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December 2024 - December 2025
Detailed observation of presented data
Consumer Goods CTR across all countries sat consistently below the global Facebook Ads benchmarks, yet it moved in near-lockstep with the broader market: a gentle lift into midyear, a late-summer dip, an October peak, and a November cooldown. The category’s CTR was also more energetic month to month, with bigger swings than the all-industry baseline. Standout moments included sharp gains in June and October and notable pullbacks in August and 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.
Across the latest 12 months (Dec 2024–Nov 2025), Consumer Goods CTR averaged 1.63%, starting at 1.47% in December and finishing at 1.70% in November—up roughly 16% over the period. The high point came in October at 1.80%, with the low in December at 1.47%, a range of 0.33 percentage points. Month-to-month movements were pronounced: average absolute change was 0.08 points, with the largest gains in June (+0.12) and October (+0.12), and the steepest dips in August (−0.12) and November (−0.10).
By comparison, the global benchmark averaged 1.82% over the same window, peaking at 2.03% in October and bottoming at 1.66% in February. Global volatility was more muted, with average monthly shifts of about 0.05 points. In other words, Consumer Goods CTR was about 10% below the global average, with choppier month-to-month dynamics.
The category entered the year at a low base (1.47% in December), lifting through February (1.59%) before easing in March–April (1.54% and 1.52%). Momentum rebuilt into early summer—May (1.59%), June (1.71%), and July (1.79%)—before an August pullback to 1.67%, a modest September rebound (1.68%), and the yearly high in October (1.80%). November softened to 1.70%, closing the period above the annual average but off the October high. This rhythm aligns with familiar dynamics: steadier engagement into midyear and a mixed Q4, where rising competition can lift impressions while click behavior grows more selective.
Consumer Goods CTR trailed the global benchmark throughout the period, but the gap narrowed and widened in distinct waves:
Trend-wise, the global benchmark rose by about 16% from December to November, while Consumer Goods advanced a similar ~16% but with sharper swings. The baseline’s climb from late Q1 through October was steadier; Consumer Goods mirrored the direction but registered a deeper August dip and a more pronounced October surge.
Taken together, these Facebook Ads benchmarks show CTR performance for Consumer Goods across all countries averages 1.63%—about 10% below the 1.82% global all-industry baseline—with a clear midyear build, an October high, and higher volatility than the market. Understanding click-through-rate benchmarks for the Consumer Goods industry across all countries helps advertisers evaluate category engagement patterns relative to global trends.
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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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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