See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Media advertisers spent most of the past year well above the global Facebook Ads benchmarks for click-through rate, riding a strong mid-year lift, a late‑Q3 surge, and then an abrupt Q4 reversal. Across all countries, CTR for the Media industry averaged 3.10%, far higher than the 1.82% global benchmark, with September standing out as the peak. Momentum built steadily through Q2, cooled in July, then spiked in September before a sharp drop in November that briefly pulled performance below market. 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 across all countries compared to the global benchmark.
The period opened at 2.05% CTR in November 2024 and closed at 1.22% in November 2025, a −41% year-over-year decline despite an exceptionally strong mid‑year run. The average sat at 3.10%, with a range from a high of 4.88% in September 2025 to that November 2025 low. Notable lifts included February (+0.53 points to 2.95%), April (+0.76 to 3.57%), and the sharp August-to-September jump (+1.60 to 4.88%). Corrections appeared in July (−0.76 to 3.24%) and again in October (−1.14 to 3.74%), but the largest swing came in November 2025 (−2.52 to 1.22%).
Volatility was the defining characteristic. Month-to-month moves averaged 0.70 percentage points for Media across all countries—around fourteen times the global benchmark’s much steadier 0.05 points. Despite the choppiness, the May–June plateau around 3.61–4.00% and the late‑Q3 crescendo underscored broad audience responsiveness to Media creative through much of the year.
Seasonally, CTR rose from December through June, suggesting a prolonged upswing across late Q4 and Q2. Q2 (April–June) averaged roughly 3.73%, with a brief July pullback and a modest August rebound. September delivered the cycle high at 4.88%, followed by an October cooldown to 3.74% and a November break to 1.22%. The pattern reflects a strong mid‑year engagement rhythm for Media, a late‑Q3 spike, and a Q4 whipsaw that reset levels sharply lower by period end.
By contrast, the global benchmark traced a smoother arc: a mild dip into February (1.66%), then a gradual climb to a November 2025 high of 2.04%. The global average rose +16% from November to November, with limited monthly turbulence.
Relative to the global benchmark, Media CTR across all countries consistently ran above market from November 2024 through October 2025—by +17% at the narrowest gap (November 2024) and up to +156% at the widest (September 2025). On average, Media outperformed the global CTR by about +70% across the period (3.10% vs. 1.82%). The exception came in November 2025, when Media dipped 41% below global levels (1.22% vs. 2.04%). The global trend rose steadily (+16% Nov‑to‑Nov), while Media’s path was markedly more volatile: a +138% lift from November 2024 to September 2025, followed by a sharp Q4 reset.
In sum, Facebook Ads CTR performance for the Media industry across all countries was high but volatile: strong mid‑year engagement, a September peak, and an unusual November drop that briefly undercut global benchmarks. Understanding Facebook Ads click‑through rate benchmarks for the Media industry across all countries helps performance marketers contextualize industry ad performance against global patterns and gauge how CTR trends diverge from broader market baselines.
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.
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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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