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January 2025 - January 2026
Detailed observation of presented data
Across 2025, click-through-rate performance in Brazil sat below the global Facebook Ads benchmarks but moved with far more momentum. The year told a choppy story: a climb out of a soft Q1, a calm Q2, then a dramatic Q3 dip-and-surge that set up a stronger finish in Q4. Brazil’s highs and lows were pronounced, with August marking the trough and September delivering the peak.
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 Brazil compared to the global benchmark.
For all industries in Brazil, median CTR averaged 1.04% in 2025, ranging from a low of 0.59% in August to a high of 1.45% in September. The year opened at 0.67% in January and closed at 1.36% in December—roughly doubling (+102%) from start to finish. The median month hovered near 0.99%, with five months at or above 1%.
Key monthly movements defined the narrative:
Volatility in Brazil averaged 0.30 percentage points month-to-month—about 4.5x the global benchmark’s 0.07—underscoring sharper swings at the country level. Globally, CTR averaged 1.84% for the year, with a narrower range from 1.66% (February low) to 2.12% (December high).
Seasonality showed familiar contours with local intensity. Performance built through Q1 before settling into a flat Q2. Q3 created the year’s defining shape: a deep August lull followed immediately by a September peak. Q4 carried momentum, with November and December among the strongest months of the year for Brazil. Globally, the pattern was steadier: modest softness early in the year, gradual expansion through mid-year, and a clear December peak.
Brazil’s CTR performance consistently trailed the global benchmark, averaging 44% below across 2025 (1.04% vs. 1.84%). The gap varied widely by month:
Trend shape also diverged: the global line rose steadily (+26% from January to December), while Brazil’s path was choppier but ended higher (+102% from January to December). In short, Brazil was below market most months but showed stronger late-year momentum and markedly higher volatility.
These Facebook Ads benchmarks highlight CTR performance for all industries in Brazil in 2025, contrasted with the global median. While this report centers on CTR, marketers often pair these insights with CPC trends, CPM analysis, and country-specific ad costs to complete an industry ad performance view. Understanding click-through-rate benchmarks for all industries in Brazil helps contextualize engagement relative to global 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 Brazil, 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), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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