See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Consumer Goods CTR performance across all countries spent most of the year tracking below the global all‑industry Facebook Ads benchmarks, yet with steadier momentum and a late‑year lift. The category started soft at the end of 2024, found its footing through mid‑2025, dipped in August, and closed with its strongest clicks in October–November. Despite underperforming the market in every month, Consumer Goods narrowed the gap at points and ultimately grew faster than the global curve from November to November.
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 across all countries compared to the global benchmark.
In short: Consumer Goods delivered a lower CTR level than the market but with a stronger end‑of‑year surge.
Typical end‑of‑year competition is visible in the baseline’s Q4 crest, while Consumer Goods mirrored the timing with a smaller amplitude, closing the gap modestly in late summer and widening it again by October–November.
Across all countries, Consumer Goods CTR underperformed the global benchmark every month, averaging about 10% below (1.64% vs. 1.82%). The gap was narrowest in February 2025 (−4% vs. global) and June–July (−5%), and widest in November 2024 (−14%) and August 2025 (−14%). While the global trend rose steadily (+16%), Consumer Goods advanced faster from a lower base (+21%) but remained below market levels. The gap widened from H1 to H2: H1 averaged 1.58% for Consumer Goods vs. 1.73% globally (−0.15 points), whereas H2 averaged 1.76% vs. 1.96% (−0.20 points).
This framing keeps the metric focus on CTR performance; while CPC trends and CPM analysis add cost context, the click‑through benchmarks show Consumer Goods engaging more cautiously than the all‑industry market across all countries.
Understanding Facebook Ads click‑through rate benchmarks for Consumer Goods across all countries helps marketers evaluate engagement trends, seasonal patterns, and how industry ad performance compares to the global baseline.
Insights & analysis of Facebook advertising costs
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 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app