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August 2025 - August 2026
Detailed observation of presented 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.
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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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