The average CTR for Facebook ads can vary depending on your industry, funnel stage, and audience. Learn what numbers to strive for and how your campaigns stack up in this article.
Trying to define the average click-through rate for Facebook ads in 2025 can be tricky—it seems everyone has a different take on which Facebook ad benchmarks you should strive for.
Get ready to dive deep into the different types of click-through rates (yes, there's more than one!), benchmarks from over $9B in ad spend, and tips on how to improve your lackluster CTRs in 2025.
What is the CTR for Facebook ads?
Click-through rates are everywhere in digital marketing—emails, ads, social posts, you name it. But what does it actually mean?
Easily enough, the definition is all in the name. Click-through rate (or CTR for short) is a calculation of people who click through to your link in any of your online campaigns. In our case, we'll be focusing on people who click on your Facebook ads.
With a name that easy, you'd think the calculations would be simple as well. However, there are actually several different types of clicks that Facebook defines, and each has its own unique CTR.
Facebook link clicks
This is the typical metric most marketers tend to look at when viewing their Facebook ads. Link clicks are clicks from users who take them on oroff Facebook. This includes things like:
- A user clicking call-to-action buttons or images in your ad
- Clicks that lead to a user opening a lead generation form or Instant Experience ad
- A click from a link in the copy of your ad
Facebook clicks (all)
This one trips up quite a few people. Clicks (all) represents any click on any part of your Facebook ad. In addition to all of the actions under link clicks, it adds on the following actions:
- Clicks on your Facebook or Instagram page name
- Social proof (likes, comments, shares)
- Clicks that expand photos or videos
Facebook outbound clicks
While often ignored (or unheard-of), outbound clicks only take into consideration clicks that take someone off of Facebook entirely. Some examples are:
- Clicks on call-to-action buttons or links on ads that take someone to an external website
- Clicks from links on lead generation forms, Instant Experience, or collection ads that take the user off of Facebook
Here's a quick comparison of them altogether:
Each of these metrics has its specific uses. However, for those who want to focus solely on clicks that lead to their website, outbound clicks will be the best choice.
Other important clicks
If you've ever wondered, "What does 'other clicks' mean on Facebook?" and questioned whether they even matter, this section is for you.
These metrics are equally vital for evaluating the effectiveness of your Facebook advertising. They include clicks that don’t fit into the categories of link clicks, photo clicks, or URL clicks. Essentially, any other click beyond likes, comments, and shares.
Why do they matter? Because each click represents the time users are investing to interact with your ad. This information offers a holistic view of how users are engaging with your ad, allowing you to fine-tune your ad strategy.
Let’s break down the types of other clicks:
- Clicks to call: This enables users to call your business directly.
- Clicks to the app: This engages people to download or interact with your app.
- Clicks to Messenger: Encourages users to interact with your brand by prompting them to engage via Messenger.
- **Clicks for directions:**This click feature offers users directions to your physical location. It’s particularly beneficial for brick-and-mortar businesses.
How do I calculate my CTR on Facebook?
Now that we've learned what the different types of clicks are, it's time to dig a bit deeper into how they come up with that metric in the first place.
Click-through rates are typically calculated as the number of clicks divided by the number of impressions, expressed as a percentage.
Each type of click is calculated using the same formula, the difference lies in what is considered a click as we explained above.
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What is the average click through rate for Facebook ads?
Asking “What is a good CTR for Facebook ads?” is like asking “How long is a piece of string?” The best thing to do is to compare your CTR on Facebook against benchmarks according to different industries, ad placements, and ad formats. This will help put your campaign’s performance into perspective so you can aim for better results in the future.
Average CTR for Facebook ads by industry
Take a look at these percentages to determine what a good click through rate is on average on Facebook for your industry 👇
The legal industry boasts a solid average CTR on Facebook, standing at 1.61%. This could be attributed to the relatively low competition on social media platforms, allowing their ads, including their high-value offers and calls to action, to stand out effectively.
In second place, we have the retail industry with a 1.59% CTR, followed by the apparel industry in third place with a CTR of 1.24%. The beauty industry takes the fourth spot with a CTR of 1.16%.
This comes as no surprise, given that these sectors frequently employ high-quality images and videos, feature well-known models and celebrities in their ads, and frequently offer sales, discounts, and giveaways to attract clicks.
The employment and job training industry maintains the lowest CTR at 0.47%. This could be because Facebook is not the primary platform for job hunting, as people tend to find more value in sites like LinkedIn, Google, and Indeed.
The finance and insurance industry follows closely behind with a CTR of only 0.56%. This could be attributed to Facebook's Newsfeed being saturated with ads from similar industries, along with various other content types vying for users' attention.
If the ads from the finance and insurance industry are not as engaging or eye-catching as the surrounding content, they might get overlooked.
Average CTR for Facebook ads by platform position
Now, let’s examine Facebook ad click-through rates by platform positions, as they differ based on where they are placed.
Right off the bat, we can see that FB Feed and FB Instream Video have the highest CTRs by far.
The Instream Video CTR stands at approximately 0.33% which could be attributed to their contextual relevance. Since they appear during video content, viewers tend to be more engaged and willing to interact with the ad.
FB Feed has a slightly lower click-through rate of 0.24% which could be due to ad fatigue or high competition for attention. The third-highest CTR is observed on IG Stories and FB Video Feeds with an equal CTR of 0.10%, while the lowest is on IG Feed with only 0.03%.
The IG Feed’s low CTR could be because users are scrolling through their feeds quickly, potentially skipping more ads.
Average CTR for Facebook ads by format
If you want to get more granular, take a look at these Facebook ad CTRs by format:
Image source: Agency Analytics
Unsurprisingly, interactive ads boast the highest CTR, starting at 1.25% and reaching up to 1.33%. Video ads have the second highest CTR, starting at 0.50% to 0.73%, while carousel ads have an even higher potential, reaching up to 0.85% despite starting lower at 0.30%.
Interactive ads prompt users to engage actively, whether through polls, quizzes, or online games. Especially notable are video ads and carousel ads featuring video. These ads showcase highly stimulating visuals, while carousel ads add an engaging swiping motion that encourages users to explore and interact with multiple slides.
How to improve your Facebook ads CTR
If your click-through rates aren’t matching up to the industry, platform, and format averages, don’t worry! There are some small changes you can make that can lead to big improvements.
Create eye-catching visual content
There's no escaping it. The power of social media rests in visuals, and your competition is fiercer than ever. It's not enough to keep up with your competitors; you need to surpass them.
Now, you might be thinking, "I don't have the resources to churn out fresh content every week or month." But here's the kicker: you don't even need a fancy design team nowadays.