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February 2025 - February 2026
Detailed observation of presented data
Consumer Goods CTR spent most of the year running below the global Facebook Ads benchmark, but momentum improved steadily into year‑end. From a soft April trough, engagement lifted through Q3, dipped in late summer, and then climbed to a new high in January 2026. Variance was noticeable—more month‑to‑month swing than the broader market—yet the category closed the period with faster cumulative growth than the global median.
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.
Across January 2025 to January 2026, Consumer Goods CTR averaged 1.68%, ranging from a low of 1.50% in April 2025 to a high of 1.92% in January 2026. The period began at 1.53% in January 2025 and ended at 1.92%—a 26% lift.
Key beats:
Month‑to‑month volatility averaged 0.09 points for Consumer Goods, showing a choppier rhythm than the global benchmark (0.06 points). Overall, the category’s range spanned 0.42 points—about 28% from trough to peak.
The category followed a recognizable seasonal arc. CTR softened through late Q1 into April, then rebounded as spring progressed (May–July). August marked the seasonal lull, with engagement returning in early fall, a brief pullback in November, and a stronger December. The fresh‑year pattern extended the rally, with January 2026 posting the cycle’s highest CTR.
This cadence aligns with broader platform dynamics: performance typically softens in late summer and can mix through Q4 as competition intensifies, with engagement often recovering around the holidays and into early Q1.
Against the global all‑industry benchmark, Consumer Goods was consistently below market each month:
For context, the global CTR range ran from 1.65% in February to 2.10% in December, with steadier month‑to‑month movement than Consumer Goods.
Taken together, these Facebook Ads benchmarks show CTR performance for Consumer Goods across all countries averaging 1.68%, trailing the 1.86% global median but gaining momentum into early 2026. Understanding click‑through‑rate benchmarks for Consumer Goods worldwide helps contextualize industry ad performance against global patterns and seasonality.
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.
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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.
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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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