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June 2025 - June 2026
Detailed observation of presented data
Retail click-through-rate (CTR) performance ran ahead of the global benchmark across most months, showing a seasonal lift into the holiday period and then a modest normalization in spring. 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 in All countries available compared to the global benchmark.
Over the 12‑month window (June 2025–May 2026) Retail averaged a 2.14% CTR, starting at 1.96% in June 2025 and finishing at 2.14% in May 2026 — a net rise of about 9% from the opening month. The peak came in December 2025 at 2.39%, while the low was June 2025 at 1.96%, giving a range of roughly 0.44 percentage points. Month-to-month movement shows clear episodic lifts: a steady climb through summer, a pullback in September, a sharp holiday spike in December (+0.34 points from November), and a gradual softening across Q1 into early spring.
Comparatively, the global baseline averaged about 2.00% over the same months. Retail’s median CTR exceeded that baseline by roughly 0.14 points — about a 7% premium. Retail outperformed the global trend in 11 of 12 months; April 2026 was the only month where Retail trailed slightly (Retail 2.13% vs. baseline 2.18%, ≈‑2%).
Volatility for Retail was meaningful but concentrated: average absolute monthly moves were about 0.09 percentage points, driven largely by the November→December jump. That is notably higher than the global monthly volatility of roughly 0.06 points, signaling choppier swings in Retail CTRs.
Seasonality is visible and typical of retail cycles. Summer showed a build from June into August, with a softening in September. The most pronounced seasonal rhythm appears in Q4: a sharp December lift coinciding with holiday spend produced the highest CTR of the year (2.39%). January and February retained elevated levels (around 2.26% and 2.24%), then CTRs eased through March and flattened into April–May near 2.13–2.14%. Overall, performance softens into spring after the Q4 high, then stabilizes.
Viewed against the global benchmark, Retail was above market for almost the entire period — sometimes materially so. The gap was narrowest in April/May 2026 (about 2–3% below/near parity) and widest in December 2025 (about 16% above the global CTR). In relative terms: the global trend rose modestly across the year, while Retail showed stronger peaks and slightly larger swings — a pattern of higher engagement but more volatility.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for Retail in All countries available provides a grounded view of industry ad performance, CPM analysis comparisons, CPC trends context, and broader country-specific ad costs signals for cross‑market evaluation.
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.
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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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