See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
July 2025 - July 2026
Detailed observation of presented data
Marketing & Advertising click-through-rate (CTR) performance across all countries tracked a bumpy year that ultimately lands just below the global median. 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 Marketing & Advertising in All countries available compared to the global benchmark.
Selected CTRs opened at 2.08% in July 2025 and closed at 1.76% in July 2026, while the global benchmark rose from 1.87% to 2.34% over the same interval. The Marketing & Advertising cohort showed sharper month-to-month swings and a dramatic spring rebound, then slid into a softer July, creating a narrative of lift, decline and partial recovery.
Across 13 months the Marketing & Advertising CTR averaged roughly 2.00%, ranging from a low of 1.61% in February 2026 to a high of 2.55% in April 2026. By contrast the global baseline averaged about 2.04%, with a narrower range (1.87%–2.34%). The selected series started at 2.08% (Jul 2025) and fell about 0.32 percentage points (≈15%) to 1.76% by Jul 2026, whereas the global benchmark climbed about 0.47 points (≈25%).
Notable monthly moves include a fall into winter—Nov–Feb—where CTR dipped into the 1.61–1.83% band, then a sharp rebound in March–April culminating at 2.55% (April). The largest month-to-month increase was March→April (+0.65 pp), and the steepest drop was Oct→Nov (−0.48 pp). Absolute gaps versus the global benchmark swung widely: the Marketing & Advertising cohort outpaced the baseline by up to ~0.37 points in April, and lagged by as much as ~0.58 points in July.
The rhythm shows a softer late-year and early-year period (Nov–Feb) with a trough in February, followed by momentum into spring (Mar–Apr). April’s peak stands out as a seasonal lift where CTR jumped well above both the cohort mean and the baseline. Summer into mid-year saw renewed volatility with May–June consolidating above 2% before a drop in July. These month-to-month swings created a pattern of rebound after winter softness, rather than a steady climb.
Viewed relative to the global benchmark, Marketing & Advertising CTRs were alternately above and below market. On average the cohort sat slightly below global levels (≈0.04 percentage points) but was meaningfully more volatile: monthly absolute movement averaged about 0.25 percentage points versus roughly 0.08 for the baseline. In percent terms the gap ranged from about +17% above the baseline in April to nearly −25% below the baseline in July. That pattern underscores how industry ad performance can diverge from aggregate CTR performance even when averages appear similar.
Closing Understanding Facebook Ads click-through-rate benchmarks for Marketing & Advertising in All countries available provides a clear view of CTR performance, seasonal swings and how industry ad performance compares to global CPM analysis, CPC trends and broader CTR performance patterns across country-specific ad costs.
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 Marketing & Advertising 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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