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December 2024 - December 2025
Detailed observation of presented data
Education ads across all countries spent the year moving in and out of the global slipstream: occasionally keeping pace, briefly pulling ahead in January, then trailing the broader market through most of mid-year and into Q4. Momentum was choppy, with a mid-year trough and an early-fall rebound that nearly matched the winter peak before easing again in November. 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 Education in all countries compared to the global benchmark.
Across December 2024 to November 2025, Facebook Ads CTR for the Education industry averaged 1.65%, versus a 1.82% global benchmark across all industries. The period opened at 1.61% in December 2024 and ended slightly lower at 1.56% in November 2025 (−2.6%). The high came early at 1.86% in January; the low followed seven months later at 1.40% in July, marking a 0.46-point swing (about 28% of the Education average).
Education’s monthly path was energetic: a January lift (+0.25 points vs. December) flipped to a February retreat (−0.27), with a March bounce (1.77%) and an April dip (1.58%). After a mild rise in May, CTR slid into a clear summertime trough in June–July (1.55% → 1.40%). From there, a two-month rebound lifted CTR to 1.79% in September–October before a sharper pullback to 1.56% in November. Volatility averaged 0.17 points month to month—over three times the global benchmark’s 0.05—signaling more pronounced swings for Education than the broader market.
The rhythm was seasonal: strength around New Year (January peak), softness into early summer (June–July trough), and a fall recovery (September–October). The rebound steadied at roughly 1.79% for two months before momentum cooled in November. This pattern aligns with familiar dynamics: engagement can rise with new-year intent, fade during summer, and firm again as audiences re-engage in early fall. In this cycle, November did not build on the fall peak, giving back much of September–October’s gains.
Relative to the global Facebook Ads benchmarks, Education tracked below market for 10 of 12 months. January was the exception, outperforming by about 10% (1.86% vs. 1.68%), and March edged slightly above (+2%). The widest gap appeared in July, when Education’s 1.40% trailed the 1.89% global level by roughly 26%. Other notable gaps: August (−19%), October (−12%), and November (−21%). Overall, Education’s 1.65% average sat about 10% below the 1.82% global average.
Where the global trend rose steadily through the year (+21% from January to October), Education’s path was choppier: a −25% slide from January to July, followed by a brisk fall rebound that still closed below the early-year high. The result is a picture of lower CTR performance with higher volatility across all countries for the Education vertical compared to the broader market.
Understanding Facebook Ads click-through-rate benchmarks for the Education industry across all countries helps marketers gauge CTR performance, compare country-specific ad costs contextually, and locate Education’s position against the global trend line. This CTR analysis provides a clear read on Education’s volatility, seasonal troughs and peaks, and its typical gap to the global benchmark.
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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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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