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July 2025 - July 2026
Detailed observation of presented data
Across the last 13 months the Marketing & Advertising sector’s click‑through‑rate (CTR) in All countries available tracked very close to the global baseline but with noticeably sharper swings. The series began near 1.78% in June 2025, climbed into the low‑2s through autumn, sank to a winter trough near 1.61% in February 2026, then rebounded to a year‑high of 2.54% in April 2026 before settling around 1.86% in June 2026. 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.
Numerically, the Marketing & Advertising CTR averaged roughly 1.98% over the period (13‑month median ~1.98%), with a low of 1.61% (Feb 2026) and a high of 2.54% (Apr 2026). The series opened at 1.78% (Jun 2025) and finished at 1.86% (Jun 2026), representing a modest +4.1% lift from start to finish. The biggest intra‑year swing was substantial: from the winter low to the spring peak CTR rose about 57% in absolute terms (low 1.61% → high 2.54%). Month‑to‑month moves were often pronounced — for example, Oct 2025 reached 2.29% before a steep fall to 1.81% in November, and the March → April jump was the period’s single largest uplift (+0.64 points).
Against the global baseline, the Marketing & Advertising CTR series ran nearly at parity: the baseline averaged about 2.00% over the same months. On average the sector trailed the global benchmark by only ~1.3% (relative), but that small average masks meaningful monthly gaps — months like April and October were ~16–17% above the global level, while January and February slipped ~20–24% below.
A clear seasonal rhythm appears. Late Q3 into Q4 (September → October 2025) showed elevated engagement, with October peaking at 2.29%. That strength gave way to a November softening and a winter trough (Dec → Feb), where the lowest median occurred in February 2026 at 1.61%. A strong rebound emerged in March and accelerated into April 2026, creating the highest point in the series. Monthly volatility was a defining feature: average absolute month‑over‑month movement was about 0.26 percentage‑points, noticeably larger than the baseline’s average monthly swing (~0.06 points).
Viewed relative to the global benchmark, Marketing & Advertising CTRs in All countries available were both above and below market at different times. At their narrowest gap the sector matched global levels (June 2025), while at the extremes it outperformed by roughly +17% (Apr/Oct peaks) and underperformed by about −24% (Feb 2026). Overall the baseline trend was steadier and less jumpy; the selected series was more volatile and episodic — showing sharper lifts and steeper declines across the 13‑month window.
Understanding Facebook Ads click‑through‑rate benchmarks and CTR performance for Marketing & Advertising in All countries available helps advertisers contextualize engagement cycles and compare industry ad performance to broader CPM analysis and country‑specific ad costs patterns across global markets.
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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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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