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January 2025 - January 2026
Detailed observation of presented data
Across 2025, Facebook Ads CTR performance in Colombia ran consistently below the global benchmark, with a brief early-year lift giving way to a choppier mid-year and a pronounced year-end slide. The standout storyline is volatility: Colombia’s CTR moved in wider monthly swings than the global market and ended the year with a sharp December dip, even as the global series climbed to its annual high.
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 Colombia compared to the global benchmark.
Colombia’s median CTR started at 1.30% in January, climbed to a local high of 1.72% in March, then eased and oscillated through mid-year before dropping to 1.16% in December. The annual average landed at 1.50%, spanning a range of 0.56 points from high to low.
Key movements frame the year’s rhythm:
Volatility was a defining feature: Colombia’s average month-to-month absolute change was 0.20 points, notably larger than the global series.
Seasonality in Colombia built through Q1, softened in April, and then settled into a mid-year plateau. The back half of the year ran cooler, culminating in December’s low. This stands in contrast to the broader pattern typically seen in Facebook Ads benchmarks, where peak-season activity often coincides with stronger engagement late in the year. In the global dataset, CTR rose into Q4 and peaked in December.
Against the global baseline, Colombia’s CTR averaged 1.50% versus 1.84% globally—about 19% below market across the year. The monthly gap was narrowest in March (Colombia just 1% under the global median) and widest in December (46% below). Through the fall, the gap widened: October sat 27% under the global mark, and November held a 18% deficit.
Trendlines diverged as the year progressed. The global benchmark climbed steadily from 1.69% in January to 2.12% in December (+26%), while Colombia slipped from 1.30% to 1.16% (−11%). The global series was smoother too, with an average monthly move of 0.07 points and a smaller annual range (0.46 points) compared to Colombia’s 0.56-point span and 0.20-point monthly volatility.
In summary, Facebook Ads CTR performance across all industries in Colombia trailed the global benchmark throughout 2025, with higher volatility, a mid-year plateau, and a pronounced December dip. Understanding Facebook Ads click-through-rate benchmarks for all industries in Colombia helps clarify country-specific CTR performance and how it compares to global Facebook Ads benchmarks.
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 Colombia, 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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Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
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:
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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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