Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: E-commerce click-through-rate (CTR) behavior tracked almost even with the global benchmark on average, but it moved with much more drama. 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.
E-commerce CTR averaged roughly 2.05% across the 13-month window (July 2025 → July 2026), essentially in line with the overall benchmark average of ~2.04%. The series started at 2.03% in July 2025 and closed the period at a striking 2.93% in July 2026 — a +44% lift from the start. The year’s high was 2.93% (Jul 2026); the low was 1.22% (Jun 2026). The absolute range (high minus low) was about 1.71 percentage points, which is roughly an 84% swing relative to the E-commerce mean.
Month-to-month moves were pronounced: the largest single-month jump was from June 2026 (1.22%) to July 2026 (2.93%), a roughly +140% rebound. Deep drops also occurred — notably November → December 2025 (2.41% → 1.87%, about −22%) and April → May 2026 (1.94% → 1.47%, about −24%). Over the full span E-commerce ended modestly above the baseline in aggregate, but not consistently above it month-to-month.
Volatility was a defining characteristic: E-commerce averaged about 0.39 percentage points of absolute monthly movement, compared with roughly 0.08 points for the global benchmark — about five times more variable.
Seasonal rhythm is visible. Late‑Q4 dynamics were mixed: a peak into November 2025 (2.41%) was followed by a December drop (1.87%), suggesting strong pre-holiday engagement that softened into the holidays. Early Q1 saw a rebound (February 2026 rose to 2.42%), then a gradual weakening through spring with the shallowest engagement in May–June 2026 (1.47% and 1.22%). The dataset closes with an abrupt summer rebound in July 2026.
Across these months the pattern looks like concentrated bursts of engagement around key moments (Nov and Feb) and pronounced spring troughs, producing a choppy monthly rhythm rather than a smooth seasonal curve.
Compared to the overall benchmark, E-commerce CTR was sometimes above and sometimes below — seven months exceeded the benchmark, six months trailed. Magnitude matters: E-commerce overshot the global level by as much as ~25% (November 2025) and undershot it by as much as ~40% (June 2026). At its tightest, E-commerce was within about 1–2% of the global CTR; at its widest gap it lagged nearly 40% month‑over‑month. In short, the E-commerce CTR line sat near the market average in mean terms but was materially more volatile than the baseline, producing sharper spikes and deeper troughs.
Understanding Facebook Ads click-through-rate benchmarks for E-commerce in All countries available rounds out the view of CTR performance, CPC trends, CPM analysis, country-specific ad costs, and broader industry ad performance across global and industry baselines.
Facebook advertising cost benchmarks
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 variable, with peaks during holiday seasons and in competitive product categories. Geographic targeting affects ad costs through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
Analyze Facebook ad performance
See which ads, audiences, and creatives drive results.
Spot creative patterns that affect ROAS.
Create reports without spreadsheets.
The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
Compare cost benchmarks for Facebook advertising metrics.
Cost per click benchmarks across industries
Cost per thousand impressions across markets
Click-through rate benchmarks for Facebook Ads
Cost per lead benchmarks across markets
Cost per purchase benchmarks across industries
App install cost benchmarks