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November 2024 - November 2025
Detailed observation of presented data
Brazil’s Facebook Ads click-through rate (CTR) charted a choppy path that largely underperformed the global benchmark, before erupting into a late-year breakout. Across all industries, Brazil averaged 1.06% CTR from November 2024 through November 2025, well below the 1.82% global average. The year was defined by pronounced swings—softness early, stabilization mid-year, a deep August trough, and a dramatic November spike that briefly pushed Brazil above market levels. 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 at 0.84% CTR in November 2024 and ended at 2.50% in November 2025—an almost threefold lift (+196%). In between, the market swung widely: a dip to 0.67% in January 2025, a rebound to 1.12% in March, steady mid-year readings around 0.97% in May–June, a lift to 1.19% in July, a sharp drop to the yearly low of 0.59% in August, and a surge to 1.34% in September. After slipping to 0.83% in October, Brazil posted its high-water mark in November at 2.50%, the single strongest month of the period.
On average, Brazil’s CTR moved by 0.38 points month over month, indicating elevated volatility. For context, the global benchmark shifted by just 0.05 points on average. The largest swing came between October and November 2025 (+1.67 points, +202%), while the steepest pullback hit in July to August (−0.60 points, −50%).
Across the full window, Brazil’s CTR ranged from 0.59% to 2.50% (range: 1.91 points). The global series was steadier, ranging from 1.66% in February to 2.04% in November (range: 0.38 points).
A late Q4 2024 softness carried into January 2025, a common seasonal trough for engagement. CTR recovered through March, then settled into a mid-year plateau in May–June. July provided a brief lift before an unusually weak August reset the trend. September delivered a strong rebound, followed by an October dip and a forceful Q4 spike in November 2025. Globally, the rhythm was more measured: modest Q1 softness, gradual improvement through Q3, and a firmer Q4 finish.
Brazil trailed the global benchmark most months by sizeable margins—typically 40–60% below. The gap was widest in August 2025, when Brazil’s 0.59% CTR sat 69% under the 1.94% global level. It narrowed meaningfully in September (1.34% vs. 1.91%, 30% below) and flipped in November 2025, when Brazil’s 2.50% overtook the global 2.04% by 22%. While the global trend rose steadily (+16% from November to November), Brazil’s trajectory was choppier, with prolonged underperformance offset by a late-year breakout.
Overall, Facebook Ads CTR performance across all industries in Brazil averaged 1.06% versus a 1.82% global benchmark, marked by higher volatility, a deep August low, and a standout November surge. Understanding Facebook Ads click-through rate benchmarks for all industries in Brazil helps teams evaluate engagement trends and compare CTR performance 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.
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