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January 2025 - January 2026
Detailed observation of presented data
United States click-through-rate performance stayed consistently above the global Facebook Ads benchmarks in 2025, moving from a soft February to a decisive year-end surge. The story is steady momentum rather than sharp swings: modest gains through spring, a clear summer build, a brief Q4 wobble in November, and a strong December finish that set the annual high. 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 all industries in the United States compared to the global benchmark.
CTR in the United States averaged 1.91% across the year, ranging from a low of 1.71% in February to a high of 2.24% in December — consistently above the 1.84% global average. The year opened at 1.75% in January and closed at 2.24% in December, a 28% lift. Key waypoints: a small February dip (−1.9% vs January), steady gains into June (1.84%), a summer plateau-to-rise through August–September (1.97%–1.99%), and a notable Q4 pattern: October crossed the 2% mark (2.09%), November eased to 2.03% (−2.6% MoM), then December spiked to 2.24% (+10.2% MoM), the largest monthly jump of the year.
Volatility in the United States averaged 0.064 points in month-to-month absolute change, slightly calmer than the global benchmark’s 0.068 points. The overall annual range was wider in the United States (0.52 points vs. 0.46 globally), driven by a stronger December finish rather than persistent choppiness.
Seasonality followed familiar rhythms for CTR performance. Q1 was the softest quarter in the United States (1.75% average), with February as the trough. Q2 gained momentum (1.81%) and set a foundation for a stronger Q3 (1.97%), where engagement settled into the high‑1.9% range. Q4 brought heightened competition and richer creative cycles; October marked the first break above 2% for both the United States and the global average, November briefly cooled, and December delivered the year’s peak in the United States at 2.24%. This cadence aligns with typical year-end dynamics seen across Facebook Ads benchmarks, even as country-specific ad performance varies.
Across all months, the United States tracked above market. The gap was modest early on — roughly 3–4% higher than the global average from January through July — then tightened to its narrowest point in August (+3% vs. global) before widening into year-end. At its widest, December’s United States CTR was about 5.5% above the global level (2.24% vs. 2.12%). On a full‑year basis, the United States average of 1.91% outpaced the global 1.84% by nearly 4%. Both trends climbed into Q4, but the United States posted a slightly larger January‑to‑December increase (+28% vs. +26% globally) with marginally lower month-to-month volatility.
In short, Facebook Ads CTR performance for all industries in the United States was above the global benchmark throughout 2025, with steadier month-to-month changes and a decisive December peak. Understanding click-through-rate benchmarks for all industries in the United States helps situate country-specific ad performance within global patterns and complements broader CPC trends and CPM analysis used by performance marketers.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. 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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Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.
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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