Facebook Ads: Average CTR Benchmarks 2025
Link Click-Through Rate
The CTR (Click-Through Rate) formula is simple — as everywhere, it’s just the ratio of clicks to impressions. For advertising on Facebook and Instagram, it’s important to keep in mind that, in addition to regular clicks to your website, Meta also counts other interactions. Therefore, it is crucial to distinguish between CTR for All Clicks and CTR for Link Clicks.
This is not particularly significant information, but it may be useful to you, since the All Clicks parameter on the platform also includes likes and other reactions to your content, page follows, as well as actions such as “Share” and “Save”.
Typically, the share of such additional interactions does not exceed 10–15% of total clicks, and the main action remains a link click. However, if you consistently observe that your content is being saved to bookmarks — but you expect your ads to drive sales rather than delayed demand — pay attention to your creative. Perhaps it lacks a clear reason to purchase immediately, or your landing page doesn’t provide enough motivation for quick conversion.
Typically, the share of such additional interactions does not exceed 10–15% of total clicks, and the main action remains a link click. However, if you consistently observe that your content is being saved to bookmarks — but you expect your ads to drive sales rather than delayed demand — pay attention to your creative. Perhaps it lacks a clear reason to purchase immediately, or your landing page doesn’t provide enough motivation for quick conversion.
Average CTR Benchmarks in the U.S.:
Average Facebook ad CTRs vary significantly depending on many factors. Below, we show a chart of average CTRs for different ad optimization types in the U.S., since the campaign objective is the most important factor influencing average values.
As you’ve already understood, the average CTR may differ drastically depending on the goal of your ad campaign. But there are also other factors that affect click-through rate across different optimization types.
Creative
This is the most important factor that differentiates the CTR of campaigns even with identical optimization settings.For Reach campaigns, your creative may or may not include a strong online call to action. If you're targeting broad audiences and your message directly encourages users to visit the site, learn more, purchase, or pre-order, your creative can achieve high CTR — even though it is optimized for reach. There are limits to such clickability, but by adding a strong CTA, you can expect greater results.
For Lead Generation campaigns, your message should always include a strong call to action. However, in performance marketing, you typically aim to obtain more qualified leads — so having a lower CTR is often more beneficial. Your creative not only attracts the right audience to the page, but can also filter out irrelevant users. For example, by including borrower criteria in your ad creative for credit offers, your CTR in the early weeks may be lower than average, but it will help attract more valuable users.
Similarly, for Sales-optimized campaigns — if you show the full product price right away, you will have a lower CTR, but a more targeted audience that is prepared to consider the product at the stated price.
Audience Saturation
At launch, CTR fluctuations may be significant — for instance, after 2 impressions and 1 random click, you’d have a 50% CTR, which can hardly be considered a benchmark. But over time, your campaign will reach more of your target audience, and the CTR will stabilize closer to minimum benchmark levels. This is because as your audience saturation increases, so does ad frequency, and repeat impressions tend to yield lower CTR.At some point, you'll need to refresh your creative. You can’t abandon your target audience — but you can try to speak to them in a new way. By launching a new round of creatives, you can expect a return to your typical average CTRs.
Audience Match Accuracy
Of course, no matter how compelling or motivating your message is, if it’s not reaching the right audience, you’ll see CTR below even the minimum benchmarks. Likewise, if you start a new campaign using Advantage+ audiences, you’ll likely see lower results in the beginning.We recommend using manual targeting in new ad accounts and only switching to broader audiences after completing initial campaigns.
Your Industry-Specific CTR Benchmarks
Category can also affect average CTR values — but this is usually strongly tied to audience match.If you promote complex medical equipment and your niche consists of highly specialized doctors, you're unlikely to find them through manual targeting, and will have to rely on indirect signals. So, you'll likely have a lower average CTR.
Don’t confuse the industry factor with audience match accuracy.
Industry often implies different average order values. For example, low-priced products usually show better CTR than high-ticket items, but the impact of this factor on overall CTR variation is typically no more than 3–4%.
Entertainment as a category always tends to have higher CTR, since it’s inherently linked to content consumption. If you're promoting a trailer for a well-known movie or a gaming app, you can expect significantly higher CTRs than the average benchmarks mentioned earlier.
Even your brand can impact average CTR due to the age profile of your audience. Younger users tend to click less, resulting in lower average and peak CTRs. In contrast, targeting audiences aged 45+ may yield higher average CTRs, as this group typically engages more.
Region
This is a major factor. In different countries, people are exposed to different volumes of ad content. You may notice this when seeing low CTR in the U.S., and high CTR in the Philippines. This is important in planning. Foreign markets offer not only a lower CPM, but also a higher CTR — however, lower conversion rates typically offset most of that advantage.And finally, the invisible hand of the market
A high CTR will eventually be pulled back toward average levels, since optimization algorithms take extreme CTR values into account and treat them as a signal to expand the audience.If Meta sees your creative consistently performing with a 5% CTR, and identifies a large enough audience reacting to it with such interest, the system will inevitably broaden the pool of users your ad is shown to.
This helps scale your campaigns in Meta, so study your creatives, test them, and aim to go beyond the average CTR benchmarks.