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November 2024 - November 2025
Detailed observation of presented data
The global picture for Fitness & Training Centers on Facebook Ads in the past year was a tale of steady catch-up: this category sat below the all‑industry benchmark for most months, then accelerated in Q4 and briefly moved above market in November 2025. The headline: more volatility than the global benchmark, a softer first half, and a pronounced late‑year lift that pushed click‑through rates (CTR) to their highest point of the period.
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 Fitness & Training Centers across all countries compared to the global benchmark.
Across November 2024 to November 2025, Fitness & Training Centers’ median CTR averaged 1.59%, ranging from a low of 1.26% in March to a high of 2.13% in November 2025. The period opened at 1.43% (November 2024) and closed at 2.13%, a lift of about 50% from start to finish.
Monthly movement was active. After a December dip (1.33%), CTR rebounded in February (+0.29 points to 1.64%) before the sharpest pullback of the year in March (−0.38 points to 1.26%). A spring rebound in April (+0.39 points) and May held near 1.65%, then June softened to 1.38% (−0.27 points). From there the category climbed through late summer (1.76% in August), eased in September (1.66%), and then surged in Q4 to 1.84% in October and 2.13% in November.
Volatility averaged 0.20 percentage points (pp) month over month, with a total range of 0.88 pp across the year—noticeably more turbulent than the broader market.
The rhythm was classic but pronounced: softer engagement around the holidays and early Q1, a February bounce, a March trough, and a steadier spring. Early summer brought another dip (June), followed by a late‑summer lift into August, a modest September giveback, and a strong Q4 climb. By quarter, CTR averaged 1.41% in Q1, 1.56% in Q2, 1.66% in Q3, and 1.99% across October–November, showing a clear back‑half improvement. These patterns align with typical seasonal dynamics seen in Facebook Ads benchmarks, where competition and audience behavior often intensify late in the year.
Relative to the all‑industry global benchmark, Fitness & Training Centers underperformed on average: 1.59% vs. 1.82% (about 13% lower). The category trailed in 12 of 13 months, narrowing to near parity in February (about 1% below) and briefly moving above market in November (+4% vs. global). The widest gap emerged in March, when Fitness CTR was roughly 27% below the global median.
The global benchmark itself moved steadily higher from 1.75% in November 2024 to 2.04% in November 2025 (+17%), with lower volatility (0.05 pp average MoM change) and a tighter annual range (0.39 pp). In contrast, Fitness & Training Centers covered more ground—up nearly 50% from start to finish—but via a choppier path, roughly four times more volatile than the global trend. Quarterly medians illustrate the divergence: global CTR climbed from 1.69% in Q1 to 1.91% in Q3 and 2.04% in early Q4, while Fitness moved from 1.41% to 1.66% to 1.99% over the same periods.
In summary, Facebook Ads click-through rate benchmarks for Fitness & Training Centers across all countries show a volatile but improving trend that lagged the all‑industry global average most of the year before a strong Q4 finish. For marketers comparing CTR performance to broader Facebook Ads benchmarks—or viewing these patterns alongside CPC trends and CPM analysis—this provides a clear, data‑rich view of industry ad performance worldwide.
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 Fitness & Training Centers industry, Facebook ad costs can be influenced by seasonal trends and market competition. 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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