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What’s a good CTR for a Traffic campaign on Meta Ads?

For a Traffic campaign, CTR is close to the whole game, since the entire objective is getting people to click through to your site. This tells you directly whether your ad is compelling enough to earn that click.

CTR benchmarks for a Traffic campaign

Tier	Range	What it means
Below average	Under 1%	Not many people who see this ad are clicking it. For a Traffic campaign, that's the core problem to solve, since clicks are the whole point.
Average	1% – 2%	This is a typical click rate for a Traffic campaign. Reasonable, with room for the creative to work harder.
Above average	2% – 3.5%	People are clicking through more than usual. Your ad is doing its core job well.
Excellent	3.5%+	This is an outstanding click rate. Whatever's driving this is worth protecting and repeating.

CTR by industry, for a Traffic campaign

Industry	Below average	Average	Above average	Excellent
E-commerce & Retail	Under 2.5%	2.5% – 4.75%	4.75% – 8.25%	8.25%+
Local & Home Services	Under 0.75%	0.75% – 1.5%	1.5% – 2.55%	2.55%+
Legal & Finance	Under 1.05%	1.05% – 2%	2% – 3.5%	3.5%+
Health & Wellness & Fitness	Under 1%	1% – 1.85%	1.85% – 3.25%	3.25%+
B2B & Professional Services	Under 0.8%	0.8% – 1.6%	1.6% – 2.75%	2.75%+
Education	Under 0.85%	0.85% – 1.65%	1.65% – 2.9%	2.9%+

E-commerce & Retail: Traffic-objective numbers come from WordStream's “Shopping, Collectibles & Gifts” category, the closest published match to general e-commerce and retail; other sub-categories like apparel or furniture run somewhat differently. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of 40,000+ e-commerce brands (Aug 2025 to Jul 2026); Sales-objective CPC comes separately from Vaizle's 2025 study, since Triple Whale doesn't publish CPC. No reliable Leads-objective data exists for this industry, and Frequency has no industry-specific data anywhere, so those fall back to the general benchmark.

Local & Home Services: These figures come from WordStream's “Home & Home Improvement” category, covering the Traffic and Leads campaign objectives. No CPM, ROAS, or Sales-objective benchmark data for this industry could be found in any source, and Frequency has no industry-specific data anywhere, so those fall back to the general benchmark.

WordStream / LOCALiQ: Facebook Ads Benchmarks 2025

Legal & Finance: This industry bucket combines legal and financial services. The Traffic and Leads figures shown here come specifically from WordStream's “Attorneys & Legal Services” category, since “Finance & Insurance” coverage in the same report was incomplete. CPM, ROAS, Sales-objective, and Frequency data for this industry was too sparse or too inconsistent between sources to build a reliable number from, so those fall back to the general benchmark.

WordStream / LOCALiQ: Facebook Ads Benchmarks 2025

Health & Wellness & Fitness: Traffic and Leads figures come from WordStream's “Health & Fitness” category. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of the Health & Wellness industry (Aug 2025 to Jul 2026). Sales-objective CPC isn't included since the only figure found for it was several years out of date, so that one falls back to the general benchmark, as does Frequency.

B2B & Professional Services: Traffic-objective figures come from WordStream's “Business Services” category. Leads-objective figures come from Metadata.io's 2025 B2B report (71 advertisers, $57.6 million in tracked spend), since WordStream doesn't publish Leads-objective data for Business Services. CPM, ROAS, Sales-objective, and Frequency data was too sparse or unverifiable to trust for this industry, so those fall back to the general benchmark.

Education: Traffic and Leads figures come from WordStream's “Education” category. Sales-objective CTR, CPM, ROAS, and CPA come from Triple Whale's real ad-spend analysis of the narrower “E-learning & Online Courses” category, the closest available match. Sales-objective CPC comes from Vaizle's 2025 study. Frequency has no industry-specific data anywhere, so it falls back to the general benchmark.

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If your CTR is below average

Not many people who see this ad are clicking it. For a Traffic campaign, that's the core problem to solve, since clicks are the whole point.

What's holding people back from clicking, the creative, the offer, or the audience?

If your CTR is average

This is a typical click rate for a Traffic campaign. Reasonable, with room for the creative to work harder.

Is there a stronger hook or offer worth testing in the creative?

If your CTR is above average

People are clicking through more than usual. Your ad is doing its core job well.

What's working in this ad that we could carry into other campaigns?

If your CTR is excellent

This is an outstanding click rate. Whatever's driving this is worth protecting and repeating.

Can we apply this creative approach to other campaigns or audiences?

Other metrics for a Traffic campaign

Sources

These sources break out Traffic-specific CTR, CPC, and CPM figures that agreed closely with each other. The Conversion Rate bands for this objective are a softer estimate, since Traffic-specific conversion data isn't something the industry publishes much of.