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June 2025 - June 2026
Detailed observation of presented data
Media-sector CTRs outperformed the global benchmark throughout the year, trading a steadier upward momentum punctuated by sharp monthly swings. 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 3.28% across the 12-month window (June 2025–May 2026), versus a global baseline average of roughly 2.00% — roughly 60–65% higher on average. Media CTR began the period at 2.96% in June 2025 and closed at 3.54% in May 2026, an absolute rise of 0.58 points (≈ +19.7% relative gain).
There were clear highs and lows: the lowest Media CTR was ~2.21% in August 2025; the peak arrived in November 2025 at 4.34%, with December sustaining a similarly high 4.23%. The intra-year range (low to high) was about 2.13 percentage points. Month-to-month swings were material — average absolute monthly change was ~0.49 percentage points, driven by large jumps like Aug→Sep (+44% relative) and Oct→Nov (+40% relative).
By contrast, the global baseline was much flatter: it rose modestly from 1.78% to 2.08% over the same span (≈ +17% year-on-year) and showed average monthly moves of only ~0.06 points.
A rhythm emerges: a softer late-summer trough in August, a pronounced lift into late Q4 with November–December spikes, then normalization across Q1 and a softer dip into April before a rebound in May. August’s low (~2.21%) sits against large autumnary gains — the Nov spike (4.34%) more than doubles the August level in absolute terms. The Q4 elevation suggests intensified engagement or creative resonance in the Media category during year-end months, followed by a settling phase in early 2026.
Across All countries available, Media CTRs ran consistently above market baseline. The gap varied: at their narrowest in August 2025 Media CTR was only about 18% above the global level; at their widest in November 2025 Media CTR exceeded global CTRs by roughly 126%. Overall volatility in the Media series was roughly 7–8× greater than the global benchmark’s volatility, underlining that Media CTR performance was notably choppier even as it stayed above average.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for Media across All countries available clarifies how industry ad engagement moves against global CPM analysis and CPC trends — a data-grounded lens on industry ad performance and country-specific ad costs for Media in All countries available.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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