See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
India’s Facebook Ads CTR story in 2025 reads like a stop‑start climb with a steep valley in the middle. CTR opened strong, plunged to a late-summer low, then rallied sharply in October before easing into year end. Against the global benchmark, India was more volatile and generally below market, with only three months outperforming worldwide levels. 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.
For all industries in India, CTR averaged 1.32% in 2025, ending at 1.32% in December after starting at 1.82% in January — a 27% decline across the year. The high point was March at 2.28%, followed by a second peak in October at 2.19%. The low came in August at 0.64%. Month-to-month movement was pronounced: a February dip (−0.58 points) was followed by a March surge (+1.04), then a spring slide into May (0.86%) and June (0.79%). After bottoming in August, CTR rebounded through September (+0.41) and spiked in October (+1.14), before correcting sharply in November (−1.07) and stabilizing modestly in December (+0.20).
Volatility in India averaged 0.56 percentage points per month, with a total spread of 1.65 points between the annual high and low. By contrast, the global benchmark averaged 1.84% CTR, peaking in December at 2.12% and dipping lowest in February at 1.66%. Global month-to-month changes were steadier at just 0.07 points on average, with a narrower 0.46-point annual range. Globally, CTR rose 26% from January to December, underscoring how India’s pattern diverged from the market’s gradual climb.
Seasonally, India posted a strong Q1 (average 1.78%), cooled through Q2 (1.09%), and hit its trough in Q3 (0.85%), led by the August low. Q4 rebounded to 1.54% on the back of an October spike, though gains faded in November before a modest December lift. The rhythm loosely echoes common seasonal dynamics — softer midsummer engagement and heavier Q4 competition — but India’s path was choppier, with sharper mid-year declines and a short-lived October peak rather than a sustained year-end rise.
India’s CTR averaged 29% below the global benchmark in 2025 (1.32% vs. 1.84%). India outperformed the world in only three months: January (+8%), March (+31%), and October (+9%). The narrowest gap occurred in April, just 5% below global levels, while the widest gap came in August, when India trailed by 67%. From May through September, CTRs in India ran 45–67% below the market. Where the global trend rose steadily (+26%), India’s trajectory declined overall (−27%) and was about eight times more volatile.
Understanding Facebook Ads CTR performance benchmarks for all industries in India shows a mid-year nadir, a sharp October rebound, and a year-end level below global norms. These country-specific Facebook Ads benchmarks help marketers contextualize CTR trends in India against the global pattern.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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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