See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Global Facebook Ads benchmarks for click-through rate (CTR) showed a steady rise across the past year, with a clear second-half acceleration and a decisive December peak. The year opened soft, climbed through mid-year, and finished with the strongest engagement of the period—an arc that aligns with typical platform dynamics but with sharper-than-usual late-year momentum.
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 across all countries compared to the global benchmark.
Starting at 1.70% in December 2024, global CTR softened into early 2025 (1.69% in January and a low of 1.66% in February), then began a durable climb. The metric advanced to 1.74% in March, eased slightly in April (1.71%), and progressed again from May through August (1.77% → 1.81% → 1.90% → 1.94%). After a minor September dip (1.92%), CTR crossed the 2% threshold in October (2.03%), cooled in November (1.96%), and surged to a high of 2.23% in December 2025.
Across 2025, CTR averaged 1.86% (1.85% across the full 13-month window), spanning a 0.57-point range from the February low (1.66%) to the December high (2.23%)—a spread of about 34% relative to the trough. Seven of twelve months in 2025 posted month-over-month gains. Average month-to-month volatility was 0.07 percentage points, with the sharpest jump in December (+0.27 pp) and the steepest pullback in November (−0.08 pp).
From January to December 2025, CTR rose by 32%, underscoring consistent momentum that strengthened late in the year.
The rhythm followed familiar patterns: softer engagement in Q1, stabilization in Q2, and a pronounced lift through Q3 into Q4. Quarterly averages show the progression clearly:
H2 outpaced H1 by roughly 15% (1.99% vs. 1.73%), marking a meaningful step-up in CTR performance. October’s breakthrough above 2% reflected heightened user response before a brief November cool-down and a decisive December rebound to the period’s high.
Because this view aggregates all industries across all countries, the selected series is the global benchmark. The gap to “market” is effectively zero each month, and volatility matches the benchmark’s 0.07-point average. The global trend rose steadily (+32% from January to December), with the most significant monthly lift in December and the broadest gains concentrated in the back half of the year.
In summary, Facebook Ads CTR performance for all industries across all countries trended upward in 2025, with a clear H2 lift and a December peak at 2.23%. These Facebook Ads benchmarks provide a grounded view of CTR performance, complementing broader CPC trends, CPM analysis, and country-specific ad costs for evaluating global industry ad performance. Understanding click-through rate benchmarks for all industries worldwide helps contextualize engagement levels against the global pattern.
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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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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