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January 2025 - January 2026
Detailed observation of presented data
Argentina’s Facebook Ads CTR performance told a two-act story in 2025: a strong, above-market first half followed by a pronounced cooldown that left the year finishing below the global benchmark. Early momentum peaked in February before easing through spring, then the second half trended softer with a deep trough in November and a modest December rebound. Compared to the steadier global pattern, Argentina was markedly more volatile, swinging more sharply month to month with standout highs and lows.
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 all industries in Argentina compared to the global benchmark.
Argentina’s CTR started at 3.63% in January and closed at 1.65% in December, a 55% decline across the year. The annual average landed at 2.14%, above the 1.84% global average. The peak arrived early at 4.04% in February, while the year’s low hit 0.67% in November—an unusually wide range of 3.37 points (versus a 0.46-point range globally).
Month-to-month movements were pronounced. After February’s high, CTR dropped by 2.29 points in March, then rebounded to a spring plateau around 2.72–2.75% in April and May. June softened to 2.53%, and July marked a sharp reset to 1.20%. A brief late-summer lift took CTR to 1.89% in September before another slide: 1.36% in October, the November low at 0.67%, and a December rebound to 1.65%. Volatility averaged 0.74 points per month—far choppier than the global benchmark’s 0.07.
The split between halves underscores the shift. H1 averaged 2.90%, then H2 fell to 1.37%—a 53% step-down. By contrast, the global benchmark climbed from a 1.72% H1 average to 1.96% in H2.
Seasonally, CTR in Argentina surged in Q1, cooled but stayed healthy through late Q2, then lost altitude through the second half. The deepest softness arrived in Q4, with November as the nadir before a December recovery. Globally, CTR typically edges higher into year-end as auction dynamics and holiday engagement reshape the mix; 2025 followed that pattern worldwide but diverged in Argentina, where engagement softened as the year progressed.
Across the full year, Argentina’s CTR averaged 16% above the global benchmark (2.14% vs. 1.84%), but the relative position flipped mid-year. Argentina outperformed from January through June—most notably in February, when it stood 144% above global levels (4.04% vs. 1.66%). The gap narrowed to near parity in March and again in September. From July onward, Argentina was mostly below market, with the widest underperformance in November at 65% below global CTRs (0.67% vs. 1.94%). While the global trend rose steadily from January to December (+26%), Argentina’s arc declined over the same period (−55%), and with far greater amplitude: average monthly swings were roughly 11 times larger than the global benchmark.
This framing sits within Facebook Ads benchmarks: while CPC trends and CPM analysis often reflect auction pressure, the lens here is CTR performance. The pattern for all industries in Argentina points to a high-variance year—early strength, a mid-year reset, and a late-year trough that closed below the global curve.
Understanding Facebook Ads click-through rate benchmarks for all industries in Argentina helps marketers evaluate CTR performance against global patterns and track country-specific ad performance over the year.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Argentina, 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. Why we use median instead of average 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. 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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December (Christmas period)
CPM might rise significantly during Carnival, Independence Day, and Christmas season. Retail and entertainment campaigns could require increased budgets.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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