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January 2025 - January 2026
Detailed observation of presented data
Across all countries, Media’s Facebook Ads CTR performance consistently outpaced the global, all‑industry benchmark in 2025—and did so with far sharper swings. The year opened modestly, accelerated through spring, surged in September, and closed strong in December. While the global market climbed gradually, Media’s trajectory was more dramatic, with a wider range and bigger month-to-month moves that shaped a distinctly higher, but more volatile, engagement profile.
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.
Media CTR began at 2.52% in January and finished at 4.45% in December, a 77% lift over the year. The monthly median averaged 3.58%, ranging from a low of 2.52% (January) to a peak of 4.86% (September). Key movements defined the year’s rhythm: a spring climb from March to June (+1.16 points), a brief mid‑summer dip in July–August, a September spike (+1.56 points month over month, +48%), a corrective step-down in October (−1.20 points), and a steady rebuild into the holidays.
Volatility was a defining feature. Media’s average absolute monthly swing was 0.55 points, versus just 0.07 points for the global benchmark—roughly eight times more movement. The full‑year range underscored this: 2.34 points for Media compared to 0.46 points globally.
The global, all‑industry CTR averaged 1.84% for the year, with a mild rise from 1.69% in January to 2.12% in December (+26%). Its largest monthly lift came in December (+0.18 points), and the sharpest pullback was November (−0.07 points)—both notably smaller than Media’s moves.
Seasonally, Media’s CTR was softest in Q1 (2.77% average), strengthened in Q2 (3.73%), and stayed elevated in Q3 (3.80%) with the September spike. Q4 was the high-water mark at 4.02%, reflecting strong year‑end engagement. While performance typically tightens through Q4 as competition rises, engagement here remained elevated into holiday weeks.
Global CTR showed a steadier cadence: Q1 at 1.69%, Q2 at 1.75%, Q3 at 1.89%, and Q4 at 2.02%—a consistent, low‑volatility climb.
Media’s CTR outperformed the global benchmark every month, averaging roughly double (+95% above the global annual average). The gap was narrowest in January (+49% above market) and widest in September (+157%). Through the year, the global series rose steadily (+26%), while Media’s line was choppier but more expansive (+77%), with standout months in April–June and September–December.
At a practical level, this means Media’s CTR performance is both above market and more variable: higher highs (4.86% vs. the global peak at 2.12%) and larger month‑to‑month shifts (0.55 vs. 0.07 points).
In short, Facebook Ads CTR performance for the Media industry across all countries outpaced the global benchmark by a wide margin and followed a higher‑volatility arc—soft early, strong mid‑year, and robust into Q4. Understanding these Facebook Ads benchmarks and CTR performance patterns for Media across all countries helps teams frame industry ad performance alongside the steadier global trend, complementing broader CPC trends and CPM analysis.
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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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.
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