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February 2025 - February 2026
Detailed observation of presented data
Finance CTR performance across all countries spent most of 2025 below the global Facebook Ads benchmark, charting a cautious first half, a firmer Q4, and then a dramatic surge to open 2026. The year’s low came early (April), the crest landed in November, and a striking January 2026 jump to 3.90% reset the narrative, temporarily vaulting Finance above the market. Volatility ran hotter than the global baseline, with sharper month-to-month swings and wider peaks and troughs.
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 Finance in all countries compared to the global benchmark.
Finance CTR began 2025 at 1.67%, dipped to its trough in April (1.38%), lifted through mid-year, and reached 2.10% in November before easing to 1.78% in December. The new year opened with an outsized move: 3.90% in January 2026. Across 2025, Finance averaged 1.70% CTR, ranging from 1.38% to 2.10%; over the full 13-month window, the average rises to 1.87% because of the January spike.
Month-to-month movement was choppy: typical 2025 swings averaged about 0.18 percentage points, with notable inflections in April (+0.26 points from May), October (+0.29), and November (+0.23). Including the January 2026 leap, average volatility doubles to 0.34 points, underscoring how unusual that uptick was. For context, the global baseline moved far more smoothly, averaging just 0.06 points of monthly change.
The early year was soft: CTR slid from January (1.67%) to a low in April (1.38%). A gradual lift took hold through summer, with July peaking at 1.84% before a small August-September dip. Q4 brought the clearest momentum shift—October (1.87%) and especially November (2.10%) stood out—followed by a December cooldown to 1.78%. The step-change in January 2026 to 3.90% represents an atypical post-holiday surge relative to prior months’ rhythm.
The global market showed a steadier seasonal arc: a gentle climb through the year, firming into Q4 with a December high of 2.10% and a mild easing to 2.08% in January 2026.
Finance underperformed the global CTR benchmark for most of 2025. The Finance average (1.70%) trailed the global average (1.84%) by roughly 7–8%. The gap was widest in April (Finance at 1.38% vs. global 1.70%, about 19% lower) and narrowed to near-parity in January and July (within 1–2% of the market). Finance briefly moved above market in November (2.10% vs. 1.94%, about 9% higher) and then decisively outpaced it in January 2026 (3.90% vs. 2.08%, around 88% higher). Range also differed: Finance spanned 0.72 points in 2025 (1.38%–2.10%) versus the global range of 0.45 points (1.65%–2.10%), signaling more variability within the Finance category.
Overall, the global trend rose steadily (+16% from January to December), while Finance’s path was choppier (+7% over the same span), culminating in the exceptional January 2026 lift.
Facebook Ads benchmarks for CTR show Finance across all countries running below the global market for most of 2025, firming into Q4, and then breaking pattern with a January 2026 spike. Understanding click-through rate performance for the Finance industry across all countries helps marketers gauge engagement levels and compare category dynamics to global Facebook Ads benchmarks alongside broader CPC trends and CPM analysis.
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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. 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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