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: United States click-through-rates ran a bit higher than the global benchmark across most of the 13-month window, showing steady momentum with two notable surges and a late-period narrowing of the gap. 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 United States compared to the global benchmark.
CTR in the United States started at 1.92% in July 2025 and finished at 2.17% in July 2026 — a roughly 12.7% lift from start to finish. The US median CTR averaged about 2.10% across the period, ranging from a low of 1.92% (July 2025) to a peak of 2.29% (April 2026). By contrast the global baseline averaged near 2.04%, rising from 1.87% to 2.34% over the same window — a larger overall climb (~25%) driven by a late spike in July 2026.
Month-to-month moves show modest but clear momentum: early-season stability (July–October 2025 around 1.92–2.04%), an uptick into year-end and early Q1 (December 2025 → February 2026 saw a rise to roughly 2.12–2.20%), and a pronounced high in April 2026 at 2.29%. Two sharper month-over-month jumps in the US occurred in December (≈+0.13 points) and April (≈+0.12 points), while most other months moved in more muted increments.
Volatility averaged about 0.057 percentage points month-to-month for the US CTR series — modest absolute swings relative to the 2.10% mean. The global series recorded higher average monthly movement (~0.08 points), largely influenced by a strong final-month baseline jump.
Rhythm in the data suggests cyclical pulses rather than a straight line. Late-year activity (December) showed an uplift rather than a soft trough, and engagement continued upward into early Q1 (January–February 2026). April delivered the clearest spike of the period, after which CTRs eased back toward mid-2% levels through early summer. Across the window the pattern reads as two peak moments (Dec and Apr) separated by steadier months — a cadence that highlights periodic competitive or seasonal pressure on CTR performance.
Across 12 of 13 months the United States sat above the global median — typically by modest absolute margins (around +0.04 to +0.12 percentage points). Early in the series the US exceeded global levels by roughly 3–5%; the gap widened slightly through spring, then inverted in July 2026 when the global baseline spiked and US CTR trailed by about 0.17 points (≈7% below that month’s global level). Overall, US CTRs were slightly above market on average (2.10% vs. 2.04%) and slightly less volatile than the baseline over the period.
Understanding Facebook Ads click-through-rate benchmarks for All industries in United States provides a data-rich lens on CTR performance, complements CPC trends and CPM analysis, and contributes to broader country-specific ad costs and industry ad performance comparisons.
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. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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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Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.
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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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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