What is a good CTR for Facebook ads?
Across most consumer verticals a link CTR of roughly 1% to 2% is normal on Meta, with ecommerce and fashion at the higher end and B2B or high-consideration categories often below 1%. Treat those ranges as a diagnostic, not a goal: a high CTR with poor conversion rate usually means the creative is writing cheques the landing page cannot cash, and profitability is set by your margin, not by CTR.
Last updated 2026-08-04
Ranges vary more by vertical than by skill
Fashion and beauty routinely clear 1.2% to 2%, while B2B and SaaS often sit at 0.7% to 1.2% with far higher CPCs. Comparing your CTR to a cross-industry average tells you almost nothing; compare it to your own vertical and to your own history.
What to change when CTR is low
CTR is mostly a creative-hook problem, not a targeting problem. The first frame and first line do most of the work, so test opening hooks before you touch audiences. Hook rate (three-second views over impressions) isolates that more precisely than CTR does.
Why CTR alone can mislead
Clickbait raises CTR and lowers conversion rate at the same time, and a cheap click that never converts costs more than an expensive one that does. Judge creatives on CPA and ROAS against your break-even, using CTR to explain the result rather than to define success.
The ranges above are directional figures compiled from public industry reporting, not measured from your account. Anyone quoting a single universal 'good CTR' number without naming a vertical and a date is guessing.