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February 2025 - February 2026
Detailed observation of presented data
Marketplaces show a powerful but choppy CTR story across all countries: median click-through rates generally sit above the global benchmark, yet swing far more dramatically month to month. From a soft Q1 2025 to a spring surge, a sharp October dip, and a record New Year spike, the pattern is momentum-driven with notable volatility. 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 Marketplaces across all countries compared to the global benchmark.
The year opens at 1.88% median CTR in January 2025 and closes at 3.24% in January 2026—an approximate 72% lift end to end. Across the 13-month window, Marketplaces average 2.17% CTR versus the global 1.86%, a sustained premium of roughly 17%.
Highs and lows are pronounced. The low arrives in October (1.44%), while the high lands in January 2026 (3.24%). Spring delivers the first breakout: April jumps by 1.03 points to 2.58%, and May extends the climb to 2.94%. That momentum snaps in June (down 1.04 points), before a steady mid-year run: July 2.57%, August 2.44%, September 2.25%. The biggest single-month drop comes in October (−0.81 points), followed by a rebound in November (+0.70) and a pullback in December (1.68%). The sharpest rise appears at the turn of the year: December to January 2026 jumps by 1.56 points.
Volatility underscores the narrative. Median Marketplaces CTR shifts by an average of 0.61 points month over month—about ten times the global benchmark’s 0.06-point average movement. The benchmark’s trendline is steadier and gently rising; Marketplaces are lively and episodic.
Seasonally, Q1 2025 is softer for Marketplaces (average 1.68%) before a strong Q2–Q3 run (Q2 average 2.47%, Q3 2.42%). Q4 turns turbulent: October marks the yearly trough, November rebounds above 2%, and December cools again to 1.68%. The new year opens with outsized engagement at 3.24%, the cycle’s peak.
This rhythm contrasts with typical Facebook Ads benchmarks. The global CTR trend firms into Q4 (global Q4 averages about 2.02%), while Marketplaces buck that trajectory—dipping in October and December—before surging in January.
Marketplaces outperform the global CTR in 9 of 13 months. The premium is largest in May (+67% vs. global) and January 2026 (+56%). Underperformance concentrates in February (−4%), March (−11%), October (−28%), and December (−20%). The gap narrows to its tightest in February (about 4%) and widens in May (about 67%). Put simply: Marketplaces are often above market, but with more amplitude.
For performance marketers and creative strategists, this provides a clear read on Facebook Ads benchmarks: CTR performance for the Marketplaces industry across all countries runs above the global average, with spring and mid-year strength, a choppy Q4, and a pronounced January lift. Understanding click-through-rate benchmarks for Marketplaces across all countries helps teams contextualize industry ad performance against global Facebook Ads trends.
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 Marketplaces 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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