See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Across all industries worldwide, Facebook Ads click-through-rate (CTR) moved from a soft start to a clear upswing, tracing a familiar pattern: a Q1 dip, a spring rebound, persistent summer strength, and an October high before a modest November cooldown. Excluding a clear outlier in December 2025 (a 60% reading that reflects a reporting spike rather than market behavior), the year’s story is a steady lift with manageable volatility and a tight band of performance between 1.66% and 2.03%. 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.
The series begins at 1.70% in December 2024 and edges lower through February 2025 (1.66%), the year’s low. Momentum then turns: March rebounds to 1.74%, and CTR climbs in six of the next eight months, peaking at 2.03% in October before easing to 1.98% in November. From December 2024 to November 2025, CTR rose roughly 16%. Over the same span, the median CTR averaged 1.82%, with the corridor running 1.66% (February) to 2.03% (October). The single largest month-to-month gain came in September to October (+0.11 points), while the sharpest pullbacks were modest and brief: January (−0.02), February (−0.02), April (−0.03), September (−0.02), and November (−0.05).
Volatility was contained: the average absolute month-to-month move was 0.05 points, indicating steady conditions with occasional tailwinds rather than abrupt swings. Against the 1.82% annual average, February tracked about 9% below trend while October stood roughly 12% above it. Four months — August (1.94%), September (1.92%), October (2.03%), and November (1.98%) — sat at or above the 1.90% mark, highlighting a strong late-year run.
Note on data: December 2025 prints at 60.00% — an anomalous spike. For clarity, summaries and averages reference December 2024 through November 2025, where values align with normal Facebook Ads benchmarks for CTR.
Seasonality came through cleanly. CTR softened through January and February, then turned upward in March and built through the spring (Q2 average ~1.76%). Summer held the gains with a higher plateau (Q3 average ~1.92%), followed by an October crest at 2.03% and a slight step back in November (1.98%). This rhythm — Q1 softness, mid-year strength, and elevated late-year engagement — is consistent with broad platform patterns, even as country-specific ad costs and dynamics are aggregated in this global view.
Because this series represents all industries across all countries, it is the global benchmark. As such, the gap to “global” is zero each month. The trend rose steadily (+16% from December 2024 to November 2025), and volatility averaged 0.05 points monthly — by definition identical to the worldwide pattern.
In sum, Facebook Ads CTR performance for all industries worldwide averaged 1.82% across December 2024–November 2025, with lows near 1.66%, highs at 2.03% in October, and a steady build through the year. Understanding Facebook Ads click-through-rate benchmarks for all industries worldwide helps marketers evaluate performance and compare results to global patterns in a consistent, aggregated context.
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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