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January 2025 - January 2026
Detailed observation of presented data
Marketplaces stood out for strong mid‑year engagement but a choppy finish. Across all countries, Facebook Ads click-through-rate (CTR) for Marketplaces averaged 2.04% in 2025, running about 11% above the global, all‑industry benchmark of 1.84%. The category delivered clear peaks in April–July and a pronounced dip in October–December. Volatility was the headline: big lifts into late spring, an October slide, and only a partial November rebound before year‑end softness. 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 in all countries compared to the global benchmark.
Marketplaces CTR opened at 1.86% in January and closed at 1.47% in December, a −21% decline end‑to‑end despite outperformance for most of the year. The annual high arrived in May at 2.89%, while the low hit in October at 1.39%, a range of 1.51 points. Average monthly volatility was steep at 0.54 points, far above the global market’s 0.07.
The key movements tell a dramatic arc. After a soft February (1.58%) and March (1.55%), April jumped by +1.02 points month over month to 2.57. May extended the surge to the annual high (+65% vs. global that month). June corrected to 1.87 (−1.02 points from May), then July rebounded to 2.56. Late summer moderated—August at 2.38 and September at 2.25—before a sharp October drop to 1.39 (−0.86 points). November recovered to 2.11, then December eased to 1.47 (−0.64 points).
Globally, the median CTR followed a steadier rise from 1.69% in January to 2.12% in December (+26%), peaking into Q4.
The Marketplaces rhythm favored late spring and summer. CTR lifted from April through July, held moderately through August–September, and weakened in Q4. This contrasts with the broader market, where engagement typically tightens in Q4 yet still climbed to a December high in the all‑industry view. In Marketplaces, October was the inflection point, breaking the mid‑year momentum; November recaptured some engagement before a softer December close.
Across all countries, Marketplaces outperformed the global benchmark in 8 of 12 months. The advantage was widest in May (+65%) and April (+51%), and remained above market through September. The gap narrowed to within 5% in June and February, turning negative in February (−5%), March (−11%), October (−31%), and December (−31%). On average, Marketplaces ran 0.20 points higher than global (2.04% vs. 1.84%). Trend-wise, the global benchmark rose steadily (+26%), while Marketplaces were choppier and finished lower year‑over‑year (−21%). Volatility was the big divider: Marketplaces swings were roughly 8× the global pattern, and the category’s annual range (1.39%–2.89%) was about 3.3× wider than the market’s (1.66%–2.12%).
These Facebook Ads benchmarks show CTR performance for Marketplaces across all countries was high but volatile—overshooting the global average most months, then losing momentum in Q4 while the broader market peaked. Understanding CTR benchmarks for the Marketplaces industry across all countries helps quantify country‑agnostic engagement patterns and compare them to global trends alongside broader CPC trends and CPM analysis.
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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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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