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November 2024 - November 2025
Detailed observation of presented data
Crypto & Blockchain CTR performance across all countries ran below the global Facebook Ads benchmarks but moved with sharper swings. The three-month read shows a late‑year surge in December sandwiched between softer November and January results, creating a whipsaw pattern that contrasts with the steadier global trend. Volatility is the headline: Crypto’s click‑through rates spiked more than 100% month over month into December, then fell by roughly half in January, while the global benchmark edged down only slightly across the same period.
“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 Crypto & Blockchain across all countries compared to the global benchmark.”
CTR for Crypto & Blockchain started at 0.71% in November 2024, jumped to 1.48% in December, and settled at 0.74% in January 2025. Across the three months, the average CTR was 0.98%, with a high of 1.48% (December) and a low of 0.71% (November). The month‑to‑month movements were pronounced: +0.77 points from November to December (+109%), followed by a −0.74‑point pullback into January (−50%). That produced an average absolute monthly swing of 0.75 points.
By comparison, the global all‑industry benchmark moved from 1.75% in November to 1.69% in December and 1.68% in January, averaging 1.71% over the same window. Its month‑to‑month shifts were far smaller (0.04 points on average), underscoring how Crypto’s CTR was roughly 20x more volatile than the broader market during this period.
The shape of the Crypto & Blockchain curve suggests classic year‑end intensity: a December lift, then a step down as the calendar turns. November marked the trough, December delivered the peak, and January retraced toward November levels. In parallel, the global benchmark softened slightly into January before gaining momentum later in the year. From January to November 2025, global CTR rose from 1.68% to 2.04% (+22%), with steadier, incremental gains through mid‑ and late‑year, and a high watermark in Q4.
In short, the Crypto series showed a short, sharp December spike, while the broader market followed a gentler rhythm—early‑year softness, mid‑year stabilization, and late‑year strength.
Relative performance consistently trailed the global benchmark. In November 2024, Crypto CTR (0.71%) was 60% below global (1.75%). The gap narrowed markedly in December—1.48% versus 1.69%—just 13% below global levels. It widened again in January: 0.74% versus 1.68%, or 56% below. On average across the three months, Crypto CTR across all countries (0.98%) was about 43% under the global all‑industry benchmark (1.71%).
Trend shape differed as well. The global line dipped modestly from November to January (−4%), while Crypto rose slightly over the same endpoints (+5%) but only after a dramatic December surge and reversal. Volatility told the same story: an average 0.75‑point monthly change for Crypto versus 0.04 points for global across the shared timeframe, and about 0.05 points for the global benchmark across the 2025 year-to-date.
Overall, Facebook Ads CTR performance for the Crypto & Blockchain industry across all countries was lower than the global benchmark and markedly more volatile, with a pronounced December spike and a quick reversion in January. Understanding Facebook Ads click‑through‑rate benchmarks for Crypto & Blockchain across all countries helps marketers gauge CTR performance patterns against 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 Crypto & Blockchain 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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