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August 2025 - August 2026
Detailed observation of presented data
Marketplaces CTR started the period comfortably above the global benchmark, rode a Q1/Q2 rebound, then experienced a dramatic collapse in the final month. 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 available compared to the global benchmark.
Click-through-rate (CTR) for Marketplaces averaged roughly 2.05% across the 13-month window, starting at 2.34% in July 2025 and finishing at 0.30% in July 2026. The high point was June 2026 at about 2.60%; the low point was July 2026 at 0.30%, producing a range of ~2.30 percentage points. Month-to-month movement averaged ~0.41 percentage points in absolute terms — a figure driven largely by the June→July collapse of −2.30 points. Excluding that final outlier, monthly swings averaged ~0.24 points.
Notable moves: a softening in October–December 2025 (falling to 1.77% in October and 1.56% in December), a rebound into early 2026 (2.12% in January, 2.33% in March), and a run-up to the June peak. The single largest month-over-month rise was December→January (+0.55 points, ~35%), while the largest drop was June→July (−2.30 points, about −87% relative to the baseline July value).
The cadence shows a typical Q4 softness — CTR drifted down through October and December — followed by a pronounced rebound in Q1 and strengthening through late Q2. That rhythm (soft Q4, rebound in Q1) appears here: December’s trough of ~1.56% gives way to a steady recovery through May–June. July 2026 breaks the seasonal narrative with an abrupt collapse, interrupting the otherwise clear seasonal climb from winter into summer.
Against the baseline, Marketplaces were, on average, essentially on par: marketplace CTR averaged ~2.05% versus a global benchmark of ~2.04%. However, the monthly gaps moved a lot. For most months Marketplaces were above global CTRs (July–September 2025, Feb–June 2026), with positive gaps from roughly +3% up to +28% (June). In January–April 2026 the gap narrowed to near parity (within ~0.5 percentage points). At the extreme, July 2026 saw Marketplaces about 87% below the global CTR for that month. Baseline monthly volatility was small (≈0.08 percentage points); Marketplaces were materially more volatile even excluding July’s collapse (~0.24 points vs. 0.08).
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for Marketplaces across All countries available offers a clear, data-driven picture of how an industry can track with—and diverge from—global averages in both steady and volatile months.
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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