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November 2024 - November 2025
Detailed observation of presented data
Across the past 13 months, Facebook Ads CTR performance in the United States ran consistently above the global benchmark, with a gentle sag in early Q1 followed by a durable climb into Q4. The United States started at 1.81% CTR in November 2024 and finished at 2.16% in November 2025, a steady lift that culminated in a clear year-end high. Volatility stayed moderate, punctuated by a sharper October surge. 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.
United States CTR averaged 1.88% over the period, ranging from a low of 1.71% in February 2025 to a peak of 2.16% in November 2025. The market opened at 1.81% in November 2024 and closed at 2.16% twelve months later—up 0.35 points, a 19% year-over-year rise. The largest single-month increase came in October 2025 (+0.11 points), followed by another gain in November (+0.06). The sharpest decline was the immediate move from November to December 2024 (−0.07). Month-to-month volatility averaged 0.048 points, suggesting relatively even momentum with occasional step-ups.
The path wasn’t linear: December and January drifted lower, February posted the year’s trough, and March rebounded to 1.79%. Spring was steadier (April 1.77%, May 1.83%), then the market graduated upward through summer (June 1.86%, July 1.94%, August 1.98%). September held that elevation (1.99%) before October and November broke through the 2% line, setting the period’s high.
The rhythm aligns with familiar platform seasonality. Performance softened into late Q4 and early Q1, bottoming in February, then recovered by March. From May onward, CTR advanced in a near-continuous climb, with a stronger pulse in late Q3 and a notable acceleration in Q4. Half of the month-to-month moves exceeded 0.05 points, and the two biggest jumps landed in the October–November window—typical of heightened year-end activity. By contrast, summer’s gains were incremental, lifting CTR steadily without disruptive spikes.
Relative to the global Facebook Ads benchmarks, the United States maintained an “above market” position every month. The U.S. averaged 1.88% versus the global 1.82% (+0.06 points). The gap was narrowest in August (+0.04 points, roughly 2% above global) and widest in November 2025 (+0.12 points, about 6% above). Monthly differences generally hovered between +0.05 and +0.08 points, indicating a consistent premium.
Both markets followed a similar arc—soft Q1, gradual spring recovery, firmer late-summer levels, and a Q4 surge. The U.S. posted slightly stronger growth over the period (+19% vs. global +17% from November to November). Volatility was nearly identical: average absolute monthly change of 0.048 points for the United States versus 0.049 globally. The U.S. showed a tighter range in early summer and a bigger late-year push, while the global spike in October was marginally larger.
In short, Facebook Ads CTR performance for all industries in the United States trended above the global benchmark throughout the year, with a modest Q1 dip, a steady summer build, and a pronounced Q4 lift. Understanding Facebook Ads click-through rate benchmarks for all industries in the United States helps quantify engagement levels and compare CTR performance to global trends.
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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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.
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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