See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Across all countries, the Marketing & Advertising category ran hotter than the market on Facebook Ads click-through-rate (CTR) through late 2024 and most of 2025. The category’s median CTR averaged 2.02%, outpacing the 1.82% global benchmark by roughly 11%—but it did so with sharper swings. The year’s story features a fast start in January, a February pullback, a summer seesaw with a rare August dip below market, and a decisive lift into October before easing slightly 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 Marketing & Advertising across all countries compared to the global benchmark.
Marketing & Advertising CTR began at 1.72% in December 2024 and ended at 2.33% in November 2025, a 35% rise over the period. The category’s median CTR averaged 2.02%, ranging from a low of 1.72% in December to a high of 2.61% in October. Key movements punctuated the year: a sharp January jump to 2.05% (+0.33 points), a February slide to 1.74% (−0.30), steady firming through April (1.90%), a surge into July (2.23%), the lone August dip (1.82%), and a powerful September–October climb to the annual peak (2.61%) before cooling to 2.33% in November.
Volatility was a defining trait. The category’s average absolute month-over-month change was 0.25 percentage points—about five times the global benchmark’s 0.05 points—signaling a more momentum-driven CTR profile than the broader market.
The year’s rhythm followed familiar advertising patterns with distinctive amplitude. Early Q1 saw a front-loaded January lift followed by a February trough. Q2 stabilized, with April and June showing incremental gains. Q3 was mixed: July marked a high-water line, August softened meaningfully, then September rebounded. Q4 brought an emphatic October peak before a modest November step-down, consistent with rising competition and shifting audience attention late in the year. While country-specific ad costs can reshape auction dynamics, the CTR performance here points to engagement that intensifies into early Q4 for this industry across all countries.
Compared to the global Facebook Ads benchmarks, Marketing & Advertising ran above market in 11 of 12 months during the period analyzed. The average uplift was +0.20 points (+10.9%). At its narrowest gap, the category was just 1% above global in December 2024; at its widest, it sat 28.6% above in October 2025. August was the sole underperformance, coming in 5.9% below the global median—an outlier in an otherwise consistent stretch of category strength.
Trendwise, the global benchmark climbed steadily from 1.70% in December 2024 to 1.98% in November 2025 (+16%), while the Marketing & Advertising category advanced more dramatically (+35%) and with greater month-to-month movement. The benchmark’s highs and lows were more compressed (1.66% to 2.03%), reinforcing the category’s comparatively choppier arc.
In sum, Facebook Ads CTR performance for the Marketing & Advertising industry across all countries outpaced the global benchmark, with bigger peaks, sharper dips, and a standout October. Understanding click-through-rate benchmarks—alongside related CPC trends and CPM analysis—helps contextualize industry ad performance across all countries versus 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 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app