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November 2024 - November 2025
Detailed observation of presented data
India’s Facebook Ads CTR spent the year oscillating between sharp dips and decisive rebounds, ultimately closing well above where it began but below the global benchmark on average. The market hit a deep mid-year trough, then surged into Q4 with some of the strongest click-throughs in the dataset. Volatility was the defining theme: India moved in bigger monthly steps than the global trend, alternating stretches of underperformance with standout spikes.
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 India compared to the global benchmark.
Across November 2024 to November 2025, India’s median CTR averaged 1.47%, versus a 1.82% global average. The period opened at 1.66% (Nov ’24) and ended at 2.46% (Nov ’25), a lift of roughly 0.80 percentage points, or +48% year over year. The high watermark arrived in November 2025 at 2.46%, with notable peaks also in March (2.28%) and October (2.22%). The low point was August at 0.64%, capping a four-month spell below 1% from May through August.
Month-over-month swings were pronounced. India’s average absolute move was 0.48 points, roughly 10x the global rhythm (0.05 points). The largest single-month climbs came in October (+1.13 points) and March (+1.04), while May (−0.96) and February (−0.51) marked steep pullbacks. The range in India (0.64% to 2.46%) spanned 1.83 points, compared with a tighter 0.39-point range globally.
The pattern in India resembled a sine wave: a constructive Q1, a softening Q2, a trough in Q3, and a forceful rebound into Q4. Q1 2025 averaged 1.76%, driven by March’s spike. Q2 dropped to 1.18% as May and June fell below 1%. Q3 marked the weakest phase at 0.86%, bottoming in August. By Q4-to-date, CTR rebounded to an average of 2.34% (Oct–Nov), nearly 4x the August low. This arc contrasts with typical global seasonality, where CTRs tend to firm progressively through the year with a modest late-year lift.
Relative to the Facebook Ads benchmarks, India’s CTR underperformed most months but outperformed during key spikes. India exceeded the global median five times: January (+4%), March (+32%), April (+9%), October (+9%), and November (+21%). The widest deficit appeared in August (−67%), with sustained gaps of 40–56% below global levels from May through September. On average, India trailed by about 0.35 points, or ~19%.
While the global series climbed steadily (+17% from Nov ’24 to Nov ’25), India’s path was choppier: −50% from March to August, then a nearly 4x rebound into November. Put simply, the global benchmark rose in a straight line; India got there in leaps.
Understanding Facebook Ads click-through rate benchmarks for all industries in India highlights a year of high volatility, deep mid-year softness, and a strong Q4 recovery. This CTR performance view, set against the global benchmark, helps frame country-specific ad performance dynamics and the broader context of Facebook Ads benchmarks, CPM analysis, CPC trends, and industry ad performance worldwide.
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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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