Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The main story: United States click-through-rates ran a bit higher than the global benchmark across most of the 13-month window, showing steady momentum with two notable surges and a late-period narrowing of the gap. 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 United States compared to the global benchmark.
CTR in the United States started at 1.92% in July 2025 and finished at 2.17% in July 2026 — a roughly 12.7% lift from start to finish. The US median CTR averaged about 2.10% across the period, ranging from a low of 1.92% (July 2025) to a peak of 2.29% (April 2026). By contrast the global baseline averaged near 2.04%, rising from 1.87% to 2.34% over the same window — a larger overall climb (~25%) driven by a late spike in July 2026.
Month-to-month moves show modest but clear momentum: early-season stability (July–October 2025 around 1.92–2.04%), an uptick into year-end and early Q1 (December 2025 → February 2026 saw a rise to roughly 2.12–2.20%), and a pronounced high in April 2026 at 2.29%. Two sharper month-over-month jumps in the US occurred in December (≈+0.13 points) and April (≈+0.12 points), while most other months moved in more muted increments.
Volatility averaged about 0.057 percentage points month-to-month for the US CTR series — modest absolute swings relative to the 2.10% mean. The global series recorded higher average monthly movement (~0.08 points), largely influenced by a strong final-month baseline jump.
Rhythm in the data suggests cyclical pulses rather than a straight line. Late-year activity (December) showed an uplift rather than a soft trough, and engagement continued upward into early Q1 (January–February 2026). April delivered the clearest spike of the period, after which CTRs eased back toward mid-2% levels through early summer. Across the window the pattern reads as two peak moments (Dec and Apr) separated by steadier months — a cadence that highlights periodic competitive or seasonal pressure on CTR performance.
Across 12 of 13 months the United States sat above the global median — typically by modest absolute margins (around +0.04 to +0.12 percentage points). Early in the series the US exceeded global levels by roughly 3–5%; the gap widened slightly through spring, then inverted in July 2026 when the global baseline spiked and US CTR trailed by about 0.17 points (≈7% below that month’s global level). Overall, US CTRs were slightly above market on average (2.10% vs. 2.04%) and slightly less volatile than the baseline over the period.
Understanding Facebook Ads click-through-rate benchmarks for All industries in United States provides a data-rich lens on CTR performance, complements CPC trends and CPM analysis, and contributes to broader country-specific ad costs and industry ad performance comparisons.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting United States, advertisers often face higher costs because of high competition and purchasing power. 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.
Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC may rise around Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend increases retail ad competition. December ad demand typically peaks, and retail campaigns may need larger budgets. Back-to-school promotions increase competition. Juneteenth may increase regional engagement.
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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