See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
Healthcare’s Facebook Ads benchmarks across all countries spent most of the year running below the global norm, then mounted a decisive Q4 rally that closed the gap and finished slightly above market in December. The year opened soft, steadied mid‑year, and accelerated sharply in October and December, with a brief pause in November. Volatility was notably higher than the global pattern, making the late‑year surge stand out even more.
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 Healthcare across all countries compared to the global benchmark.
Healthcare CTR performance began at 1.37% in January and ended at 2.25% in December—an absolute lift of 0.88 points, or +64% across the year. The lowest month was February (1.36%), and the high came in December (2.25%). The full‑year median averaged 1.64%, below the 1.84% global average by roughly 0.20 points (about 11% lower).
The monthly rhythm featured modest early growth, a mid‑year plateau, and a pronounced Q4 climb:
Volatility averaged 0.11 points of month‑to‑month movement, a sharper cadence than the global benchmark’s 0.07 points. The widest single-month surge occurred in December (+0.37 points), while the sharpest contraction came in June (−0.08 points).
Seasonality tracked familiar patterns for CTR performance: a quieter Q1 (January–March average 1.39%), firmer Q2 (1.53%), a steady Q3 (1.61%), and an accelerated Q4 (2.03%). The Q4 profile stood out—October’s step‑up was followed by a brief November dip before a December peak, consistent with heightened creative resonance and audience responsiveness late in the year. Mid‑year showed incremental gains from August into September, while spring delivered a clean, moderate climb from March through May.
Relative to the global benchmark, Healthcare across all countries trailed most of the year by double‑digit percentages. The gap was widest in July (−21% vs. global), and hovered around −18% in January–March. The distance narrowed through Q3 to roughly −9% in September, then tightened dramatically in October (−3%) and November (−3%), flipping to a +6% outperformance in December (2.25% vs. 2.12%). On a quarterly view, Healthcare’s Q4 average CTR (2.03%) was effectively at parity with the global Q4 average (2.02%), marking a full catch‑up from earlier underperformance.
Overall, Healthcare’s full‑year CTR averaged 1.64% versus the 1.84% global level, with greater volatility but stronger late‑year momentum (+64% from January to December, compared with +26% globally).
Understanding Facebook Ads click‑through rate benchmarks for the Healthcare industry across all countries helps teams read CTR performance alongside broader Facebook Ads benchmarks. While this readout centers on CTR, many marketers view it in context with CPC trends, CPM analysis, and country‑specific ad costs to gauge overall industry ad performance relative 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 Healthcare industry, Facebook ad costs can be higher than average due to specialized audience targeting and compliance requirements. 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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