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November 2024 - November 2025
Detailed observation of presented data
Across all industries in Australia, Facebook Ads click-through-rate (CTR) showed a year marked by sharp dips and powerful rebounds, ultimately trailing the global benchmark but closing the period with renewed momentum. The Australian median CTR averaged 1.70% versus 1.82% globally, a gap of roughly 0.12 percentage points (about 7%). The pattern was choppy early on—strong into January–February, an abrupt fall in March–April, then a steady climb to an October peak before a November pullback. Volatility in Australia was notably higher than the market, with larger month-to-month swings and standout inflection points in March and November.
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 started at 1.52% in November 2024 and finished at 1.67% in November 2025—an overall lift of about 10%. The median CTR averaged 1.70% across the period, ranging from a low of 1.43% in March 2025 to a high of 1.99% in October 2025, a wide range of 0.56 points.
Key movements defined the narrative:
Monthly volatility averaged 0.13 points in Australia, versus 0.05 points for the global series—evidence of a more variable engagement environment locally.
The rhythm of the year was defined by three phases:
Relative to Facebook Ads benchmarks worldwide, Australia spent 11 of 13 months below the global median and outperformed in 2 months (January and February). The average gap was −0.12 points. The narrowest gaps appeared in September (Australia at 1.90% vs. 1.91% globally, just 0.6% lower) and July (about 1% lower). The widest gaps emerged in November 2025 (1.67% vs. 2.04% globally, −18%), March (−18%), and April (−15%).
Trendwise, the global curve rose steadily from 1.75% in November 2024 to 2.04% in November 2025 (+16%), while Australia’s increase was more modest (+10%) and more volatile, punctuated by a deep March–April dip and a late pullback after the October high.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Australia highlights a year of higher volatility, a pronounced March–April trough, and a strong build into October that still lagged the global benchmark overall. This CTR performance view helps quantify how Australia’s all-industry engagement compares to worldwide patterns across 2024–2025.
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:
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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