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February 2025 - February 2026
Detailed observation of presented data
Hardware and Networking CTR performance across all countries spent most of 2025 trailing the global Facebook Ads benchmark, then broke sharply higher at the start of 2026. The category saw a spring lift into April, softened through the back half of the year, and ended 2025 at its low before an exceptional January rebound. Movements were choppier than the market overall, with a notable surge that reshaped the 13‑month view.
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 across all countries compared to the global benchmark.
CTR opened 2025 at 1.59% and ended the year at 1.36% (−15% from January to December), before jumping to 4.31% in January 2026. The 2025 average sat at 1.63%, below the 1.84% global average. Within 2025, the category peaked at 1.99% in April and bottomed at 1.36% in December; across the full window, the clear high was January 2026 at 4.31%.
Monthly rhythm featured several distinct shifts. The strongest intra‑2025 lift came in March→April (+0.36 points), followed by a steady fade across Q3 and into year‑end, including a sharper November→December dip (−0.27 points). The single biggest move was the December→January spike of +2.95 points (+217% vs. December), which pushed CTR to 2.65x the 2025 average.
Volatility in 2025 averaged 0.16 points per month for Hardware and Networking, notably above the global 0.07‑point pace. Including January 2026, the category’s average swing rises to 0.40 points per month versus the market’s 0.06, underscoring a much more uneven trajectory.
The category’s year traced a spring upswing, a summer slowdown, and a softer Q4. Q2 was the most resilient stretch (average 1.81%), outpacing the global benchmark modestly. Q3 eased to 1.50%, and Q4 slipped further to 1.56% with a December trough. The global trend, by contrast, strengthened into Q4 and peaked in December, a divergence that highlights category‑specific engagement dynamics.
January 2026 marked an abrupt reset, with CTR leaping to a 13‑month high as broader market CTRs eased slightly from the December peak.
Relative to the global Facebook Ads benchmarks, Hardware and Networking CTR underperformed for most of 2025. The category trailed the market by 6–35% in nine of twelve months, with the widest gap in December (1.36% vs. 2.10%, −35%). It briefly outperformed in February (+4% vs. global), April (+17%), and May (+5%). From January to December 2025, the global benchmark climbed +24% (1.69% to 2.10%), while the category declined −15% over the same period. Volatility was 2.5x higher than the market during 2025 and 6x higher when the January 2026 spike is included.
Overall, Facebook Ads click‑through‑rate benchmarks show Hardware and Networking across all countries averaging 1.63% in 2025, below the 1.84% global norm, with a spring peak, Q3–Q4 softness, and a striking January 2026 surge. While this review centers on CTR performance, marketers often pair these insights with CPC trends, CPM analysis, and broader industry ad performance to interpret country‑specific ad costs and engagement patterns. Understanding Facebook Ads CTR performance benchmarks for Hardware and Networking across all countries helps contextualize category momentum against 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 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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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.
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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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