Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Software Development ads in Colombia ran noticeably cheaper than the global benchmark across the past year, with cost-per-clicks (CPC) sitting at roughly half of worldwide levels. The story is defined by a deep December trough, a sharp January rebound, a steady mid‑year plateau, and a brief September flare-up before easing into October. Volatility was more pronounced than the global baseline, with bigger step‑changes early in the period and smaller, steadier moves through the summer. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Software Development in Colombia compared to the global benchmark.
CPC in Colombia started at $0.44 in November 2024, fell to the yearly low of $0.26 in December, then spiked to the high of $0.66 in January 2025. From there, prices normalized: $0.56–$0.60 through March–April, a tight band around $0.53 from May to August, a September pop to $0.63, and a giveback to $0.52 in October. The period average landed at $0.53, with a range of $0.40 between the low and high. Month‑over‑month change averaged $0.09, with the biggest moves clustered in the Nov→Dec drop (−$0.18) and the Dec→Jan surge (+$0.40). From the first to the last month, CPC ended 18% higher (November 2024 to October 2025).
Globally, CPC averaged $1.14 over the same months, peaking at $1.46 in November 2024 and dipping to $1.04 in September 2025. The global path drifted gradually lower, with far gentler monthly swings (average absolute change of $0.05).
Q4 2024 was unusually soft in Colombia for Software Development, with December marking the year’s floor, even as many markets typically face higher Q4 competition. January delivered a rapid reset to the high, followed by a measured slide into a stable spring. The May–August stretch showed the calmest rhythm, with CPCs holding within a few cents of $0.53. Early Q4 2025 brought a September lift that briefly broke the summer plateau before easing back in October, keeping the overall pattern contained and orderly after the early‑year whipsaw.
Throughout the period, Colombia’s CPC stayed below market, averaging about 54% lower than the global benchmark ($0.53 vs. $1.14). The gap was widest in December 2024 (around 80% below) and narrowest in September 2025 (about 39% below). While the global trend declined steadily (−28% from November 2024 to October 2025), Colombia’s line was choppier early on and ended slightly higher than it began (+18%). On volatility, Colombia’s month‑to‑month movements averaged roughly double the global baseline in absolute dollar terms ($0.09 vs. $0.05), even as mid‑year stability narrowed the swings.
These Facebook Ads benchmarks highlight CPC trends for Software Development in Colombia: materially below global costs, punctuated by a January spike, a steady summer, and a brief September rise. Understanding cost-per-click dynamics and country-specific ad costs helps place Colombia’s Software Development CPC performance in context with the global market and broader Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the Software Development industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting Colombia, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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