See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Marketing & Advertising campaigns across all countries consistently clicked above the global market over the past 13 months, but with a choppier rhythm. CTR performance for this industry averaged 1.97%, topping the 1.82% global Facebook Ads benchmark by roughly 8%, with pronounced surges in mid-year and a peak in October 2025. The story is one of faster growth and higher volatility: a soft December 2024, a strong rebound in January, a whipsaw August, and a decisive lift into Q4 2025. 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 compared to the global benchmark.
The period opens at 1.76% CTR in November 2024 and closes at 2.31% in November 2025, a 31% rise—nearly double the global benchmark’s 16% climb (1.75% to 2.04%). The industry’s average CTR landed at 1.97%, ranging from a low of 1.64% in December 2024 to a high of 2.57% in October 2025. The spread (0.93 points) was more than double the global range (0.39), underscoring the sector’s sharper swings.
Key monthly movements punctuate the year. December 2024 dipped to the period low (−7% vs. November), followed by a sharp January rebound to 1.97% (+20%). A mid-year run in April–June added steady gains (1.90% → 1.94%). The largest single-month decline came in August 2025 (−0.40 points, −18%), immediately followed by a strong two-month lift into October (+0.76 points cumulative), culminating at 2.57%—the yearly high. Average month-to-month volatility was 0.23 points, versus just 0.05 for the global benchmark—about 4.7× more movement.
Seasonality shows familiar contours with distinct amplitude. Performance softened into late Q4 2024, then rebounded in early Q1 2025, with February marking the quarter’s low (1.71%). Q2 2025 held a steadily improved baseline, suggesting more stable engagement across April–June. Q3 was the most uneven: a July spike to 2.21%, a sharp August trough (1.81%), and a September rebound (2.17%). Q4 2025 elevated further, peaking in October (2.57%) before cooling slightly in November (2.31%), yet remaining well above the annual average.
Against the global baseline, Marketing & Advertising CTR was above market in 11 of 13 months. The average gap was +0.15 points (≈+8%). The narrowest difference appeared in November 2024 (near parity), while October 2025 posted the widest lead (+26% over global). Two months fell below the global benchmark—December 2024 (−3%) and August 2025 (−7%). The global trend rose steadily (+16%), while the industry’s line climbed faster (+31%) but was notably more volatile, particularly in Q3 where the global series held near-flat compared to the sector’s August dip and rapid fall–rise.
Overall, Facebook Ads benchmarks show that CTR performance for the Marketing & Advertising industry across all countries was consistently above the global average, with stronger late-year momentum and larger month-to-month swings. Understanding click-through-rate benchmarks for Marketing & Advertising worldwide helps teams evaluate engagement trends and compare industry ad performance to the global pattern.
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.
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.
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