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July 2025 - July 2026
Detailed observation of presented data
Colombia’s click-through-rate ran below the global median over the 13-month window, showing stronger seasonality and bigger month-to-month swings than the baseline. 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 1.27% in June 2025 and finished at 1.48% in June 2026 — a net lift of roughly +16% from start to finish. Across the period the market averaged about 1.55% CTR, with a peak of 1.90% in December 2025 and a trough of 0.96% in May 2026. By contrast the global baseline averaged roughly 2.00% CTR, rising from about 1.78% to 2.08% over the same months (a ~+17% change).
Monthly movements in Colombia were pronounced: early momentum from June to September produced a steady climb into the 1.55–1.66% range; a holiday peak in December reached the top of the series at 1.90%; January fell back near 1.52% before a rebound into late winter (Feb–Mar). May 2026 stands out as an extreme dip (0.96%), followed by a partial recovery into June (1.48%). On average the absolute month-to-month change in Colombia was about 0.25 percentage points.
Seasonality is visible. The year closed with higher engagement in December (1.90%), consistent with elevated Q4 attention, then eased into a quieter January before a late-winter rebound (Feb–Mar). April held steady around mid-1.6 to 1.8 points, then May delivered an outsized drop that punctuated the series’ rhythm. Globally, seasonal movement was smoother: the baseline showed a typical Q4 lift and an April high, but without the sharp May decline seen in Colombia.
Colombia trailed the global benchmark across every month. The average gap was about 0.45 percentage points — roughly 23% lower than the global CTR on average. The margin narrowed to its smallest gap in December 2025 (Colombia ~1.90% vs global ~2.06%, about −8%) and widened to its largest in May 2026 (Colombia 0.96% vs global 2.08%, about −54%). Volatility also diverged: Colombia’s average monthly absolute change (~0.25 points) was roughly four times the baseline’s (~0.06 points), making Colombia the more volatile market in this window.
Understanding Facebook Ads click-through-rate benchmarks, CTR performance, and country-specific ad costs for All industries in Colombia provides a clear view of how local momentum and seasonal shifts compare to global CPM analysis and CPC trends.
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:
Average cost per click benchmarks across industries
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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