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December 2024 - December 2025
Detailed observation of presented data
The story in the United States is one of consistent outperformance with a steady lift across the year. For all industries, Facebook Ads click-through rate (CTR) in the United States ran above the global benchmark every month, dipping into a winter trough before climbing to an October peak and easing slightly in November. Volatility remained contained, and the gap versus the world narrowed and widened with seasonality but never flipped negative.
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.
Across November 2024 to November 2025, United States CTR averaged 1.87%, compared with a 1.81% global average. The period opened at 1.81% (November 2024), slid to its low at 1.71% in February, then climbed to a high of 2.10% in October before settling at 2.05% in November 2025. From start to finish, that’s a +12.8% lift (1.81% to 2.05%), with a total swing of 0.39 points between the low and the peak.
Momentum came in waves. A three-month softening from November to February (-10%) gave way to a spring rebound in March (up 0.07 points). April eased slightly, then the market advanced almost uninterrupted from May through October. The sharpest monthly jump landed in October (+0.11 points versus September), followed by a modest pullback in November (-0.05 points), still well above midyear levels.
Volatility in the United States averaged 0.05 points in absolute month-to-month movement, below the 0.06-point global average, signaling a steadier path than the worldwide trend.
The rhythm tracked familiar seasonal patterns: softer engagement through late Q4 into February, a March lift, and a progressively stronger Q3. From May to October, CTR rose in five of six months, with only minor pauses, culminating in the October high. November eased but remained one of the strongest readings of the year, consistent with a market that often sees heightened competition late in the year but resilient engagement.
Globally, the pattern echoed the United States: a February low (1.66%) and an October high (2.04%), followed by a November step-down (1.96%). The United States mirrored that arc but with slightly higher levels and smoother month-to-month shifts.
The United States sat above market throughout the period, by roughly 2% to 4% each month. The narrowest gap arrived in August (+2.3% versus global), while the widest appeared in November 2025 (+4.4%). On average, the United States outperformed by 0.06 points, or about +3.3% relative to the global baseline.
Both trends improved year-over-year from November to November, but the United States rose a touch faster (+12.8% vs. +11.8% globally). Spread was similar across markets (about 0.39 points in the United States vs. 0.38 globally), yet the United States exhibited lower average monthly volatility, making its climb appear more orderly.
In short, Facebook Ads CTR performance for all industries in the United States outpaced the global benchmark with steadier month-to-month movement, a clear February trough, and an October high before a controlled November cooldown. Understanding Facebook Ads click-through rate benchmarks for all industries in the United States helps marketers evaluate engagement trends and compare performance to 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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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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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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