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December 2024 - December 2025
Detailed observation of presented data
Marketplaces stood out for click-through momentum this year. Across all countries, Facebook Ads CTR for Marketplaces averaged 2.07% from December 2024 through November 2025—about 14% above the global all-industry benchmark at 1.82%. The category showed pronounced peaks in April–May and a sharp October dip, with a clear rebound into November. Volatility was a defining trait: swings were larger and more frequent than the steadier global pattern.
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.
Marketplaces CTR began at 1.72% in December 2024 and closed at 2.25% in November 2025—up 31% across the period. The year’s high arrived in May at 2.92%, following a surge in April (2.57%). The low point came in October at 1.40% before a swift recovery in November (2.25%). Over the 12-month window, CTR averaged 2.07% and ranged 1.40% to 2.92%, a spread of 1.52 points.
Month-to-month movement was choppy. Average absolute change was 0.50 percentage points, with the biggest jumps around the April lift (+1.04 pts vs March) and the June correction (−1.04 pts vs May). By comparison, the global benchmark moved just 0.05 points on average per month, underscoring how much more volatile Marketplace engagement was.
The rhythm split into distinct phases:
This sequence reflects familiar seasonal pressure in Q4 and early-year softness, but with outsized amplitude for Marketplaces.
Against the global benchmark, Marketplaces outperformed in 9 of 12 months. The gap was narrowest in December (+1%) and widest in May (+65%). Underperformance clustered in February (−6%), March (−11%), and most notably October (−31%). Overall, Marketplaces rose faster (+31% from December to November) and moved more sharply than the global trend (+16% over the same span). The global range was comparatively tight—1.66% to 2.03% (a 0.37-point spread)—highlighting how Marketplaces operated above market but with higher variance.
In summary, Facebook Ads CTR performance for Marketplaces across all countries was higher than global norms, marked by a standout April–May peak, resilient Q3, and a brief Q4 dip-then-rebound. These Facebook Ads benchmarks—viewed alongside broader CPC trends and CPM analysis—offer a clear read on industry ad performance and country-agnostic engagement dynamics for the Marketplaces category. Understanding click-through-rate benchmarks for Marketplaces across all countries helps teams gauge performance relative to global patterns.
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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