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January 2025 - January 2026
Detailed observation of presented data
Finance CTR across all countries tracked a choppy year, generally sitting below the global Facebook Ads benchmarks but punctuated by a sharp November breakout. The year opened at 1.67% and closed at 1.66%, nearly flat overall, yet the path between those points included a deep April trough and an unusually strong Q4 lift that peaked in November before a December pullback. Compared to the all-industry global baseline, Finance CTR averaged lower and moved more sharply month to month, with only one month finishing above the market.
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.
Across 2025, Finance CTR averaged 1.70%, ranging from a low of 1.38% in April to a high of 2.09% in November. The year began at 1.67% in January, dipped through Q2, rebuilt through summer, surged in October and November, and then eased to 1.66% in December—essentially flat versus January (−0.5%). From the April low to the November high, the category swung 0.71 points, a 51% spread.
Volatility stood out. The average absolute month‑over‑month change was 0.19 points for Finance CTR, around three times the global benchmark’s 0.07 points. The largest single-month drop came in December (−0.43 points from November), while the sharpest increases appeared in October (+0.29 points) and May (+0.26 points after April’s trough). Five months landed above the Finance annual average (June, July, August, October, November); seven months were below.
Seasonally, Finance CTR softened into spring, with April marking the low point of the year. Momentum then turned constructive across the summer, with July and August both above the annual mean. Q4 brought the strongest stretch: October pushed higher, November delivered the peak of the year, and December retrenched. In effect, the category showed a classic mid-year rebuild, a pronounced late-year spike, and an abrupt end-of-year cooldown.
In quarterly terms, Finance CTR averaged 1.62% in Q1, 1.58% in Q2, 1.72% in Q3, and 1.87% in Q4. That pattern highlights a softer second quarter, a steady summer, and the year’s best engagement in the holiday period, even with December’s step-down.
Against the all-industry global baseline, Finance CTR trailed for most of the year. Finance averaged 1.70% versus the global 1.84%, about 0.14 points lower (−8%). Month by month, Finance underperformed January through October and in December, with gaps typically ranging from 1% to 22%. The narrowest gaps came in January (−1%) and July (−2%), while the widest deficits appeared in April (−19%), September (−16%), and December (−22%). November was the lone month above market: Finance reached 2.09% versus 1.94% globally, a +7.5% overperformance.
Trend lines diverged as the year progressed. The global benchmark climbed from 1.69% in January to 2.12% in December (+26%), while Finance ended nearly flat over the same period (−0.5%). By quarter, Finance trailed the global average in each period—by roughly 4% in Q1, 10% in Q2, 9% in Q3, and 8% in Q4—while also exhibiting markedly higher month‑to‑month swings than the market overall.
In sum, 2025 CTR performance for the Finance industry across all countries was below the global Facebook Ads benchmarks on average, more volatile throughout the year, and defined by a spring trough, a strong late‑year surge, and a December reset. Understanding Facebook Ads click-through-rate benchmarks for Finance across all countries helps marketers contextualize industry ad performance, compare CTR trends to the global pattern, and assess how country‑agnostic engagement evolved through the year.
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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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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