Vendor reportTriple Whale, 18 Aug 2026

Click-through rate on Meta ads reached 2.39% this year, up from 2.06% last year.

Channel validation

Overall Benchmarks for Meta Ads: Click-through rate (CTR) for Meta Ads, current vs prior 12-month period (%)

Overall Benchmarks for Meta Ads: Click-through rate (CTR) for Meta Ads, current vs prior 12-month period (%)
Time period	CTR (%)
Aug 2025 to July 2026	2.39%
Aug 2024 to July 2025	2.06%

Reader Note:: Up 16% in relative terms, a third of a point in absolute. Clicks and impressions are both counted by Meta rather than attributed, so this is one of only two figures in the report that does not rest on each brand's own conversion tracking. Worth reading beside the conversion rate over the same period, which fell from 1.60% to 1.53%: more people clicked, and slightly fewer of them bought.
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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Comparing yourself against a similar segment, and choosing what to test next.

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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.
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

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Click-through rate on Meta ads reached 2.39% this year, up from 2.06% last year.

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