steps—six increases and six decreases—yet the size of the gains outweighed the pullbacks. Average absolute monthly change was 0.06 points, with more pronounced movements in March (+0.07), July (+0.07), and October (+0.13). After the February trough, the market rebounded in March (1.73%), climbed through late spring (1.77% in May, 1.81% in June), and accelerated in Q3 (1.89% in July, 1.94% in August). The run peaked in October at 2.04% before settling to 1.96% in November.
Looking at halves, the first six months of 2025 averaged 1.73% (January–June), while July–November averaged 1.95%—a clear momentum shift of roughly 13%. From the February low to the October high, CTR rose about 23%, underscoring a strong late-year lift.
Seasonality followed familiar rhythms. Performance softened across late Q4 into early Q1 (December 1.69%, January 1.68%, February 1.66%), then rebounded in March and built gradually into summer. Q3 maintained elevated engagement, with August and September holding near or above the 1.90% line. October delivered the clearest spike at 2.04%, before a mild cooldown in November to 1.96%. These patterns align with typical platform dynamics: early-year softness, mid-year stabilization, and late-year intensity.
Because the selected scope aggregates all industries across all countries, it mirrors the global baseline one-to-one. The gap between the selected series and the global benchmark is effectively zero in every month. The trend itself is the reference point for country-specific ad costs and industry ad performance comparisons: a steady global rise (+12% YoY), a February low, and an October high, with modest month-to-month volatility (~0.06 points).
Understanding Facebook Ads click-through-rate benchmarks for all industries worldwide helps contextualize CTR performance against the global trend and frames how CPC trends and CPM analysis intersect with engagement levels across markets.
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.
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