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January 2025 - January 2026
Detailed observation of presented data
Wellness & Holistic Health ran ahead of the market for most of 2025, with click-through-rate (CTR) momentum building through mid-year and holding elevated into Q4. The category moved from a soft February to a clear summer peak, then eased slightly before finishing the year near its highs—stronger than the steadier, lower-volatility global trend. 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 Wellness & Holistic Health across all countries compared to the global benchmark.
The year opened at 1.73% CTR in January, dipped to the annual low in February (1.63%), then climbed persistently into an August high of 2.25%. From the February trough to the August peak, CTR gained 0.62 points—roughly a 38% lift. After August, the category hovered near the high-water mark: 2.21% in September, 2.20% in October, a brief November pullback to 2.05%, and a December rebound to 2.20%. Across the full year, Wellness & Holistic Health averaged 1.99% CTR, ranging from 1.63% to 2.25%, and ended 27% above January levels.
Volatility was noticeable but controlled: the average month-to-month absolute move was 0.13 points, with the biggest jumps clustered around March (+0.21), May (+0.18), July (+0.19), and August (+0.20). The smallest changes came in April (−0.02) and September (−0.05), signaling pauses rather than reversals.
The category followed a recognizable rhythm. Q1 showed a soft patch typical after the year-end rush, with February as the low point. Q2 established a higher baseline (averaging 1.89%) as engagement firmed, setting the stage for a distinct Q3 surge (2.17% average) led by August. Q4 held strong at 2.15% on average: October and December were near-peak levels, bookending a modest November dip.
Quarter by quarter, the progression was orderly: 1.74% in Q1, 1.89% in Q2, 2.17% in Q3, and 2.15% in Q4. That stepped ascent underscores a market that built momentum through mid-year and retained most of it into the holiday period.
Compared to the global, all-industry benchmark, Wellness & Holistic Health was consistently above market. The category’s 2025 average CTR (1.99%) topped the global average of 1.84% by about 8%. It finished the year higher as well: 2.20% vs. 2.12% in December.
The advantage held in 11 of 12 months. The gap ranged from a brief −1% underperformance in February to an 18% outperformance in August. Notably strong relative months included May (+14%), August (+18%), and September (+17%). The lead widened in Q3 (+15% vs. global) and moderated in Q4 (+6%). While the global trend rose steadily (+26% from January to December), it did so with lower month-to-month volatility (0.07 points vs. 0.13 for Wellness & Holistic Health), making the category’s path choppier but ultimately higher.
Facebook Ads benchmarks for CTR show Wellness & Holistic Health across all countries outperforming the global, all-industry trend through 2025—higher averages, stronger Q3 surge, and an elevated finish. Understanding Facebook Ads click-through-rate benchmarks for the Wellness & Holistic Health industry across all countries helps teams gauge engagement levels and compare category performance to global patterns.
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 Wellness & Holistic Health 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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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