Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Brazil’s click-through-rate (CTR) shows a year of sharp swings and a late run-up, finishing well above the global median but spending most months below it. 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.
Across July 2025–July 2026 Brazil’s median monthly CTR averaged about 1.70%, with values ranging from a low of 0.58% (August 2025) to a high of 3.00% (July 2026). The series began at 1.13% in July 2025 and closed at 2.996% in July 2026 — an absolute increase of roughly 1.87 percentage points, or about a +166% lift over the year. By contrast the global baseline averaged roughly 2.04% CTR over the same months, moving from 1.87% to 2.34% (+25%).
Monthly moves in Brazil were pronounced: the sharp drop into August 2025 (−49% month over month) was followed by a rapid rebound in September. A strong January 2026 peak (2.31%) gave way to a mild pullback through March, then a sustained uptrend from April into a three-month surge (May–July 2026) that pushed CTRs into the high 2s and low 3s. Overall month-to-month changes averaged about 0.43 percentage points in Brazil, a level of churn well above the global average.
Rhythm and seasonality are evident. The late‑Q3 trough (August 2025) marked the weakest point, followed by incremental recoveries in autumn and a notable January spike — a common seasonal lift in early Q1. After a brief consolidation in late winter, engagement accelerated in spring and peaked in the early summer months of 2026. The pattern reads as a low-through late summer, resurgence in early Q1, and a strong rebound into late spring/early summer.
Relative to the global benchmark, Brazil spent most of the period below market levels but closed with clear outperformance. Month-by-month, Brazil ran as much as ~69% below the global CTR in August 2025, while the narrowest underperformance was roughly 25% below in December 2025. From January 2026 onward there were pockets of outperformance: January (+10% vs global), May (+28%), June (+37%), and July (+28%). Volatility makes the gap variable — Brazil’s average monthly swing (~0.43 points) was about five times the global swing (~0.08 points), so the Brazil-to-global gap widened and narrowed frequently rather than tracking a straight line.
Understanding Facebook Ads CTR performance for All industries in Brazil provides a clear view of how engagement diverged from global CPM and CPC trends and where momentum concentrated in early 2026. This CTR benchmark for All industries in Brazil helps contextualize country-specific ad costs and CTR performance against global Facebook Ads benchmarks for advertisers and creative strategists.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC may rise around Carnival and Independence Day as social activity increases. Competition may rise on Children's Day (Oct 12) and Black Friday. December (Christmas) may increase e-commerce traffic and CPMs. Extended holiday weekends may change ad engagement patterns.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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