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July 2025 - July 2026
Detailed observation of presented data
Australia’s click‑through-rate (CTR) story over the last 13 months is one of steady underperformance against the global benchmark punctuated by two sharp overshoots. On average, Australia’s CTR landed near 1.70% versus a 2.04% global median — a gap of roughly 0.34 percentage points (about 17% lower). The series begins at 1.71% in July 2025 and finishes at 2.58% in July 2026, but that end point follows dramatic month-to-month swings rather than a quiet climb. 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.
Australia’s median CTR averaged 1.70% across the period, with a low of 1.11% in December 2025 and a high of 2.84% in April 2026. The series opened at 1.71% (July 2025) and closed at 2.58% (July 2026), representing a +51% lift relative to the starting point. Most months (11 of 13) saw Australia trailing the global benchmark; exceptions were April 2026, when Australia surged to 2.84% (about 31% above the global 2.17%), and July 2026, when Australia reached 2.58% (about 10% above the global 2.34%). The deepest underperformance occurred in December 2025, when Australia’s 1.11% CTR was roughly 46% below the 2.06% global level.
Volatility in Australia was pronounced. Average month‑to‑month absolute movement was about 0.50 percentage points — roughly six times the baseline’s average monthly swing of 0.08 points. Large moves include the March→April jump (+1.30 points) and the April→May fall (−1.61 points), which create a sawtooth pattern rather than a smooth seasonal curve.
The calendar rhythm shows a pronounced trough in December 2025, followed by a rebound in early Q1 2026. A dramatic spike appears in April 2026, then a rapid reversion in May, and another strong uptick into July 2026. In contrast, the global baseline behaves more steadily, with modest uplifts into Q4 and a generally stable early‑year plateau. The Australian pattern reads as episodic surges and pullbacks rather than the gentler seasonal swing seen globally.
Relative to the global benchmark, Australia was below average for most of the year — trailing by single digits to more than 40% in several months. The narrowest gap was in October 2025 (about 6% below global); the widest shortfall was December 2025 (about 46% below). The global trend remained comparatively steady (average 2.04%, peak 2.34% in July 2026), while Australia showed higher amplitude swings and occasional months that moved above the global curve.
Understanding Facebook Ads click‑through‑rate benchmarks for all industries in Australia provides a clear lens on CTR performance, country‑specific ad costs context, and how industry ad performance in Australia compares to broader CPM analysis and CPC trends worldwide.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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