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June 2025 - June 2026
Detailed observation of presented data
Legal click-through-rate (CTR) in this dataset told a story of early underperformance, a sharp late-year lift and a choppy rebound into spring. Across June 2025–May 2026 the Legal vertical averaged roughly 2.03% CTR — slightly above the global benchmark’s ~2.00% — but with much bigger swings month to month. 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 Legal across all countries compared to the global benchmark.
The period began at 1.50% CTR in June 2025 and finished at 2.47% in May 2026 — a net rise of about 64% from start to finish. The calendar peak occurred in November 2025 at 2.80%, and the trough was June 2025 at 1.50%. Over the 12-month window Legal averaged 2.03% CTR; the global baseline averaged about 2.00% over the same months.
Notable monthly moves include a steady mid-summer band near 1.50–1.57% (June–August), an October uptick to about 1.99%, and a pronounced spike in November (2.80%) that represented the single largest divergence from the global benchmark (+46% vs. baseline that month). December held elevated levels (≈2.63%) before a sharp January dip back toward 1.80%. February and April each showed rebounds (≈2.38% and 2.28%), and May closed the series near 2.47%.
Volatility was a defining feature: average month-to-month absolute change for Legal was roughly 0.37 percentage points, far above the global trend’s average monthly move of about 0.06 points. Those swings produced alternating periods of outperformance and underperformance rather than a single steady gap to the market.
The rhythm of the year leaned into a Q4 lift, with momentum building through October and peaking in November before a decline in early Q1. Summer months (June–August) were the softest phase, clustered below 1.60% CTR, while late autumn and late spring showed stronger engagement. The sequence — soft summer, strong Q4 spike, early-year lull, then spring rebound — creates a jagged seasonal profile for Legal rather than a smooth seasonal curve.
Compared to the baseline, Legal began the period roughly 15–19% below global CTRs (June–September), tightened into parity in October (+1%), and then swung to meaningful outperformance in November and December (+46% and +28%, respectively). Across the year the range versus global ran from about 19% below to 46% above, with the narrowest gap in October. Overall, Legal’s CTRs were slightly above market on average but clearly more volatile than the global benchmark.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for the Legal industry across all countries helps contextualize industry ad performance, CPC trends, CPM analysis and country-specific ad costs in a global frame.
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 Legal 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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