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December 2024 - December 2025
Detailed observation of presented data
The global Education market’s Facebook Ads click-through rate (CTR) spent the year mostly below the all‑industry benchmark, with a brief early‑year surge, a mid‑year slide, and a choppy finish. Across all countries, Education CTR averaged 1.64%, trailing the global all‑industry average of 1.81% by about 10%. The story is one of higher volatility than the market, standout peaks in January and early fall, and a sharp reset 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 across all countries compared to the global benchmark.
Education CTR opened at 1.62% in November 2024 and ended at 1.45% in November 2025, a year-over-year decline of roughly 11%. The period high arrived in January 2025 at 1.85%, while the low came in July at 1.41%, producing a wide spread of 0.45 percentage points. The monthly average landed at 1.64%.
Momentum was choppy. After a flat Nov–Dec 2024 (-0.01), CTR lifted sharply into January (+0.25), slipped back in February (-0.26), and oscillated through spring: March rose to 1.75%, April dipped to 1.58%, and May stabilized near 1.68%. The mid‑year downturn deepened into June (1.55%) and bottomed in July (1.41%), before a steady rebound into September (1.80%). October held essentially flat (+0.00), and November marked the steepest single‑month decline of the period (−0.35) to 1.45%.
Volatility averaged 0.16 percentage points month to month—nearly three times the global benchmark’s 0.06—underscoring Education’s more jagged rhythm versus the broader market.
The data reflects a classic Q1 lift: engagement climbed into January, then normalized in February. Spring showed alternating gains and pullbacks, with a softer patch through late Q2 and a clear trough in July. Early fall brought renewed interest—September and October were among the strongest months of the year—followed by a pronounced November cooldown. This rhythm contrasts with the broader market’s steadier climb through the back half of the year, where CTR typically firms amid rising competition.
Against the global all‑industry benchmark, Education trailed in 11 of 13 months. Outperformance was rare and concentrated early: January was the standout, with Education 10% above global CTRs (1.85% vs. 1.68%), and March hovered just 1% above. The gap otherwise skewed negative: from a narrow −4% in February to a wide −26% in November 2025 (1.45% vs. 1.96%). Mid‑year softness was especially pronounced—July ran 26% below the market, and August lagged by 19%.
Trendlines diverged in the second half of 2025. The global benchmark strengthened from an H1 average of 1.73% to 1.95% in H2 (+13%), while Education eased from 1.67% to 1.60% (−4%). Even during Education’s September–October rebound, the all‑industry benchmark remained higher and more stable, peaking at 2.04% in October.
Overall, Facebook Ads CTR performance for the Education industry across all countries was more volatile and generally below the global all‑industry benchmark, with a January spike, a July trough, and a late‑year pullback defining the arc. Understanding Facebook Ads click-through-rate benchmarks for the Education industry across all countries helps advertisers evaluate engagement trends and compare performance to global patterns.
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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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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