Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
Compare cost benchmarks for Facebook advertising metrics.
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