1.71% for traffic campaigns. 2.59% for leads. 2.19% median across 35,000 ecommerce brands. Four public datasets measure CTR four different ways, so the tables below state the definition and period for every row and link each figure to its source.
WordStream by LocaliQ · Data: April 2024 to June 2025 · Published September 2025
| Industry | CTR, traffic | CTR, leads | Source |
|---|---|---|---|
| All industries (average) | 1.71% | 2.59% | WordStream |
| Animals and pets | 1.64% | n/a | WordStream |
| Apparel, fashion and jewelry | 1.29% | n/a | WordStream |
| Arts and entertainment | 2.10% | 3.92% | WordStream |
| Attorneys and legal services | 1.76% | 2.11% | WordStream |
| Automotive, for sale | 1.48% | n/a | WordStream |
| Automotive, repair and service | 0.80% | n/a | WordStream |
| Beauty and personal care | 1.81% | 2.55% | WordStream |
| Business services | 1.38% | n/a | WordStream |
| Career and employment | n/a | 2.81% | WordStream |
| Dentists and dental services | n/a | 1.05% | WordStream |
| Education and instruction | 1.45% | 1.86% | WordStream |
| Finance and insurance | 0.98% | n/a | WordStream |
| Furniture | 1.39% | 1.48% | WordStream |
| Health and fitness | 1.63% | 1.72% | WordStream |
| Home and home improvement | 1.28% | 1.94% | WordStream |
| Industrial and commercial | 1.36% | 2.08% | WordStream |
| Personal services | 1.70% | 1.99% | WordStream |
| Physicians and surgeons | 0.83% | 3.02% | WordStream |
| Real estate | 1.68% | 3.75% | WordStream |
| Restaurants and food | 1.67% | 2.97% | WordStream |
| Shopping, collectibles and gifts | 4.13% | n/a | WordStream |
| Sports and recreation | 2.60% | 3.41% | WordStream |
| Travel | 2.76% | n/a | WordStream |
Triple Whale · Full year 2025 · About 35,000 brands · Updated April 2026
| Industry | Median CTR | Source |
|---|---|---|
| All industries (median) | 2.19% | Triple Whale |
| Health and wellness | 2.70% | Triple Whale |
| Books and music | 2.34% | Triple Whale |
| Lifestyle and boutique | 2.28% | Triple Whale |
| Beauty | 2.27% | Triple Whale |
| Apparel and accessories | 2.25% | Triple Whale |
| Home and garden | 2.22% | Triple Whale |
| Automotive | 2.22% | Triple Whale |
| Media and publishing | 2.21% | Triple Whale |
| Toys, art and collectibles | 2.19% | Triple Whale |
| Electronics | 2.19% | Triple Whale |
| Travel accessories and luggage | 2.19% | Triple Whale |
| Pets and animals | 2.13% | Triple Whale |
| Sports and outdoors | 1.91% | Triple Whale |
| Baby | 1.91% | Triple Whale |
| Food and beverage | 1.85% | Triple Whale |
Superads and Databox · Accessed July 2026
| Measure | Median CTR | Data period | Source |
|---|---|---|---|
| Global median, spend-weighted, 13-month average | ~2.04% | Jul 2025 to Jul 2026 | Superads |
| Low month (July 2025) | 1.87% | Jul 2025 | Superads |
| High month (July 2026) | 2.34% | Jul 2026 | Superads |
| Cross-company median, about 1,250 companies | 1.54% | Live benchmark, accessed Jul 2026 | Databox |
Methodology: the figures on this page are published industry aggregates from the named sources, not Raintree client data. WordStream figures are averages across 554 traffic and 726 lead campaigns, April 1, 2024 through June 30, 2025. Triple Whale figures are medians across roughly 35,000 ecommerce brands for calendar year 2025. Superads figures are medians across more than $3B in tracked spend, accessed July 2026. Databox publishes a live median from its benchmark group, accessed July 2026. Sources differ on whether CTR counts all clicks or link clicks only, which explains much of the spread between them.
CTR is the fastest-moving signal in the account and the one most sensitive to definitions. Meta reports two versions: CTR (all), which counts reactions, comment expansions, profile taps, and see-more clicks, and link CTR, which counts only clicks that leave the platform for your site. Link CTR typically runs at half of CTR (all) or less. A benchmark that does not state its definition is only half a benchmark, which is why the spread across the four sources above, 1.54% to 2.59%, is mostly measurement, not performance.
Direction is the more reliable read. Platform-wide CTR rose 13.5% in 2025 (Triple Whale) and Superads' global median climbed from 1.87% to 2.34% across its 13-month window. Users are clicking more, and the bar for creative is rising with them: an ad that held a 2% CTR in 2024 is now merely average.
Verify the clicks convert. A high CTR with a weak conversion rate usually means curiosity clicks: engagement bait, unclear pricing, or a hook the landing page does not pay off. If CTR and conversion rate are both strong, feed the winner: scale budget and cut new iterations of that concept before it fatigues.
This is a creative problem until proven otherwise. Test new hooks and formats at volume before touching bids or audiences. If new creative does not move CTR, check audience saturation and placement mix. Low CTR raises your CPC mechanically and drags CPA and ROAS with it, so it is usually the first domino worth fixing.
Depends on the study and the definition. WordStream's 2025 data shows 1.71% for traffic campaigns and 2.59% for lead campaigns. Triple Whale's ecommerce median was 2.19% for 2025. Superads' spend-weighted global median averaged about 2.04% through July 2026, and Databox's cross-company median was 1.54% when accessed in July 2026. Definition and sample differences explain most of the spread.
CTR (all) counts every click on the ad: reactions, comment expansions, profile taps, see-more clicks, and link clicks. Link CTR counts only clicks that leave Meta for your destination. Link CTR typically runs at roughly half of CTR (all) or less. Always confirm which one a benchmark uses before comparing, and use link CTR when you care about site traffic.
Creative first. The first three seconds decide most of it: lead with the product, the problem, or a pattern-breaking visual, not a logo. Match format to placement (vertical video for Reels and Stories), make the offer explicit in the first line of copy, and refresh concepts before frequency passes 3 to 4. Across 2025, CTR rose 13.5% platform-wide as brands shipped stronger creative into the feed (Triple Whale), so standing still means falling behind.
Generally yes. CPC is effectively CPM divided by CTR, and Meta's auction rewards ads users engage with, so higher CTR usually buys cheaper clicks and better delivery. The exception is curiosity clickbait: a high CTR with a low conversion rate means you are paying for clicks that never buy. Judge CTR together with conversion rate and CPA, not alone.
CTR tells you whether creative earns attention. Tracking tells Meta what to do with it. Run our free tracking audit to see whether your conversion signal is clean, or book 30 minutes and we will read your account against these numbers with you.