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January 2025 - January 2026
Detailed observation of presented data
Hardware and Networking advertisers across all countries posted a year of two halves: an encouraging lift through spring, followed by a choppier, below-market second half. The category’s Facebook Ads benchmarks for click-through rate (CTR) averaged 1.63% across 2025, trailing the global all-industry baseline at 1.84%. Volatility was pronounced, with a near-2.0% high in April and a year-end low in December that marked the widest gap versus 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 Hardware and Networking in all countries compared to the global benchmark.
The year opened at 1.59% in January, climbed through February (1.72%) and March (1.63%), and peaked in April at 1.99%—the category’s high for the year. From that crest, CTR eased: May held at 1.84%, but June slipped to 1.61% and August marked a midsummer trough at 1.37%. A modest rebound appeared in October (1.67%) and November (1.68%) before a sharp December dip to 1.37%, the annual low. From January to December, CTR fell 14%, and the full-year range spanned 0.62 points (1.37% to 1.99%).
Movement was active: average month-to-month swing measured 0.16 points, roughly 2.4x more volatile than the global benchmark’s 0.07. The first half averaged a healthier 1.73% CTR; the second half cooled to 1.54%, underscoring a midyear momentum fade that never fully recovered into Q4.
The category’s rhythm leaned into early-year engagement, lifting steadily through April. That momentum broke heading into summer, with a step-down from June to August before a brief October-November stabilization. December typically brings heavier competition in paid social, and while many categories see CTR hold or rise alongside CPM analysis pressure, Hardware and Networking CTR softened sharply at year-end.
In 2025, the data reads as: strong spring, soft summer, muted Q4. April was the clear standout, while August and December were soft spots. The pattern contrasts with headline CPC trends and broader market CTR performance that often firm in the holiday window.
Relative to the global all-industry benchmark, Hardware and Networking spent three months above market—February (+3%), April (+17%), and May (+5%)—and nine months below. The gap was narrow early (January sat 6% below, May 5% above) but widened meaningfully from late summer onward. The spread reached its widest in December, with the category 35% under the global CTR (1.37% vs. 2.12%). While the global baseline rose steadily across the year (+26% from January to December), the category declined (−14%), and did so with a wider range and higher volatility.
Overall, Facebook Ads CTR performance for Hardware and Networking across all countries averaged 1.63% in 2025—about 11% below the global benchmark—with a spring high near 2.0% and a year-end low at 1.37%. Understanding Facebook Ads click-through-rate benchmarks for Hardware and Networking in all countries helps marketers gauge category engagement against global patterns and situate CTR amid broader CPC trends and CPM analysis across 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 Hardware and Networking 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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