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October 2025 - September 2026
Benchmark observations based on the selected data
Retail click-through-rate (CTR) performance largely started the year above the global benchmark but finished the 13-month window notably below it. 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.
Across July 2025 → July 2026 the Retail median CTR averaged roughly 2.12%, versus a baseline (all industries/all markets) average of about 2.04%. Retail showed a clear holiday peak in December 2025 and a steep slide into mid‑2026, producing sharper month‑to‑month swings than the global pattern.
Retail CTR opened at 2.12% in July 2025 and closed at 1.81% in July 2026 — a decline of about 15.0% from start to finish. The yearly high for Retail was 2.39% (December 2025), and the low was 1.81% (July 2026). The 13‑month mean for Retail was approximately 2.12%; the global baseline mean was about 2.04% — Retail averaged ~0.08 percentage points (≈3.9%) above the overall benchmark across the period.
Key monthly moves: November → December 2025 delivered the largest single-month jump (≈+0.346 points, the holiday lift), then December → January reversed partially (≈−0.126). The deepest decline occurred from June → July 2026 (≈−0.253 points), taking Retail to its trough. Volatility, measured as average absolute monthly change, was ~0.10 percentage points for Retail compared with ~0.08 points for the global baseline — Retail was materially more variable month to month.
There’s a familiar holiday rhythm: a pronounced December spike (2.39% in Retail), consistent with elevated engagement during Q4, followed by a taper into early Q1. Retail CTR held relatively steady through winter and spring (January–May 2026 hovered between ~2.06–2.27%), then softened into a sharp decline in June–July 2026.
The global benchmark also showed seasonality, but with different timing: baseline CTR rose toward mid‑2026 and peaked at 2.34% in July 2026 — a month when Retail was at its weakest. That mismatch created one of the largest month‑by‑month divergences in the dataset.
Viewed comparatively, Retail started the window ~13.7% above the global CTR in July 2025, and stayed above benchmark most months through early 2026. The narrowest positive gap occurred around June 2026 (~+1.8% vs baseline); April 2026 briefly flipped to slight underperformance (~−1.8%). By July 2026 the relationship inverted sharply: Retail trailed the global benchmark by ~22.8% as the baseline spiked while Retail dropped to its low.
Summarizing the relative moves: the global benchmark rose roughly +25% from July 2025 to July 2026, while Retail CTR fell ~−15% over the same interval — a divergent momentum story that increased the spread and produced the largest end‑period gap.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for Retail across All countries provides a clear view of seasonal peaks, volatility, and how industry ad performance can diverge from broader market trends. This data-driven snapshot of Retail CTR, set against the global baseline, highlights the rhythm and range of country-specific ad costs and CPM analysis implications for cross‑market comparisons.
Facebook advertising cost benchmarks
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 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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