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July 2025 - July 2026
Detailed observation of presented data
Brazil’s click-through-rate (CTR) story over the last 13 months is one of dramatic momentum and pronounced swings. After a soft start in mid‑2025, CTRs in Brazil climbed sharply into mid‑2026, ending well above the global benchmark. 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.
Brazil’s CTR began at 0.72% in June 2025 and finished at 3.01% in June 2026 — an absolute rise of 2.29 percentage points, roughly a 320% increase from the starting level. Over the full period Brazil’s median CTR averaged about 1.55%, with a low of 0.58% (August 2025) and a high of 3.01% (June 2026). By contrast, the global baseline averaged roughly 2.00% across the same months, starting at 1.78% and ending near 2.08%.
Monthly moves in Brazil were large: the average absolute monthly change was about 0.47 percentage points. Key swings include a plunge to 0.58% in August 2025, a rebound to 1.21% in September, a late‑year climb to 1.55% in December, a peak to 2.31% in January 2026, a pullback to 1.50% in February, and a rapid acceleration through spring into May (2.67%) and June (3.01%). Compared with the global series, which showed much smaller month‑to‑month adjustments, Brazil’s path was far choppier.
The rhythm in Brazil shows a weak mid‑year (summer) trough in 2025 followed by stepped gains toward the winter and an early‑year spike, then another lift into late spring 2026. August 2025 represents the shallowest engagement point, while January 2026 and the May–June 2026 window mark clear surges. The sequence suggests episodic bursts of engagement interspersed with sharp retracements rather than a smooth seasonal cycle — volatility concentrated around the turn of the year and again in late spring.
Across the 13 months Brazil trailed the global median for most of the period: Brazil’s mean CTR (≈1.55%) was about 0.45 percentage points, or ~23%, below the global mean (≈2.00%). The gap was widest in August 2025 when Brazil was about 69% below the global CTR; the narrowest below‑market gap occurred in December 2025 (~25% below). Notably Brazil exceeded the global benchmark in January 2026 (+9% vs. global), then again more decisively in May (+29%) and June 2026 (+45%). Monthly volatility in Brazil (≈0.47 pp average change) was roughly eight times the baseline market’s monthly movement (≈0.06 pp), highlighting a more volatile CTR profile country‑level versus the global trend.
Understanding Facebook Ads CTR performance for all industries in Brazil during this 13‑month window clarifies how country‑specific ad engagement can diverge sharply from global benchmarks, with Brazil showing low points in mid‑2025 and strong momentum by mid‑2026. This view of CTR performance, contextualized alongside global CPM analysis and CPC trends, sharpens the picture of industry ad performance and country-specific ad costs in Brazil.
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.
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