See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Across all industries in the United States, Facebook Ads click-through rate (CTR) sustained a steady advantage over the global benchmark, with a classic winter dip, a spring rebound, and a pronounced late-year surge that peaked in October before cooling in November. The United States averaged 1.87% CTR over the last 13 months versus 1.82% globally, holding an above‑market position almost every month and finishing the period at parity. Volatility was moderate, with a few standout swings in early fall.
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 the United States compared to the global benchmark.
The period opens at 1.81% CTR in November 2024 and closes at 1.95% in November 2025—a gain of roughly 7.8%. The low arrived in February at 1.73%, followed by a steady climb through the summer and a decisive lift into October’s peak at 2.14%. From the February trough to the October high, CTR rose about 24%, underscoring a strong mid‑year momentum.
On average, U.S. CTR landed at 1.87%, ranging from 1.73% (February) to 2.14% (October). Key inflection points included:
Month‑to‑month volatility averaged about 0.06 percentage points, with the largest single move occurring in the October‑to‑November pullback.
The rhythm followed familiar seasonal patterns for CTR performance. Results softened into early Q1, reaching the February floor, then stabilized in spring. Summer maintained a consistent, gradual rise, and Q4 brought intensified engagement, culminating in an October peak before easing in November. The late‑year surge and immediate cooldown are consistent with elevated marketplace activity and shifting creative and audience dynamics typical of peak season.
The United States outperformed the global CTR benchmark in every month except November 2025, where both met at 1.95%. The U.S. averaged roughly 3% higher than the global level across the period (1.87% vs. 1.82%). The gap was narrowest at the end of the window (parity in November 2025) and widest in April on a relative basis, when the United States sat about 4% above the world (1.78% vs. 1.71%). In absolute terms, September showed the largest points lead (+0.08 points).
Both the United States and the global market bottomed in February (1.73% vs. 1.67%) and peaked in October (2.14% vs. 2.08%). The global trend posted a slightly larger year‑over‑year lift into November (+11%) than the United States (+8%), compressing the advantage late in the year. Volatility was comparable, with the United States slightly calmer (average monthly change ~0.061 points) than the global benchmark (~0.063 points).
In sum, Facebook Ads benchmarks show CTR for all industries in the United States running modestly above the global average, with a February low, a durable spring‑to‑summer build, and an October apex before a November reset. Understanding click‑through rate benchmarks and country‑specific ad costs alongside broader CPC trends and CPM analysis helps situate United States industry ad performance within global patterns.
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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