See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
July 2025 - July 2026
Detailed observation of presented data
Media-sector click-through rates showed a pronounced lift versus the market baseline across the 13-month window, with a clear seasonal rhythm and several standout months. 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 Media in All countries compared to the global benchmark.
CTR for Media (All countries) averaged about 3.24% over the period (June 2025 → June 2026), starting at 2.96% in June 2025 and finishing at 2.66% in June 2026 — a net decline of roughly 10% from start to finish. The year’s high came in November 2025 at 4.34%, and the low was in August 2025 at 2.21%. Monthly movement was notable: a mid-summer dip in August gave way to a strong Q3–Q4 rebound, with the largest month-to-month jumps into September and then into November. Average CTR for the same months in the global baseline was about 2.00%, so Media’s CTR sat materially above that market level for every month observed.
Volatility in the Media series was meaningful: average monthly absolute change was roughly 0.52 percentage points, compared with about 0.06 points for the baseline — roughly nine times more variable. That volatility is concentrated around the Q3→Q4 run-up and the late-winter plateau into March.
The rhythm is recognizable: late-summer softening (lowest point in August), a steep rebound into September, and a pronounced Q4 peak (November highest). December held near-Q4 levels before a pullback in early Q1, with a steadier march through February–March and another dip in April. May showed a rebound, then June ended the series lower. This pattern aligns with elevated Q4 competition and a summer lull in engagement, while late-year campaigns produced the largest upticks in CTR performance for Media.
Across every month, Media CTRs in All countries were above the global baseline. The premium over the baseline ranged from about 18% at the narrowest (August) to roughly 126% at the widest (November). On average Media outperformed global CTR levels by approximately 62%. While the global baseline trend was relatively steady (average monthly change ≈ 0.06 points), Media’s CTR profile was much choppier and higher, punctuated by sharp spikes in Q4 and notable mid-cycle retracements.
Understanding Facebook Ads benchmarks in this context ties CTR performance to broader signals also used when looking at CPC trends, CPM analysis, and country-specific ad costs. The Media industry ad performance presented here is simultaneously higher-engagement and higher-volatility than the aggregated market baseline.
Understanding Facebook Ads click-through-rate benchmarks for Media across All countries helps advertisers evaluate engagement trends and compare performance 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 Media 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app