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February 2025 - February 2026
Detailed observation of presented data
Wellness & Holistic Health clicks ran above the broader market for most of the year, with a clear mid‑year lift and a pronounced late‑summer peak. The category’s Facebook Ads CTR performance was both stronger and choppier than the global benchmark: higher averages, bigger spikes, and a couple of brief step‑downs. 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.
Across all countries, Wellness & Holistic Health CTR averaged 1.99% from January 2025 through January 2026, compared with a 1.86% global average—about 7–8% higher overall. The period opened at 1.74% in January 2025, dipped to a low of 1.64% in February, then climbed into a sustained mid‑year upswing that culminated in a high of 2.25% in August. The year closed at 2.16% in December and 2.08% in January 2026, up 20% from the prior January.
Volatility was a defining trait. Month‑to‑month swings averaged 0.12 percentage points, nearly double the global benchmark’s 0.06. The sharpest single lifts came in March (+0.21 points), May (+0.17), July (+0.20), and August (+0.19), while the main pullbacks appeared in June (−0.14) and November (−0.14). Overall range ran 0.61 points—from a February trough to the August peak—signaling a category that moves quickly when engagement aligns.
The rhythm tracked a familiar arc for engagement metrics: a late‑winter softness, a spring rebound, and robust mid‑year momentum. After February’s trough, CTR rose through May, paused in June, and accelerated across July and August—when Wellness & Holistic Health audiences were most responsive. Autumn cooled from the August high, but performance remained elevated: October to December averaged 2.14%, with a small dip in November and a year‑end bump in December.
Quarterly and half‑year patterns reinforce the story. Q3 was the strongest stretch for the category (2.17% average), edging Q4 (2.14%). The second half outperformed the first by 18%, with H1 averaging 1.82% versus 2.15% in H2. By contrast, the broader market’s strongest period was Q4, hinting that Wellness & Holistic Health engagement peaked earlier than typical cross‑industry seasonality.
Relative to the global benchmark, Wellness & Holistic Health sat above market in 11 of 13 months. The category’s advantage was modest early in the year (+3% in January), briefly reversed in February (−1%), then widened decisively through late summer. At its widest gap, August outpaced the global CTR by 0.35 points—about an 18% lead. Even in the heavier Q4 landscape, Wellness maintained an edge of 3–9% in October–December, before essentially matching the global level in January 2026 (−0.2%).
Trend lines diverged in tempo. The global benchmark climbed steadily (+23% from January to January), peaking in December. Wellness & Holistic Health rose more unevenly (+20%), with bigger surges mid‑year and slightly softer holiday momentum—stronger CTR performance on average, but more volatile than the all‑industry pattern.
These Facebook Ads benchmarks highlight how CTR performance for Wellness & Holistic Health across all countries consistently ran above the global market, with a mid‑year surge, an August peak, and elevated levels into Q4. Understanding click‑through‑rate trends—alongside CPC trends, CPM analysis, and broader industry ad performance—helps frame category expectations and compare country‑specific ad costs 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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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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