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June 2025 - June 2026
Detailed observation of presented data
Wine and Spirits click‑through rates (CTR) showed a clear momentum story over the 12 months examined: the category moved from subdued summer levels to a pronounced spring spike, finishing well above the overall market. 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 in All countries available compared to the global benchmark.
Wine and Spirits CTR began the period at 1.47% in June 2025 and closed at 2.62% in May 2026 — a roughly +78% lift from start to finish. Across the year the category averaged about 2.16% CTR. The low point was the early summer trough (1.47% in June/July 2025); the high point was a sharp peak of 3.42% in April 2026. Monthly extremes were notable: a steady climb from August into October, a brief dip in November, a winter rebound through March, and a dramatic surge in April followed by a pullback in May.
Quantitatively, Wine and Spirits spent the first third of the year below the global baseline, then outpaced it in the back half. Month-to-month movement was pronounced — average absolute monthly change was roughly 0.32 percentage points, reflecting meaningful swings in engagement.
Seasonal rhythm is visible. Summer (June–August 2025) held softer CTRs near 1.47–1.54%. Early autumn (September–October) showed steady lift into the low 2s, then November dipped slightly before a December–January uptick (2.33% → 2.49%). The category kept upward momentum through March (2.62%), then produced a standout April spike (3.42%) that corrected in May (2.62%). These monthly beats and pulls create a pattern of late‑year lift and spring volatility rather than a flat seasonal curve.
Compared to the global benchmark (baseline average ~2.00% over the same 12 months), Wine and Spirits started the period below market — roughly 17–21% lower in June–July 2025 — then converged in September and crossed above in October. From October 2025 through May 2026 the category generally ran above the global median, finishing about 8% higher on average. The largest gap occurred in April 2026 when Wine and Spirits CTR exceeded the global benchmark by roughly 57%. Volatility is a defining contrast: Wine and Spirits showed average monthly swings of ~0.32 points, about five times the baseline’s ~0.065 points, indicating a more erratic engagement profile versus the broader market.
Understanding Facebook Ads click-through-rate benchmarks for Wine and Spirits across All countries available provides a data-grounded view of CTR performance and how this industry’s seasonal spikes and volatility compare to global CPM/CTR analysis and broader CPC 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. 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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