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February 2025 - February 2026
Detailed observation of presented data
Brazil’s Facebook Ads click-through rate (CTR) for all industries ran well below the global benchmark but with far more drama in the monthly rhythm. Across the last 13 months, Brazil averaged 1.07% CTR versus a 1.86% global median, a gap of roughly 42%. The year was defined by a mid-year dip and a sharp rebound: a low in August, a surge in September, and a steadying finish into Q4 before setting a new high in January 2026.
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 started soft at 0.67% in January 2025, climbed through March (0.92% to 1.12%), and settled into a Q2 plateau around 0.96%–0.99%. July lifted to 1.21%, then the trough arrived in August at 0.59% — the lowest point of the period — before a surge to 1.45% in September. Q4 retraced to 0.90% in October, then held firm at 1.32% in November and 1.30% in December. The period closed at a new high of 1.49% in January 2026.
For context, the global series was steadier at 1.86% on average, with smaller monthly moves (0.06 points) and a more consistent climb into Q4.
The first quarter in Brazil showed a classic early-year build: a weak January lifting into March. Q2 flattened, suggesting stable engagement despite broader marketplace shifts. Q3 split into two acts — July’s improvement, then an abrupt August drop and a September rebound that set the tone for a firmer second half. Performance typically tightens through Q4 as competition rises; here, Brazil’s CTR eased in October before stabilizing in November and December near the 1.30% mark, then stepped higher again in January 2026. Roughly half of the months finished above the 1% line.
Brazil tracked below market throughout the period, typically 30–45% under the global CTR. The narrowest gap arrived in September, when Brazil reached 1.45% against a 1.89% global median — about 23% below. The widest gap came in August at 0.59% vs. 1.90% globally — roughly 69% lower. While the global trend rose steadily (+23% from January 2025 to January 2026), Brazil’s trajectory was choppier, culminating in a stronger finish (+120%) but still below global levels (1.49% vs. 2.08% in January 2026). This underscores a market with meaningful engagement potential but higher variability compared with worldwide Facebook Ads benchmarks.
Understanding Facebook Ads click-through rate benchmarks for all industries in Brazil highlights a market with below-average CTR performance but pronounced month-to-month movement. This CTR performance view complements broader CPC trends, CPM analysis, and country-specific ad costs, helping frame industry ad performance in Brazil against 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.
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