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October 2025 - September 2026
Benchmark observations based on the selected data
Media advertisers started the period with above-market engagement, rode a pronounced holiday lift, and then saw CTRs cool into mid‑2026. 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 available compared to the global benchmark.
Click‑through‑rate (CTR) for Media averaged about 3.14% across the 13 months, starting at 2.45% in July 2025 and finishing at 2.00% in July 2026 — an overall decline of roughly 18% from start to finish. The high point came in November 2025 at 4.32%, with a near‑equal peak in December at 4.23%. The trough was 2.00% in July 2026. By contrast, the global baseline CTR averaged about 2.04% over the same window (starting 1.87% and ending 2.34%).
Month‑to‑month movement in Media was pronounced: the largest single climbs were August→September (+1.00 percentage point) and October→November (+1.21 p.p.), while steep drops showed up May→June (−1.08 p.p.) and June→July (−0.40 p.p.). Across the year the Media series moved an average absolute amount of ~0.53 percentage points per month, indicating substantial churn in CTR levels.
Seasonality shows a clear Q4 surge: the most significant lift appears in late Q3 into Q4 (September→November), culminating in November’s 4.32% peak and a stable December at 4.23% — a typical holiday‑period elevation in engagement. Early Q1 (January–March) held stronger-than-average CTRs (3.7%→3.3%) before a gradual erosion into April (2.75%). May produced a mid‑cycle rebound to ~3.48%, followed by a sharp summer softening through June and July 2026, where CTRs moved back toward the low end of the range.
This rhythm — Q4 lift, Q1 carry, spring easing, a May bump, and summer decline — produced a jagged tempo rather than a smooth trend line.
Across the window Media’s CTR was generally above the global benchmark: the Media average (~3.14%) exceeded the baseline (~2.04%) by about 54% overall. Monthly gaps ranged widely — Media led global CTRs by roughly 31% in July 2025, swelled to a 124% lead in November 2025, and then narrowed through 2026. By the final month (July 2026) Media CTR (2.00%) fell about 14% below the global baseline (2.34%). Volatility also differentiated the series: Media’s monthly movement averaged ~0.53 p.p., versus ~0.08 p.p. for the global baseline — meaning Media CTRs were notably more volatile than the broader market.
Understanding Facebook Ads click‑through‑rate benchmarks for Media in All countries available helps frame how CTR performance and seasonality diverge from a global baseline, and how volatility concentrated around Q4 and the subsequent summer softening shaped the year’s narrative.
Facebook advertising cost benchmarks
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 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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