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October 2025 - September 2026
Benchmark observations based on the selected data
Headline: Consumer Goods click-through-rate (CTR) trends tracked below the global benchmark, with a clear mid‑season peak and a soft summer close. 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 Consumer Goods in All countries available compared to the global benchmark.
Across the 13‑month window (Jul 2025 → Jul 2026) Consumer Goods CTRs for All countries available started at roughly 1.87% (July 2025) and finished at about 1.73% (July 2026) — a net decline of ~7.2%. The monthly median CTR averaged ~1.81% for the Consumer Goods cohort, with a high of 2.04% in February 2026 and a low of 1.67% in August 2025. The full range was ~0.37 percentage points (about 21% of the mean), showing meaningful but measured swings.
By contrast the global baseline averaged ~2.04% over the same months, rising from 1.87% to a July 2026 peak of 2.34% (+25% vs July 2025). On average Consumer Goods CTR trailed the global benchmark by ~0.23 points, or roughly 11% lower. The narrowest month‑to‑month gap occurred in February 2026 (Consumer Goods 2.04% vs baseline 2.13%, ~4% below baseline); the widest gap appeared in July 2026 (1.73% vs 2.34%, ~26% below baseline).
Volatility measured as standard deviation was ~0.095 percentage points for Consumer Goods and ~0.129 points for the global baseline, indicating that absolute swings in the Consumer Goods series were about a quarter smaller than the global benchmark’s swings in this period.
The rhythm of the Consumer Goods CTR series shows a clear mid‑winter lift and a late‑spring to summer drift down. After a low in August 2025 (1.67%), CTRs climbed into year‑end stability (≈1.80–1.89% Oct–Jan) and peaked in February 2026 at 2.04%. From March onward there was a gradual pullback through spring into summer, settling near 1.73% by June–July 2026.
The baseline shows a steadier upward tilt through Q4 into early 2026 and a pronounced jump into July 2026 (2.34%), suggesting stronger seasonal pressure or marketwide shifts at that point. In the Consumer Goods series, the February peak and subsequent decline create a classic mid‑season rebound followed by a summer softening.
Viewed relatively, Consumer Goods CTRs in All countries available were consistently below the global benchmark across most months. On average the gap sat around −11% versus the baseline; month‑level gaps varied from about −4% at the tightest to nearly −26% at the widest. The global trend showed a stronger upward trajectory (+25% July→July) while the Consumer Goods trend was choppier and ended modestly lower (−7% July→July). Baseline CTRs also exhibited larger absolute swings (SD ≈0.13 points) compared with the Consumer Goods cohort (SD ≈0.10 points).
Understanding Facebook Ads click-through-rate benchmarks for Consumer Goods across All countries available provides a clear signal of timing and relative engagement versus broader market patterns. This CTR performance snapshot for Consumer Goods in All countries available sits alongside broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance insights, and country-specific ad costs as part of industry ad performance monitoring.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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