Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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