See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
The global Facebook Ads benchmarks for click-through rate tell a steady story of improvement across 2025, capped by a strong Q4 and a high start to 2026. CTR performance began the year near 1.69% in January, dipped slightly in February, then climbed through summer and accelerated into the holiday period, peaking at 2.10% in December before easing to 2.08% in January 2026. Volatility was modest overall, with a few clear inflection points in October–December.
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 all industries across all countries compared to the global benchmark.
From January 2025 (1.69%) to January 2026 (2.08%), global CTR rose about 23%, with the year’s low in February (1.65%) and the high in December (2.10%). The 13-month average landed at roughly 1.86%, with a range of 0.45 percentage points between the peak and trough.
Momentum built progressively. After a brief softening in April (1.70%), CTR rebounded and moved higher through mid-year: May (1.76%) and June (1.78%) set the stage for a steadier Q3 around 1.89% (July 1.88%, August 1.90%, September 1.89%). October broke into a new zone at 2.01%, November cooled to 1.94%, and December surged to the annual high of 2.10%. January 2026 held most of that strength at 2.08%.
Month-over-month volatility averaged about 0.06 percentage points, with the largest single-month lift occurring from November to December (+0.16 points) and the sharpest pullback from October to November (−0.07 points). Across the 12 monthly intervals, seven registered gains and five declines — a generally upward trend punctuated by short pauses.
Seasonality was visible in the rhythm of the year. Q1 was soft-to-stable (average 1.69%), Q2 improved steadily (average 1.75%), and Q3 maintained higher engagement near 1.89%. Q4 stood out as the strongest stretch at an average of about 2.02%, with October’s break above 2% and December’s peak defining the year’s high watermark. Taken together, H2 (1.95% average) outperformed H1 (1.72%) by roughly 14%, reflecting a clear second-half lift that carried into January 2026.
Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1. In this window, CTR bucked that expectation, strengthening into year-end and remaining elevated into the new year.
Because this view aggregates all industries across all countries, the selected dataset is the global benchmark. Every monthly value matches the baseline, and the gap is effectively zero throughout. The trend, levels, and volatility are identical, offering a clean reference point for comparing future country-specific ad costs or industry ad performance against this global CTR baseline.
In sum, Facebook Ads CTR performance for all industries across all countries averaged 1.86% from January 2025 to January 2026, rising from 1.69% to 2.08%, with a December peak at 2.10% and modest month-to-month volatility. Understanding Facebook Ads click-through rate benchmarks for all industries across all countries helps marketers interpret CTR performance trends and anchor CPC trends and CPM analysis to a clear global reference.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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