See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
February 2025 - February 2026
Detailed observation of presented data
India’s Facebook Ads CTR performance in 2025 told a choppy story: a strong start, a deep mid-year slide, and a late-year rebound that didn’t fully reclaim early momentum. Against the global benchmark, India oscillated between brief outperformance and extended underperformance, with sharper month-to-month swings than the worldwide trend. 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.
India’s monthly median CTR began at 1.82% in January and ended at 1.29% in December, a decline of 0.53 points (−29%). The annual average landed at 1.31%, below the global average of 1.84%. The year’s high came in March at 2.28%, followed by another surge in October at 2.19%. The low arrived in August at 0.64%.
Momentum was volatile. February dropped 32% from January, only to leap 84% in March. A steep descent followed: April fell 29% from March, May slid 47% from April, and June dipped another 8%. After a small July lift, August marked the trough (−25% vs. July), before a sharp September (+65%) and an exceptional October spike (+109% vs. September). November cooled by 49%, with a mild December recovery (+15%). On average, India’s absolute month-to-month movement was 0.56 points, versus just 0.07 points globally—about eight times more volatile. The range told the same story: India’s CTR spanned 0.64% to 2.28% (a 1.65-point band) compared with the global 1.65% to 2.10% (0.45 points).
Quarterly rhythm was pronounced. Q1 was the strongest stretch (average 1.78%), powered by January and March. Performance softened through Q2 (1.09% average), then reached a Q3 trough (0.85% average), particularly in August. Q4 rebounded to 1.53% on the back of October’s surge, though November and December cooled. By contrast, the global pattern steadily climbed quarter by quarter—Q1 at 1.69%, Q2 at 1.75%, Q3 at 1.89%, and Q4 at 2.02%—a smoother seasonal build typical of rising competition and engagement dynamics into year-end.
India briefly ran above market in January (+8%), March (+31%), and October (+9%). April was the closest parity month, with India just 5% under the global level. From May through September, the gap widened to 44–67% below global CTRs, with the widest shortfall in August (−67%). While the global median rose from 1.69% in January to 2.10% in December (+25%), India moved the other way, finishing the year below its starting point despite October’s bright spike.
Overall, India’s Facebook Ads benchmarks for CTR show lower averages and greater volatility than the global baseline, marked by a mid-year slump and intermittent surges rather than a steady climb.
Understanding Facebook Ads click-through-rate benchmarks for all industries in India—alongside the global trend—helps marketers evaluate CTR performance patterns, seasonal rhythm, and country-specific variability within broader industry ad performance 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 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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