Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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