Benchmark Data by Segment
| Format / Segment | Benchmark | Context |
|---|---|---|
| Google Search — Brand | 8–30% | Active branded intent |
| Google Search — Non-brand | 2–6% | Category intent |
| Google Shopping | 0.8–2% | Product intent |
| Google Display | 0.2–0.5% | Interruption placement |
| Performance Max | 1–4% | Blended, check asset split |
| Meta — Feed | 0.8–1.5% | Social browsing |
| Meta — Stories | 0.5–1.0% | Swipe format |
| Meta — Reels | 0.3–0.8% | Video-first |
| LinkedIn Sponsored Content | 0.4–0.8% | B2B social |
| LinkedIn Message Ads | 3–8% | InMail open rate |
| TikTok In-Feed | 0.5–1.5% | Younger demographic |
| YouTube TrueView | 0.3–0.6% | Skippable pre-roll |
| YouTube Non-skip | N/A — forced view | 100% view rate |
| Programmatic Display | 0.08–0.20% | Low intent format |
| Email Marketing | 2–5% | High-intent list |
Why You Can't Compare CTR Across Platforms
CTR measures different things on different platforms. Google Search CTR reflects intent match — the searcher typed a query and you matched it. LinkedIn CTR reflects interruption success — you stopped a professional's scroll with a relevant enough message. TikTok CTR reflects entertainment value as much as purchase intent. Each CTR number lives in its own context.
Google Search = hottest audience (they're actively searching). LinkedIn Feed = warm audience (professionally relevant context). Meta/TikTok = cold-to-warm (interests-based, no active intent). Programmatic Display = coldest (broadly targeted, no intent signal). CTR naturally falls as audience temperature drops — this is structural, not a campaign performance problem.
CTR as a Diagnostic, Not a KPI
CTR should be used to diagnose creative or targeting issues, not as a primary success metric. A campaign with 0.3% CTR and 8% landing page CVR is often more efficient than one with 2% CTR and 0.5% CVR. Always track the full funnel: impression → click → lead/purchase. See our CTR calculator to model your funnel.
See also: What is a good CTR guide and CPC by platform comparison.
Frequently Asked Questions
What is the average CTR across all ad platforms?
There is no meaningful 'average CTR across all platforms' because platforms serve different intent levels. Google Search runs 3–8%, LinkedIn 0.4–0.6%, Meta 0.8–1.5%, programmatic display 0.08–0.20%. Each benchmark only makes sense within its platform context.
Which platform has the highest CTR?
Google Search consistently produces the highest CTR (3–8% for non-brand, 8–30% for branded terms) because it captures active search intent. Email marketing from opted-in lists also produces high CTR (2–5%) for the same reason — high relevance and intent.
Is a 1% CTR good for Facebook Ads?
1% CTR is at the high end of the Meta average (0.8–1.5% for feed). It's a good signal of creative resonance, but confirm the downstream CVR — a clickbait-style ad can achieve 3% CTR with 0.2% CVR, which is worse than 0.8% CTR with 2% CVR.