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December 2024 - December 2025
Detailed observation of presented data
E-commerce CTR performance across all countries ran modestly above the global Facebook Ads benchmarks over the past 13 months, but with sharper swings. After a soft spring, click-through rates lifted through summer and culminated in a new high in November, outpacing the broader market’s October peak. The pattern reads like a two-act story: a Q2 dip followed by a sustained rebound that held through Q4.
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 across all countries compared to the global benchmark.
CTR performance was steady-to-soft through late Q1, then dipped in April and May—E-commerce’s seasonal trough—before rebounding strongly from June onward. The summer rally (July–September) held in a tight, elevated band around 2.01%–2.20%. Q4 was firm: October lifted to 2.17% and November set the high at 2.26%.
The global pattern was smoother. CTRs eased to a February low, then rose steadily into an October peak (2.04%) before a mild November pullback (1.96%). In other words, the market strengthened into Q4, but E-commerce’s climb started later and ran hotter.
E-commerce outperformed the global benchmark in 11 of 13 months. The narrowest gap came in March (+1% above market), while the widest positive premiums appeared in July (+16%) and November (+15%). The only stretch below market was April–May, when E-commerce trailed by roughly 9–10%.
Comparing momentum, the global benchmark rose consistently (+21% from January to October) with limited chop, whereas E-commerce was choppier: down roughly 11% from January to April, then up about 46% from April to November. In H2 (July–November), E-commerce averaged 2.15% against the global 1.95%, maintaining a ~10% premium and demonstrating stronger late-year lift.
Taken together, these Facebook Ads benchmarks show E-commerce CTR performance across all countries running above the global average, with deeper spring softness and a stronger late-year rebound. Understanding click-through-rate dynamics for E-commerce across all countries helps marketers benchmark engagement and compare industry ad performance to broader, global CTR patterns alongside related CPC trends, CPM analysis, and country-specific ad costs.
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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