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February 2025 - February 2026
Detailed observation of presented data
Argentina’s Facebook Ads CTR performance told a two-act story in 2025: a powerful start well above the global benchmark, followed by a prolonged softening that pushed engagement below market through most of H2. Across all industries, Argentina averaged a 2.20% CTR for the year versus the 1.84% global average, yet the path was far more volatile, with sharp swings and a deep trough in November before a December rebound. 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 began at 3.63% in January and surged to a yearly high of 4.04% in February. From there, momentum cooled: CTR fell 57% MoM into March (1.75%), recovered into April–June (2.72%–2.75%), then slid again through Q3 and Q4, hitting a low of 0.69% in November before rebounding to 1.54% in December. Over the full year, CTR ranged from 0.69% to 4.04% with an average of 2.20%. The net change from January to December was a 58% decline.
Volatility was the defining feature: Argentina’s month-to-month absolute swings averaged 0.70 percentage points—more than ten times the global monthly swing of 0.07 points. The largest drops came in February→March (−57%) and June→July (−51%), while the biggest jumps appeared in November→December (+124%) and March→April (+55%). By contrast, the global series moved in smaller steps, climbing steadily from 1.69% in January to a 2.10% peak in December.
The year split cleanly by half. H1 (Jan–Jun) averaged 2.94% CTR in Argentina, driven by outsized Q1 engagement and a stable plateau through late spring. H2 (Jul–Dec) averaged 1.45%—about 51% lower—marked by a Q3 soft patch and a Q4 dip that bottomed in November. Globally, the seasonal rhythm was steadier: H1 averaged 1.72%, H2 rose to 1.95%, and December delivered the year’s peak at 2.10%, consistent with broad Facebook Ads benchmarks where end-of-year activity intensifies.
Relative to the global baseline, Argentina was dramatically above market in early 2025 and below market later on. In January and February, Argentina outperformed by +115% and +145%, respectively. April–June remained strongly above (+53% to +60%), with March near parity (+1%). From July onward, the balance flipped: −29% in July, −7% in August, near parity in September, then below market again in October (−26%), November (−65%), and December (−27%).
Across the full year, Argentina’s average CTR of 2.20% sat roughly 20% above the 1.84% global average, but with a much wider range (3.36 points vs. 0.45 points) and notably choppier month-to-month movement. The global trend rose steadily (+24% from January to December), while Argentina declined overall (−58%), underscoring how country-specific engagement dynamics can diverge even when industry ad performance aggregates suggest stability.
Understanding Facebook Ads click-through-rate benchmarks across all industries in Argentina highlights a year of high early engagement, pronounced mid-year softening, and a late-stage rebound—distinct from the steadier global climb. This CTR performance view complements broader CPC trends and CPM analysis by grounding country-specific ad costs and engagement patterns in clear, comparative data for Argentina.
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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