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February 2025 - February 2026
Detailed observation of presented data
Globally, Fitness & Training Centers saw a choppy but ultimately accelerating year for Facebook Ads benchmarks on click-through rate. CTR spent most of 2025 below the all-industry global baseline, then lifted through Q4 and surged in January 2026. The category was notably more volatile than the broader market, with sharper swings and a dramatic year-end inflection. 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.
CTR for Fitness & Training Centers began 2025 at 1.35% and closed the year at 2.04%, before leaping to 3.50% in January 2026. The 13‑month average landed at 1.80%, with a low of 1.27% in March and a pre–New Year high of 2.08% in November. The single strongest month, however, arrived in January 2026 with a step-change to 3.50%.
Month to month, the category moved in quick bursts: a near-parity February (1.65%), a March dip (−24% vs February), a spring rebound in April–May (1.67%–1.72%), and another soft patch in June (1.39%). Momentum rebuilt across Q3, then accelerated into Q4: October at 1.82%, November at 2.08% (the first time above the global benchmark in 2025), and December holding near 2.04% before the January jump.
Volatility averaged 0.32 points per month for Fitness & Training Centers—over five times the global benchmark’s 0.06—highlighting sharper swings in CTR performance. The largest single-month change was December to January (+1.47 points).
The rhythm lines up with familiar patterns: a softer start and mid-year lull, steadier Q3, then stronger engagement into the holidays, culminating in an outsized early‑Q1 spike. Within 2025, Q1 averaged 1.42% CTR, Q2 1.59%, Q3 1.66%, and Q4 1.98%. That Q4 climb mirrors broader competition and attention shifts late in the year, while the January 2026 surge reflects the category’s tendency to attract fresh engagement at the start of the year. The global baseline also strengthened into Q4, peaking in December, but without the extreme January lift seen in Fitness & Training Centers.
Across all countries, Fitness & Training Centers trailed the global all‑industry CTR most months in 2025. The gap was widest in March (−27%) and June (−22%), narrowed notably in February (roughly on par) and October–December (within single digits), and flipped positive in November (+8%). On average, the category’s CTR (1.80%) sat about 3% below the global baseline (1.86%) over the period.
Momentum diverged sharply at the turn of the year. From January 2025 to January 2026, the global benchmark rose a steady 23% (1.69% to 2.08%), while Fitness & Training Centers vaulted 159% (1.35% to 3.50%). The category’s path was more volatile but ultimately higher‑velocity, with a pronounced Q4 build and January breakout.
This snapshot of Facebook Ads CTR performance shows Fitness & Training Centers across all countries running slightly below the global benchmark through most of 2025, then breaking above it with a strong Q4 and a standout January. Understanding Facebook Ads benchmarks and CTR performance for the Fitness & Training Centers industry across all countries helps teams interpret country-specific ad costs alongside broader CPC trends and CPM analysis, and compare industry ad 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 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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