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January 2025 - January 2026
Detailed observation of presented data
E-commerce CTR spent the year pacing ahead of the market, but with sharper swings. Across all countries, median Facebook Ads click-through-rate for E-commerce averaged 1.94%, versus 1.86% for the global benchmark — a modest lift of about 4%. The story is a mid-year surge, a softer Q4, and a dramatic rebound at the turn of the year. July and January 2026 were standout highs, while April–May marked the trough. Volatility was notably higher than the market, with bigger month-to-month moves.
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 compared to the global benchmark.
E-commerce CTR opened 2025 at 1.74%, dipped into a spring valley, then climbed decisively into the summer. The metric ranged from a low of 1.55% in April to a high of 2.61% in January 2026. After May’s 1.60%, CTR accelerated: 1.94% in June and 2.20% in July — the strongest month of 2025 — before easing to 2.01% in September and 2.09% in October. Q4 softened to 1.90–1.90% in November–December. The period ended with a pronounced jump to 2.61% in January 2026, a 50% lift versus January 2025.
Volatility averaged 0.17 points per month, driven by three large moves: a -0.21 point drop in April, a +0.34 point surge in June, and a +0.72 point leap in January 2026. By comparison, the global benchmark moved a steadier 0.06 points on average each month.
The rhythm was clear:
These patterns align with familiar seasonal competition in Q4 and renewed engagement at the start of the year, though E-commerce’s January spike was especially pronounced.
Against the global benchmark, E-commerce across all countries was above market in 9 of 13 months. It led modestly in January–March (1–5% above), fell below in April–May (about 9% under), then outperformed through summer: July sat 17% above global, August 12% above, and September 6% above. The gap narrowed in October (+4%) before flipping slightly below in November (−2%) and more clearly below in December (−10%). The widest positive gap arrived in January 2026 (+26% vs. global), the narrowest near-parity in March (+1%).
While the global trend rose steadily through 2025 (+24% from January to December), E-commerce’s path was choppier: up mid-year, down into late Q4, then a larger January rebound (+50% year-over-year for January).
Understanding Facebook Ads click-through-rate benchmarks for E-commerce across all countries — and how CTR performance compares to the global benchmark — helps frame industry ad performance over seasonal peaks and valleys. While this report centers on CTR, many teams view it alongside CPC trends and CPM analysis to contextualize country-specific ad costs and broader Facebook Ads benchmarks for E-commerce worldwide.
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.
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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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