Vendor reportTriple Whale, 18 Aug 2026

E-Learning & Online Courses posted the largest year-over-year gain in CTR for Meta ads at 29.38%.

Channel validation

Industry	Median CTR (%)	% Change Year-over-Year
Apparel & Accessories	2.44%	15.54%
Beauty	2.46%	15.51%
Home & Garden	2.38%	11.52%
Food & Beverage	1.98%	9.17%
Health & Wellness	3.02%	23.28%
Sports & Outdoors	2.01%	10.34%
Toys, Art, & Collectibles	2.35%	12.47%
Pets & Animals	2.37%	20.32%
Electronics	2.41%	21.52%
Lifestyle & Boutique	2.44%	11.74%
Baby	1.98%	8.99%
Books & Music	2.62%	28.98%
E-Learning & Online Courses	2.74%	29.38%
Media & Publishing	2.48%	22.37%
Travel Accessories & Luggage	2.4%	15.74%
Medical Devices & Equipment	2.8%	15.48%
Business Supplies & Equipment	1.88%	3.89%

Median click-through rate and year-over-year change by industry (%)

Reader Note:: The margin at the top is four tenths of a point: Books & Music gained 28.98% and Health & Wellness 23.28%. The more useful fact is that every one of the 17 categories gained, from 3.89% to 29.38%, which points at a platform-wide shift in how Meta places and prices ads rather than at anything these categories did differently. Clicks are counted by Meta, not attributed, so the gains themselves are solid even where the ranking is not.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Performance data from over 40,000 brands using Triple Whale, covering Meta ads (Facebook and Instagram) and grouped into 17 ecommerce industry categories; selection details not disclosed.

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Getting a rough orientation, and deciding what to check yourself.

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Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This result turned up while the researchers were searching the data. It has not been tested a second time.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

E-Learning & Online Courses posted the largest year-over-year gain in CTR for Meta ads at 29.38%.

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