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January 2025 - January 2026
Detailed observation of presented data
Globally, Wine and Spirits click-through-rate (CTR) moved through a dramatic mid-year dip and a sharp Q4 rebound, finishing the year above the all-industry benchmark but averaging below it overall. Across all countries, the category averaged 1.48% CTR in 2025, trailing the global all-industry benchmark at 1.84% by roughly 20%. The storyline is a three-act arc: a promising Q1 lift, a pronounced Q2–Q3 trough, and a decisive December spike to the annual 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 across all countries compared to the global benchmark.
Wine and Spirits started at 1.63% CTR in January and ended at 2.54% in December, a 0.90-point rise (+55%). The annual high landed in December (2.54%), while the low came in June (0.89%), producing a wide 1.65-point range. Average monthly volatility measured 0.30 points in absolute moves—over four times the global benchmark’s steadier 0.07-point rhythm—signaling a choppier category ride.
Momentum built early: February (1.85%) and March (1.96%) outperformed the global baseline by 11–13%. Then the floor dropped out in April (1.11%, down 0.85 points month over month) and deepened into June’s low. A slow, tentative rebuild stretched through Q3—July at 1.12%, August at 1.12%, September at 1.21%—before a more convincing climb in Q4 (1.48% in October, 1.57% in November), capped by the year’s largest single-month jump in December (+0.97 points to 2.54%).
Across the year, Wine and Spirits outperformed the global benchmark in 3 of 12 months (February, March, December) and trailed it in the remaining nine.
The quarterly rhythm underscores the slope:
By contrast, the all-industry benchmark followed a steadier climb: 1.69% in Q1, 1.75% in Q2, 1.89% in Q3, and 2.02% in Q4—consistent with broader Facebook Ads benchmarks that typically firm into year-end.
Relative to the global baseline, Wine and Spirits trailed by 20% on average (1.48% vs. 1.84%). The gap was narrow or positive early and late, but wide mid-year:
The widest deficit arrived in June (about 50% below global CTRs), while the narrowest moments were March and December, when Wine and Spirits ran ahead of the market.
In sum, Facebook Ads CTR performance for Wine and Spirits across all countries was more volatile than the market, marked by a deep Q2 trough and a decisive December surge. Understanding Facebook Ads click-through-rate benchmarks for the Wine and Spirits industry across all countries helps advertisers evaluate engagement rhythms and compare results to global patterns.
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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