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January 2025 - January 2026
Detailed observation of presented data
Globally, Consumer Goods CTR spent the year playing catch-up to the broader market: consistently below the all‑industry benchmark but steadily building momentum into year‑end. The category started soft in January, found its footing through mid‑year, dipped in late summer, then rallied to a December high. Movements were a touch choppier than the global curve, with notable swings in August, October, and December shaping the story.
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.
CTR performance for Facebook Ads in Consumer Goods averaged 1.66% across all countries in 2025, versus a 1.84% global average. The year opened at 1.53% in January and closed at 1.82% in December, a 19% lift from start to finish. The low point came in April (1.52%), while December marked the annual high (1.82%).
Month-to-month movement traced a clear rhythm. After a tentative Q1, the category climbed from May (1.59%) to June (1.71%, +0.12 points) and peaked in July (1.79%) before a sharp August pullback (1.66%, −0.13). A fresh rise into October (1.80%, +0.12 from September) gave way to a November dip (1.69%, −0.11) and the strongest finish of the year in December (1.82%, +0.13 from November). On volatility, Consumer Goods averaged 0.08 points of absolute monthly change—about 26% more volatile than the global benchmark’s 0.07.
Looking at halves, H1 averaged 1.58% while H2 averaged 1.74%, a 10% second‑half uplift. The global benchmark rose more, from 1.72% in H1 to 1.96% in H2 (+14%).
The year began unevenly: a brief February uptick gave way to March–April softness. Momentum strengthened through Q2, a common mid‑year pattern as engagement settles after early‑year troughs. Q3 was mixed—July was a bright spot, while August softened notably before a modest September recovery. Q4 followed a familiar cadence seen in many Facebook Ads benchmarks: an October lift, a November wobble, and a December surge, with Consumer Goods mirroring the global spike into year‑end.
Consumer Goods CTR trailed the global all‑industry benchmark throughout the year. The monthly gap was narrowest in February (about 4% below market) and widest in December (around 14% below). On average, the category sat roughly 10% beneath global CTRs. The global curve also compounded faster (+26% Jan→Dec) than Consumer Goods (+19%), and did so with less volatility. At no point did the category eclipse the benchmark, though it came relatively close in February, June, and July when the spread tightened to 0.06–0.10 points.
In sum, Facebook Ads CTR performance for Consumer Goods across all countries averaged 1.66% in 2025—consistently below the 1.84% global benchmark but with clear late‑year momentum and more pronounced month‑to‑month swings. While this report centers on CTR performance, marketers often pair these Facebook Ads benchmarks with CPC trends and CPM analysis to round out a view of country‑specific ad costs and industry ad performance. Understanding click‑through‑rate benchmarks for Consumer Goods across all countries helps contextualize engagement patterns against global norms.
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.
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.
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