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July 2025 - July 2026
Detailed observation of presented data
Wine and Spirits CTRs started the period well below the global median but finished significantly above it, driven by a steady climb through late 2025 and a sharp surge in spring 2026. Volatility was pronounced: the market moved from a low in mid‑2025 to multiple peaks in early and mid‑2026, with April 2026 standing out as the single-month high. 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.
Click‑through‑rate (CTR) for Wine and Spirits averaged about 2.23% across the 13 months, ranging from a low of roughly 1.47% (June–July 2025) to a high of 3.46% (April 2026). The series began at 1.47% in June 2025 and closed at 3.03% in June 2026 — a roughly +105% lift year‑over‑year from start to finish. By contrast, the global baseline averaged about 2.00% over the same period, with a modest rise from 1.78% to 2.08% (+17%).
Month-to-month movements tell a bumpy tale. After a flat June–July 2025, CTR edged up into autumn (August–October), slipped slightly in November, then lifted into a stronger holiday peak in December (2.33%) and an even higher January 2026 reading (2.49%). Spring brought bigger swings: March reached ~2.66%, April spiked to 3.46% (the year’s high), May softened to 2.59%, and June rebounded to 3.03%.
Volatility measured as average absolute monthly change was about 0.34 percentage points for Wine and Spirits — nearly six times the baseline’s average monthly swing (~0.06 points). That contrast underscores a market with larger, less predictable month-to-month swings.
Seasonal rhythm appears: a soft mid‑year in 2025 gives way to a steady climb into Q4 and a holiday lift in December, followed by continued momentum into a pronounced spring peak. December–January shows a clear upward movement (holiday lift and new‑year momentum), while March–April brings the largest single rise of the series. May shows a pullback, and June reasserts strength with a second peak. Overall, Q4 to Q2 behavior reads as a lift through the holidays and a strong rebound into spring, punctuated by sharper swings than the global norm.
Across the year Wine and Spirits started well below global CTRs (about 17–21% below in mid‑2025) and then flipped to above‑average performance from October 2025 onward. The gap widened most dramatically in April 2026, when Wine and Spirits CTRs were roughly 59% above the global benchmark; June 2026 also remained elevated (~45% above baseline). Averaged across the period Wine and Spirits ran about 11.5% higher than the global median (2.23% vs. 2.00%), but the path there was notably more volatile — larger month-to-month lifts and dips compared with the steadier global trend.
Understanding Facebook Ads click-through-rate benchmarks for Wine and Spirits in All countries available helps advertisers evaluate CTR performance, compare industry ad performance to broader CPM analysis and CPC trends, and contextualize country-specific ad costs against global Facebook Ads benchmarks.
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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