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November 2024 - November 2025
Detailed observation of presented data
Brazil’s Facebook Ads CTR performance for all industries ran consistently below the global benchmark, moving in a choppy rhythm: a late‑year lift, a January dip, a strong rebound into March, and then an uneven glide through mid‑year before a sharp drop in August. Where the global curve climbed steadily through 2025, Brazil’s path was more erratic, with bigger swings and a wider gap by late summer. 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 November 2024 to August 2025, Brazil’s median CTR averaged 0.91%, with a high of 1.12% in March and a low of 0.62% in August. The period opened at 0.84% in November 2024 and ended at 0.62% in August 2025, a 26% decline. Momentum swung notably month to month: a modest rise into December (0.90%), a January trough (0.68%), then a 44% jump in February (0.98%) and a further lift to the March peak (1.12%). After that, CTR eased to 0.97% in April, hovered near the 1.00% line in May (1.00%) and June (0.91%), rose again in July (1.10%), and then compressed sharply in August (0.62%), the largest monthly drop of the series (−0.48 points, −44% vs. July).
Volatility in Brazil averaged 0.19 points from month to month, more than three times the global baseline’s 0.05 points over the same period. Only three of the ten months sat above 1.00% (March, May, July), underscoring a narrow band of outperformance amid broader softness. The median CTR landed at 0.94%, close to the mean, with a half‑point range between the high and low (0.50 points).
Seasonally, Brazil’s all‑industry CTR showed a late‑Q4 foundation (0.87% average for November–December), a January reset, and then a late‑Q1 rebound that crested in March. Q2 held steadier—April through June averaged 0.96%, a relatively balanced stretch compared with earlier whipsaws. Q3 opened with a July lift but then reversed in August, pulling the quarter’s current average down to 0.86%. In contrast, the global CTR pattern was smoother, with levels typically strengthening into mid‑year and accelerating into Q3.
Against the global benchmark, Brazil tracked below market every month. Over the shared November–August window, the global median CTR averaged 1.78%—about 49% higher than Brazil’s 0.91%. The global trend rose steadily (+16% from 1.74% in November to 2.02% in August), while Brazil declined (−26% from 0.84% to 0.62%).
The gap narrowed most in March, when Brazil reached 1.12% versus 1.74% globally—a 0.62‑point difference, about 36% below the global level. It widened the most in August, with Brazil at 0.62% against the global 2.02%—a 1.40‑point gap, roughly 69% below global CTRs. Throughout the period, Brazil’s path was markedly more volatile: average monthly swings of 0.19 points compared to the global 0.05 points.
In summary, Facebook Ads CTR performance for all industries in Brazil remained below the global benchmark, with bigger month‑to‑month swings, a clear March peak, and an August low point as global CTRs continued to climb. Understanding Facebook Ads click‑through‑rate benchmarks for all industries in Brazil helps marketers gauge country‑specific CTR performance against global Facebook Ads benchmarks and broader industry ad performance 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 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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