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October 2025 - September 2026
Benchmark observations based on the selected data
Wine and Spirits click-through-rate (CTR) trends tracked here show a market that began the year below the global median, climbed into clear outperformance through spring, and then registered an extraordinary spike in July 2026. 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 compared to the global benchmark.
Wine and Spirits CTR across all countries started at 1.47% in July 2025 and finished at 9.44% in July 2026 — a rise of roughly 540% from the opening month. Across the 13-month window the median CTR averaged about 2.82%, with a low of 1.47% (Jul 2025) and a high of 9.44% (Jul 2026). The global baseline averaged 2.04% over the same period (range 1.87%–2.34%), so the Wine and Spirits series finished the year notably above the global median largely because of the July 2026 surge.
Month-to-month rhythm shows steady climbs from late 2025 into spring 2026 (for example, 1.76% in Sep 2025 → 3.46% in Apr 2026), punctuated by a sharp re-acceleration in July 2026. Absolute monthly movement averaged about 0.88 percentage points when including the July 2026 spike; excluding that extreme month the average monthly swing falls to roughly 0.36 points — still meaningfully larger than the global benchmark’s average monthly movement of ~0.08 points.
Early-season weakness (July–September 2025) gave way to a period of steady momentum into Q1 and Q2 of 2026. Notable peaks and dips: a climb into December–January (2.33% → 2.48%), a pronounced rise into April 2026 (3.46%), a pullback in May–June, and then an abrupt, outsized jump in July 2026 to 9.44%. The pattern reads as a base-building period through winter, a growth phase spring, and an extreme outlier at the July endpoint. These month-to-month movements show a rhythm of build, consolidation, and then an exceptional lift.
Relative to the global benchmark, Wine and Spirits began about 21% below the global CTR in July 2025, crossed to parity in October 2025, and then mostly outpaced the global median through mid-2026. The gap ranged from roughly −21% at its largest shortfall to about +304% at its widest surplus (July 2026). On average for the full window Wine and Spirits sat ~38% above the global median — a percentage inflated by the final-month spike; removing that month, the series is closer to ~11% above the global median. Volatility is clearly higher for Wine and Spirits — several times the baseline — driven by both steady spring gains and the exceptional July outlier.
Understanding Facebook Ads click-through-rate benchmarks for Wine and Spirits across all countries helps advertisers evaluate CTR performance, contextualize seasonal momentum, and compare industry ad performance against broader CPM analysis and CPC trends in country-specific ad costs and global Facebook Ads benchmarks.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. 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.
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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