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January 2025 - January 2026
Detailed observation of presented data
Manufacturing CTR across all countries in 2025 told a two-part story: an early edge over the market, followed by a choppy mid‑year slide and an uneven Q4. The category averaged 1.60% for the year, below the 1.84% global all‑industry benchmark. It started strong—slightly above the market in January and February—then lost momentum into a May low before rebounding into an October peak. Volatility was the other headline: month-to-month swings were more than twice as sharp as the global trend, with standout surges in late summer and a steep drop in November.
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 Manufacturing in all countries compared to the global benchmark.
Manufacturing CTR began 2025 at 1.75% in January, dipped to 1.55% by March, and fell to its yearly low of 1.34% in May. From there, the category recovered, lifting 42% from the May trough to a 1.90% high in October, before sliding to 1.48% in November and ending the year at 1.50% in December. Across the year, the range was wide—1.34% to 1.90%—with a 1.60% median average.
Monthly movements were pronounced. The sharpest month-to-month declines were May (−0.24 points vs. April) and especially November (−0.42 points vs. October). The biggest lifts came in September (+0.30 points vs. August) and July (+0.23 points vs. June). On average, Manufacturing CTR moved 0.15 points per month—more volatile than the market’s 0.07-point baseline.
Seasonally, the category showed a soft spring and a late-summer to early-fall recovery. Q1 opened firm (January–February slightly above market), but momentum cooled into March and bottomed in May—consistent with a broader mid‑spring softness. Summer brought a gradual recovery: June stabilized, July rose, August paused, and September lifted decisively. Q4 was mixed: October delivered the year’s high, followed by a notable November dip and a modest December rebound.
While Q4 often brings heavier competition in Facebook Ads, the global pattern still climbed through the holidays in 2025. Against that backdrop, Manufacturing’s October crest followed by a November drop stands out as a divergence from the broader seasonal tailwinds.
Compared to the global all‑industry benchmark, Manufacturing’s CTR underperformed on average by 13% (1.60% vs. 1.84%). The relationship changed shape over the year:
Trajectory also differed. The global benchmark climbed steadily across the year (+26% from January to December, peaking at 2.12% in December). Manufacturing declined across the same span (−15%), despite its October high. Volatility was markedly higher in Manufacturing (0.15-point average monthly swing) than the global trend (0.07), and the category’s annual range (0.56 points) exceeded the market’s (0.46).
In sum, Facebook Ads CTR performance for the Manufacturing industry across all countries averaged 1.60% in 2025—below the 1.84% global benchmark—with early strength, a spring trough, an autumn peak, and elevated volatility. Understanding Facebook Ads click-through-rate benchmarks for the Manufacturing industry across all countries helps teams compare category-level engagement to global patterns and situate performance within broader Facebook Ads benchmarks.
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 Manufacturing 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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