A good CTR for Instagram Ads is 1.9% or higher, which puts you in the top quarter of advertisers. The median is 1.1%, so anything above that beats at least half of accounts, and 0.48% or lower is the bottom quarter. It varies by industry, from 0.48% in b2b / software to 2.1% in fashion & apparel.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | CTR |
|---|---|
| Good (top quarter) | 1.9% or higher |
| Median | 1.1% |
| Bottom quarter | 0.48% or lower |
| Strongest accounts | 3.0%+ |
| Industry | Median CTR |
|---|---|
| Fashion & Apparel | 2.1% |
| Beauty & Personal Care | 1.9% |
| Food & Beverage | 1.6% |
| Ecommerce (General) | 1.4% |
| Home & Lifestyle | 1.1% |
| Fitness & Wellness | 1.4% |
| B2B / Software | 0.48% |
A good CTR for Instagram Ads is 1.9% or higher, which puts you in the top quarter of advertisers. The median is 1.1%, so anything above that beats at least half of accounts, and 0.48% or lower is the bottom quarter. It varies by industry, from 0.48% in b2b / software to 2.1% in fashion & apparel.
The median CTR for Instagram Ads is 1.1% in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land above it and half below it.
No. 0.48% is the bottom-quarter line for Instagram Ads: three in four advertisers do better. Aim for the median, 1.1%, first.
The strongest accounts reach 3.0%+. Treat that as a ceiling to learn from rather than a target for every campaign.