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November 2024 - November 2025
Detailed observation of presented data
Global Wine and Spirits click-through rate (CTR) on Facebook Ads spent most of the year below the broader market, but with dramatic swings. After a soft Q4 2024, the category surged through late winter, briefly outperforming the global benchmark in February and March, then fell sharply in spring before regaining ground into October. It’s a story defined by momentum and volatility: strong peaks, deep troughs, and a late-year rebound that narrowed—though didn’t close—the gap with 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 across all countries compared to the global benchmark.
Across November 2024–October 2025, Wine and Spirits CTR averaged 1.31%, ranging from a low of 0.88% in June to a high of 1.94% in March. The year opened at 0.99% in November 2024 and closed at 1.54% in October 2025, a 56% lift end to end.
The strongest run came in Q1 2025: 1.63% in January, 1.83% in February, and a peak at 1.94% in March. Then the floor dropped—April slid to 1.11% (down 0.83 points from March), May ticked up to 1.23%, and June marked the trough at 0.88%. From that bottom, CTR rebuilt steadily: 1.12% in July and August, 1.20% in September, and 1.54% by October—up 76% from the June low.
Volatility was pronounced. Month-to-month absolute movement averaged 0.27 percentage points, with the most abrupt shifts in April (−0.83 points) and January (+0.52 points). By contrast, August was nearly flat (+0.01 points), signaling a brief mid-year pause before the Q4 climb.
The pattern is clear in quarterly rhythm:
This aligns with typical seasonal dynamics: Q1 often benefits from renewed consumer attention, while late spring and summer can be softer, with early Q4 seeing renewed momentum as competition rises.
Against the global benchmark, Wine and Spirits CTR underperformed on average: 1.31% vs. 1.81%, about 28% lower. The global market moved steadily upward (+19% from November to October) with limited volatility (0.06 points average monthly change), while Wine and Spirits was choppier (+56% from start to end) and far more volatile.
There were brief moments above market: February (+10% vs. global) and March (+12%). Elsewhere, the category trailed, with the narrowest gap in January (3% below) and the widest in June (52% below). Through Q2 and Q3, the category remained consistently below average, before October’s rebound narrowed the deficit to 26%.
Overall, Facebook Ads CTR performance for the Wine and Spirits industry across all countries shows a high-variance year: a strong Q1 surge, a pronounced Q2 trough, and a controlled climb into early Q4, still below the broader market. Understanding Facebook Ads click-through rate benchmarks for Wine and Spirits across all countries helps marketers gauge engagement momentum and compare industry ad performance to global CTR 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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