See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Across all industries in India, Facebook Ads click-through-rate (CTR) moved through a year of sharp swings: a strong start, a mid-year trough, and a late-year rebound that didn’t quite hold through November. Compared to the global benchmark, India’s CTR tended to run lower and was far more volatile, with standout highs in March and October and a pronounced dip over the summer months. 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 CTR began at 1.41% in December 2024 and ended at 1.25% in November 2025, an 11% decline across the period. The average CTR for India was 1.36%, with a median of 1.25%. The high point arrived in March at 2.28%, with a second crest in October at 2.19%. The low was in August at 0.63%, marking the bottom of the year’s softest stretch.
Month-to-month movement was pronounced. After lifting to 1.80% in January, CTR fell to 1.25% in February, then surged to the March peak. A relatively firm April (1.85%) gave way to a steep slide through May (0.89%), June (0.80%), and July (0.86%), culminating in that August trough. A brisk recovery followed in September (1.09%) and October (2.19%), before easing back to 1.25% in November. From January’s 1.80% to August’s 0.63%, CTR fell 65%, then rebounded 245% from August to October. Volatility averaged 0.57 points per month, underscoring choppier dynamics versus the global series.
Globally, CTR averaged 1.82% with modest, steady gains from 1.70% in December 2024 to 1.98% in November 2025 (+16%). Month-to-month changes were mild (about 0.05 points on average), highlighting how unusually variable India’s market was. Note: the global series shows an anomalous December 2025 spike (60%), excluded here for comparability.
The rhythm in India split cleanly between a sturdy Q1 (January–March) and a softer late Q2 into Q3 (May–August). Performance firmed in early Q4 with a clear October peak, followed by a November cooldown. This pattern diverged from the broader market: where global CTR typically builds into Q4 as competition and attention rise, India’s recovery was briefer and more uneven.
On half-year views, India averaged 1.48% in H1 2025 (January–June) and 1.21% in H2 (July–November), an 18% slide. The global benchmark moved the other way, from 1.73% in H1 to 1.95% in H2 (+13%), underscoring the different seasonal cadence.
India’s CTR trailed the global benchmark by roughly 25% on average (1.36% vs. 1.82%). The gap was not constant: India outperformed globally in four months—January (+7%), March (+32%), April (+8%), and October (+8%)—but ran below in the remaining eight. At its narrowest, India was just 7–8% above global levels; at its widest, it sat 67% below (August). While the global trend rose steadily (+16%), India’s was choppier and net negative (−11%), with volatility roughly ten times higher than the global series.
Understanding Facebook Ads benchmarks for CTR across all industries in India reveals a market marked by sharp mid-year softness, short-lived surges, and elevated variability relative to the global pattern. These CTR performance benchmarks help frame country-specific ad costs and industry ad performance in India against the worldwide trend.
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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