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February 2025 - February 2026
Detailed observation of presented data
Wine and Spirits advertisers spent early 2025 ahead of the market, stumbled through mid-year, then rallied into the holidays—before an outsized January 2026 surge reset the narrative. Compared to the global Facebook Ads benchmarks, CTR performance for Wine and Spirits across all countries was more volatile, with deeper troughs and a dramatic year-end lift.
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 Wine and Spirits across all countries compared to the global benchmark.
Across January 2025 to January 2026, Wine and Spirits CTR averaged 1.75%, ranging from a low of 1.12% in June to a period-high 4.22% in January 2026. The series began at 1.79% in January 2025, dipped through mid-year, then climbed to 2.03% in December before leaping to 4.22% in January 2026—up 135% from the prior January.
Key movements defined the arc:
Volatility averaged 0.37 points month to month—far choppier than the global benchmark’s 0.06 points. Even excluding the January 2026 spike, Wine and Spirits still swung 0.20 points monthly on average.
The mid-year lull was pronounced. April–June averaged 1.28% for Wine and Spirits, well below the stronger Q1 average of 1.90%. Late summer stayed soft (Q3 averaged 1.25%), with the recovery gaining speed into Q4 as holiday creative and demand typically boost engagement: October and November hovered around the mid‑1.6% range, and December’s 2.03% marked the second-highest month of the period before the January surge.
Globally, CTRs tended to firm through the year, peaking around the holiday period (2.10% in December) and easing slightly in January. Wine and Spirits mirrored the Q4 lift but broke pattern with an exceptional January rebound.
Against the all‑industry global benchmark (1.86% average), Wine and Spirits landed slightly below at 1.75% (−6%). The gap shifted notably over the year:
Quarterly framing underscores the divergence: Wine and Spirits outperformed in Q1 (+12% vs. global), underperformed in Q2 (−27%) and Q3 (−34%), narrowed the gap in Q4 (−13%), and then vaulted above the baseline in early Q1 2026.
In summary, Facebook Ads CTR performance for the Wine and Spirits industry across all countries showed a high‑variance year: early outperformance, a mid‑year trough, a steady Q4 climb, and a standout January 2026 spike. Understanding Facebook Ads click‑through rate benchmarks for Wine and Spirits across all countries helps marketers read engagement momentum against global patterns, complementing broader CPC trends and CPM analysis.
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 Wine and Spirits 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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