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November 2024 - November 2025
Detailed observation of presented data
Finance CTR across all countries spent the year running below the global Facebook Ads benchmark, moving in distinct waves rather than a smooth climb. The category opened relatively strong in late 2024, slipped through early spring, and staged a late‑year rebound—yet remained consistently under market levels except for one brief outperformance in December 2024. Volatility was the other defining feature: Finance CTR swung sharply month to month, with several moves above 0.20 points. 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 across all countries compared to the global benchmark.
Finance CTR started at 1.67% in November 2024, peaked a month later at 1.71%, and ended November 2025 at 1.57%—a 6% decline over the period. The year’s low arrived in April at 1.22%, defining the trough of the cycle. Across the 13 months, Finance CTR averaged 1.51%, ranging from 1.22% (April) to 1.71% (December), with a total spread of 0.49 points.
Momentum came in pulses. After December’s high, CTR eased through February (1.47%) and March (1.49%), then broke sharply lower in April (−0.27 points month over month). A two‑month recovery followed in May (1.47%) and June (1.54%), before another dip in July (1.31%) and a rebound in August (1.52%). September cooled to 1.41%, October rallied to 1.69%, and November settled back to 1.57%. Volatility averaged 0.15 points per month, with four pronounced swings: April (−0.27), May (+0.25), July (−0.23), and October (+0.27).
The pattern aligns with a familiar rhythm: relative strength into late Q4, a softer Q1 that extended into April, a mid‑year rebound that lost steam in July, and another lift heading into October. While the global market often strengthens through Q3 and Q4, Finance’s recovery was choppier—more a sequence of rebounds than a sustained climb. The sharpest softness clustered between April and July, while the most constructive pockets appeared in December 2024 and October 2025.
Against the global benchmark, Finance CTR averaged 1.51% versus 1.82% globally—about 17% below market. The global trend rose steadily (+16% from November 2024 to November 2025), while Finance slipped modestly (−6%) and was markedly more volatile. Finance outperformed the global level in just one month—December 2024 (+1%). The narrowest gap occurred in November 2024 (−5%), and the widest gaps appeared in July 2025 (−30%), April 2025 (−29%), and September 2025 (−26%). Month‑to‑month volatility underscores the contrast: Finance moved by an average of 0.15 points, roughly triple the global benchmark’s 0.05.
In the back half of the year, the global benchmark kept climbing, from 1.81% in June to 2.04% in November, while Finance oscillated—1.54% in June, 1.31% in July, 1.52% in August, 1.41% in September, then 1.69% in October before easing to 1.56% in November. That divergence—global steady, Finance choppy—defined the year’s relative performance.
Facebook Ads benchmarks for click‑through rate in the Finance industry across all countries show a lower‑than‑market, more volatile profile: a 1.51% average CTR versus 1.82% globally, with a late‑2024 high, an April trough, and a stop‑start rebound into Q4. Understanding CTR performance for Finance across all countries helps marketers interpret category dynamics and compare outcomes 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 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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