What Is a Good CTR for Facebook Ads? (2026 Benchmarks)
Across public benchmark reports, the average Facebook ads CTR is 1.71% for traffic campaigns and 2.59% for lead campaigns (LocaliQ / WordStream, 2025), while ecommerce brands tracked by Triple Whale report a 2.19% median. Industry averages run from 1.05% (dental, lead campaigns) to 4.13% (shopping, traffic campaigns), so check your row before judging the angle, then follow the click all the way to the result.
Click-through rate is the fastest read on whether an ad earns attention, which also makes it easy to over-interpret. The rows below come from LocaliQ / WordStream’s 2025 industry study and Triple Whale’s ecommerce medians; each row labels its campaign type and links the report that published it.
CTR is a leading indicator, not a verdict. It tells you the ad stopped the scroll. It does not tell you whether the click became a lead or a sale. Read your industry row for context, then judge the whole chain from impression to result.
CTR benchmarks by industry
Calculate your Facebook CTR
Enter clicks and impressions from the same campaign window, then compare the result with the cited CTR rows above.
CTR calculator
Calculate click-through rate from clicks and impressions, then read it as a diagnostic beside the cited benchmark table: the goal is the result after the click, not the click.
Click-through rate
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CTR = clicks / impressions x 100
Use this as a directional read against the dated CTR benchmark page, then inspect creative, offer, and audience together before changing spend.
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Need the raw numbers? Download the full benchmark dataset (CSV) with the source attached to every row.
When this number is misleading
CTR varies by objective before it varies by quality
Traffic campaigns are optimized toward people who click; conversion and lead campaigns are optimized toward people who act, and those people click less often. Comparing a conversion campaign’s CTR to a traffic benchmark punishes the campaign doing the harder job.
A high CTR can write a check the landing page cannot cash
Strong CTR plus a weak conversion rate usually means the ad promises something the page does not deliver: curiosity clicks, mismatched offers, or clickbait creative. Judge CTR and conversion rate as a pair, never alone.
All-clicks CTR and link-click CTR are different statistics
One counts reactions, comments, and profile taps; the other counts only clicks that leave for your destination. The same ad reports two very different rates. The table rows label their campaign type and link the publisher, so check which definition a source used before comparing.
CTR signal not turning into results?
A flat CTR often shows up alongside ad sets that never exit Meta’s learning phase: too little conversion data, too many edits, and budgets spread too thin keep delivery unstable and engagement low. The learning-phase guide covers how to diagnose it and get stable delivery back.
Get out of the learning phaseMethodology
We compile every figure from the public benchmark reports listed below. Data years vary by source (2024-2025), and every table row links to the report that published the number. If we can’t check a figure against a live public source, it stays out.
These tables do not use Meta delivery estimates or Kelpi first-party campaign data yet. They describe published industry averages, not a prediction for your account.
- LocaliQ / WordStream Facebook Ads Benchmarks 2025 (2025)
- Triple Whale Facebook Ad Benchmarks (ecommerce) (2025)
- Gupta Media social ads cost tracker (2025)
Compiled and last reviewed: June 13, 2026. We re-check every citation once a quarter.
Frequently asked questions
- Is a 2% CTR good for Facebook ads?
- The cited averages put it at 1.71% for traffic campaigns and 2.59% for lead campaigns (LocaliQ / WordStream, 2025), with a 2.19% median across Triple Whale’s ecommerce brands. Against those, 2% sits right around typical. Whether it is good for you depends on your industry row and on what happens after the click.
- What is the average CTR for Facebook ads?
- LocaliQ / WordStream’s 2025 benchmarks report a 1.71% average for traffic campaigns and 2.59% for lead campaigns across all industries, and Triple Whale reports a 2.19% median across roughly 35,000 ecommerce brands. Industry rows in the table above range from 1.05% to 4.13%.
- Does a higher CTR lower my Facebook costs?
- Not automatically. Engagement is one signal among many in Meta’s auction, and a CTR inflated by curiosity clicks can make traffic cheaper while making results more expensive. Treat CTR as a creative diagnostic and judge spend by cost per result, not by clicks. Why clicks are not learning.