A good CTR for Meta Ads is 1.6% or higher, which puts you in the top quarter of advertisers. The median is 0.90%, so anything above that beats at least half of accounts, and 0.50% or lower is the bottom quarter. It varies by industry, from 0.55% in legal to 1.3% in insurance.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | CTR |
|---|---|
| Good (top quarter) | 1.6% or higher |
| Median | 0.90% |
| Bottom quarter | 0.50% or lower |
| Strongest accounts | 2.5%+ |
| Industry | Median CTR |
|---|---|
| Ecommerce | 1.2% |
| Automotive | 1.1% |
| Education | 0.98% |
| Home Services | 0.92% |
| Healthcare | 0.68% |
| SaaS | 0.75% |
| Legal | 0.55% |
| Financial Services | 0.56% |
| Real Estate | 0.80% |
| B2B Services | 0.62% |
| Nonprofit | 1.1% |
| Insurance | 1.3% |
| Dental | 0.72% |
A good CTR for Meta Ads is 1.6% or higher, which puts you in the top quarter of advertisers. The median is 0.90%, so anything above that beats at least half of accounts, and 0.50% or lower is the bottom quarter. It varies by industry, from 0.55% in legal to 1.3% in insurance.
The median CTR for Meta Ads is 0.90% in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land above it and half below it.
No. 0.50% is the bottom-quarter line for Meta Ads: three in four advertisers do better. Aim for the median, 0.90%, first.
Facebook and Instagram ads report through Meta Ads, so the same benchmark applies: 1.6% or higher is good, and the median is 0.90%.
The strongest accounts reach 2.5%+. Treat that as a ceiling to learn from rather than a target for every campaign.