See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Australia’s Facebook Ads CTR story over the last twelve months reads as a resilient climb with a mid-year dip and a strong Q3–Q4 recovery. Across all industries, Australia averaged 1.74% CTR, a touch below the 1.81% global benchmark, but finished the period with momentum near 2.0%. Volatility was higher than the global trend, with sharper swings around March–April and a pronounced rally into September. Standout months: a trough in March (1.45%) and a near-peak in September (1.99%).
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 Australia compared to the global benchmark.
The period opens at 1.60% CTR in November and closes at 1.99% in October, a 24% lift end-to-end. Australia’s CTR averaged 1.74%, ranging from a low of 1.45% in March to a high of 1.99% in September (a 0.54-point spread). The biggest month-over-month movements were a sharp pullback from February to March (−0.28 points) and a strong rebound from June to July (+0.21 points). Month-to-month volatility averaged 0.10 points, notably more active than the global benchmark’s 0.06.
Momentum built in two waves: an early holiday lift (1.60% in November to 1.78% in December), a steady Q1 (1.79% in January, 1.73% in February), then the March–April dip (1.45% and 1.46%). From there, CTR recovered: 1.63% in May and 1.69% in June, accelerating to 1.90% in July and 1.99% in September, with October holding at 1.99%.
Holiday demand in Q4 2024 brought an initial rise, though Australia entered the season slightly softer than the global median. Q1 held up through February before a pronounced March dip—a familiar inflection point as promotional calendars reset and competition shifts. Performance rebuilt through late Q2, then strengthened materially across Q3, with July to September marking the strongest run (1.90% to 1.99%). October maintained elevated engagement, consistent with the ramp into year-end when competition rises and performance dynamics typically tighten.
Relative to the market, Australia ran modestly below average overall (−4% vs. the global 1.81% CTR). Australia outperformed the global benchmark in five of twelve months (December, January, February, July, and September), matched the market in July (+0.00 points), and trailed most in March (−0.29 points, about −17%) and April (−0.25 points). The gap narrowed meaningfully as the year progressed: Australia’s +24% rise from November to October outpaced the global +19%. Both series climbed into late Q3 and peaked into Q4, but the global benchmark posted the single-period high in October (2.08%), with Australia close behind at 1.99%.
Overall, Australia’s CTR pattern was more volatile than the global trend, with a deeper mid-year trough and a steeper second-half rebound.
Understanding Facebook Ads CTR benchmarks for all industries in Australia helps marketers gauge CTR performance against the global benchmark and interpret country-specific ad performance through seasonal peaks and troughs. This CTR analysis for Australia offers a clear read on Facebook Ads benchmarks and how engagement levels track relative to worldwide patterns.
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 Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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