See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
June 2025 - June 2026
Detailed observation of presented data
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 E-commerce in All countries available compared to the global benchmark.
At a glance: E-commerce click-through-rate (CTR) across all countries ran slightly above the global median over the trailing 12 months (average ~2.06% vs. ~2.00%), but the E-commerce series showed much larger month-to-month swings. The period featured two distinct lifts (October–November and a late-winter peak in February) and two pronounced declines (December and a deep trough in May), producing higher volatility than the baseline.
E-commerce CTR started the window at 1.91% in June 2025 and finished at 1.54% in May 2026, an absolute decline of about 0.38 points (roughly −20% from the start). The 12‑month average CTR for E-commerce was about 2.06%, with a high of 2.50% in February 2026 and a low of 1.54% in May 2026. Month-to-month movement was notable: the series swung up into a holiday lift in October–November (2.25% → 2.43%), collapsed in December to 1.86%, rebounded to the year’s peak in February (2.50%), and then slid into the May trough.
Measured as absolute month-to-month change, volatility averaged roughly 0.27 percentage points for E-commerce — a material level of churn for CTR. By contrast the global benchmark showed average monthly moves of about 0.06 points, underscoring that E-commerce CTR was substantially more variable over this window.
Seasonally, two rhythms stand out. A fall run-up appears in October and November when CTRs lift by mid-double-digit percentages relative to the prior months, followed by an atypical December softening. A separate late-winter spike materializes in February, the single highest point in the year. Spring produced softening into April and a steep drop into May, resulting in the lowest month of the cycle.
Across the year the pattern reads as episodic momentum — sharp lifts around promotional windows and a couple of steep pullbacks — rather than a smooth seasonal hill. The E-commerce timeline therefore shows concentrated bursts of engagement separated by noticeable declines.
On average E-commerce CTR across All countries ran about +3.3% above the global median for the same months (2.06% vs. 2.00%). However, the gap varied widely: at its narrowest in January E-commerce was essentially level with the global benchmark, and at its widest in November it exceeded the global median by roughly 26%. Conversely, in May E-commerce trailed the global benchmark by about 26% as the series hit its low. Overall, E-commerce was more volatile and displayed sharper peaks and troughs compared with the steadier global baseline.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for E-commerce across All countries helps advertisers and creative strategists interpret momentum, seasonality, and relative cost-effectiveness against a global CPM and CPC backdrop.
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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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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