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October 2025 - September 2026
Benchmark observations based on the selected data
Colombia’s click-through-rate story this year runs counterpoint to the global pattern: steadier peaks around the holiday season but far sharper swings mid-year. 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 opened at 1.53% in July 2025 and closed the year-long series at 1.63% in July 2026. Across the 13 months the Colombian average CTR was about 1.52%, with a high of 1.90% in December 2025 and a low of 0.68% in June 2026. By contrast the global baseline averaged roughly 2.04% over the same span, ranging from 1.87% to 2.34%.
Key monthly movements read like a rollercoaster: a modest climb from 1.53% in July to 1.90% in December, then a steep fall into early 2026 volatility — a sharp drop from 1.72% in April to 0.96% in May (about −44%), followed by a trough of 0.68% in June and a dramatic rebound to 1.63% in July (+141% month-over-month from June). Overall range in Colombia was ~1.22 percentage points versus ~0.47 points globally.
Volatility averaged ~0.29 percentage points month-to-month in Colombia, roughly 3.6 times the global monthly swing of ~0.08 points. That larger variability is concentrated around two inflection zones: the December peak and the May–June mid-year trough.
Seasonal rhythm is visible but uneven. Colombia shows a clear year-end lift into December (1.90%), consistent with typical Q4 engagement increases, then a softening and choppy early-Q1 recovery. Instead of a smooth post-holiday rebound like the global series, Colombia’s engagement collapses sharply in late spring (May–June), producing an unusually deep mid-year trough. The holiday peak (December) represents the strongest single-month performance, while the late-spring/early-summer months register the weakest engagement.
The baseline global trend is steadier: a gentle rise through Q4 into Q1 and a new high in July 2026 (2.34%). Colombia’s timeline shows stronger seasonality at year-end but pronounced mid-year instability.
On average Colombia trailed the global benchmark by about 0.52 points, or roughly 26% below the worldwide CTR. Month-to-month the gap varied widely: the narrowest differential came in December 2025 (Colombia ~8% below global), while the widest gap occurred in June 2026 when Colombia’s CTR was approximately 67% below the global level. Across the year the global baseline behaved more smoothly and stayed consistently above Colombia’s levels; Colombia’s pattern was more volatile with periods of near-parity and episodes of deep underperformance.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Colombia helps advertisers gauge engagement rhythm and compare country-specific ad costs and CTR performance to global CPM and CPC trends and broader CPM analysis. This summary highlights CTR performance for all industries in Colombia and how it diverged from global benchmarks.
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 Colombia, 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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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 may increase during long weekends and holidays such as Independence Day as leisure media consumption rises. Major e-commerce events may increase retail competition. June holidays may disrupt typical ad pacing. Holidays shifted to Mondays may improve weekend campaign performance.
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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