See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Retail’s Facebook Ads benchmarks across all countries ran consistently above the global all‑industry baseline for most of the year, but with sharper swings and a late‑year narrowing. CTR opened strong in November 2024, lifted into mid‑2025, spiked in July–August, dipped in September, and rebounded in October before easing slightly into November 2025. The pattern shows a market that outperforms on engagement yet carries more volatility than the global benchmark.
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 Retail across all countries compared to the global benchmark.
Retail CTR began at 1.89% in November 2024 and closed at 2.01% in November 2025, a 6.5% lift over 13 months. The average for the period was 1.98%, with a high of 2.13% in August 2025 and a low of 1.86% in December 2024. The overall range (0.28 points) equates to roughly a 15% spread from low to high.
Momentum built through early 2025: after a soft December (−1.6% vs. November), CTR hovered near 1.89% in January–February, then climbed to 2.01% in March. A steady spring leveled into June (1.97%), before a clear summer lift to 2.13% in July–August. September marked the sharpest correction (−0.20 points), followed by a near‑equivalent rebound in October (+0.16 points) and a mild step down in November 2025 (2.01%).
Monthly volatility averaged 0.08 points for Retail, notably higher than the market’s 0.05. The largest month‑over‑month gains came in July and October (both +0.16), while September posted the steepest decline (−0.20). Retail spent five months at or above a 2.0% CTR (March, July, August, October, November).
Seasonality reads as expected for Retail: a soft December, stabilization through late Q1, and a mid‑year lift that peaks over back‑to‑school timing. The September pullback is pronounced, a familiar late‑Q3 cooling before Q4 competition tightens the market. In Q4 2025, Retail saw a strong October peak (2.10%) with a lighter November, reflecting the tug‑of‑war between elevated demand and rising auction pressure.
Quarterly levels underscore that rhythm: Q1 2025 averaged 1.93%, Q2 ticked up to 1.95%, and Q3 led the year at 2.07% before Q4 (Oct–Nov) held near 2.05%.
Against the global all‑industry baseline (average CTR 1.82%), Retail across all countries averaged 1.98%—about 9% above market. Retail outperformed in 12 of 13 months. The premium was widest in March (+16% vs. global) and narrowest in November 2025, when Retail slipped 1.6% below the global level (2.01% vs. 2.04%).
The global trend climbed more steadily (+16% from November 2024 to November 2025) versus Retail’s choppier +7%. Volatility tells the same story: Retail’s month‑to‑month change averaged 0.08 points, roughly 55% higher than the global benchmark’s 0.05. The baseline’s largest jump arrived in October (+0.13), mirroring Retail’s October lift but with a steadier cadence overall.
Facebook Ads click‑through‑rate benchmarks for the Retail industry across all countries show above‑market CTR performance, a pronounced mid‑year peak, and higher volatility than the global average. Understanding CTR performance within Retail across all countries—and how it compares to the global benchmark—helps contextualize industry ad performance alongside broader Facebook Ads benchmarks, CPC trends, CPM analysis, and country‑specific ad costs.
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 Retail 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