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July 2025 - July 2026
Detailed observation of presented data
India’s click-through-rate pattern over the last 12 months tells a story of pronounced seasonality and sharp rebounds, running consistently below the global benchmark but finishing the period with a strong lift. 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 median CTR averaged about 1.12% across June 2025–May 2026, starting at 0.78% in June 2025 and ending at 1.60% in May 2026 — a net rise of roughly 106% from the opening month. The low point was 0.56% in August 2025; the high was 1.86% in October 2025, a range of about 1.30 percentage points. Month-to-month movement was choppy: average absolute monthly swings were near 0.34 percentage points, and the standard deviation was approximately 0.34 points, reflecting meaningful volatility. By contrast, the global (baseline) CTR averaged about 1.99% over the same months, with a steadier standard deviation near 0.12 points.
Key monthly movements punctuate the year: a deep trough in August (0.56%), a sharp rebound into September (1.05%), a major spike in October (1.86%), then a pullback in November (1.12) before a renewed advance into December–May. October’s peak narrowed the gap with the global benchmark, while August marked the widest shortfall.
Seasonal rhythm is visible: late-summer softness (August) gave way to a Q4 spike (October) and then a mixed winter-to-spring pattern. Q4 showed the most pronounced momentum: September → October produced the largest single-month rise (+0.81 points), immediately followed by a large correction into November (−0.74 points). Spring months (April–May 2026) showed a second uplift, with May reaching 1.60%. Overall, the series reads as high-amplitude swings rather than a steady climb.
India trailed global CTRs across the year — on average about 0.87 percentage points lower, meaning India ran roughly 44% below the global benchmark. The gap varied: at its narrowest in October India was only about 5% below global levels (India ~1.86% vs global ~1.96%), while at its widest in August India was roughly 70% below global. The global trend was steadier and modestly upward (+~17% from June to May), whereas India’s pattern was more volatile and punctuated by large month-to-month swings (+~106% over the same span).
Understanding these patterns provides a quantified view of CTR performance dynamics: the data highlights India’s elevated volatility relative to global baselines and the timing of troughs and peaks that shaped CTR performance for All industries in India.
Understanding click-through-rate benchmarks for all industries in India supports clearer conversations about Facebook Ads benchmarks, CTR performance, CPC trends, CPM analysis, country-specific ad costs, and broader industry ad performance.
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:
Average cost per click benchmarks across industries
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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