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July 2025 - July 2026
Detailed observation of presented data
Philippines click-through-rate (CTR) behavior ran hotter and choppier than the global benchmark over the 13-month window. 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 the Philippines compared to the global benchmark.
In plain terms: the Philippines delivered a higher average CTR than the baseline but swung dramatically month to month. Peaks around February 2026 and October 2025 punctuated a year that ended with a sharp decline into June 2026 — a momentum story of lift, surge, and then fall.
Philippines CTR started at 2.82% in June 2025 and finished at 1.40% in June 2026, a decline of roughly 50% from start to end. Across the period the Philippines averaged 2.44% CTR (rounded), with a high of 4.27% in February 2026 and a low of 1.40% in June 2026 — a range of about 2.87 percentage points. By contrast, the global baseline averaged roughly 2.00% CTR, with a narrower band between about 1.78% and 2.17%.
Month-to-month moves in the Philippines were large and frequent: key swings included a fall from 2.82% to 2.04% (June→July 2025), a trough at 1.47% in August, a rebound to 3.07% in October, then the standout surge to 4.27% in February 2026 followed by a drop back to 3.10% in March and a steep slide into mid‑2026. Volatility measured as average absolute monthly change was about 0.87 percentage points in the Philippines — substantially higher than the global average monthly swing of about 0.06 points.
Seasonal rhythm shows a softer late-summer pocket (July–August 2025) and a quieter December (1.79% in December 2025), followed by a strong Q1 rebound that peaked in February 2026. October 2025 also registered above-average engagement, suggesting intermittent campaign intensity or market moments that lifted CTRs. The final months of the window show a pronounced cooling: after the March high, CTR eased across April–June 2026, culminating in the period low. Across the baseline, seasonal movement was muted — the global trend moved gradually, with a modest rise into early 2026 and smaller monthly changes than the Philippines.
Relative to global Facebook Ads benchmarks, the Philippines was generally above average but far less consistent. On average the Philippines ran about 22% higher than the global CTR (2.44% vs 2.00%). Month-to-month gaps varied widely: at its narrowest in April 2026 the Philippines was roughly 5.9% below the global level; at its widest in February 2026 it was about 101% higher than the global benchmark. In short, Philippines CTR performance was “above market” on average but “more volatile” than the baseline — swings frequently moved tens of percentage points versus the global trend.
Understanding Facebook Ads click-through-rate benchmarks for all industries in the Philippines provides a data-grounded view of CTR performance and how country-specific ad dynamics diverge from global CPM analysis, CPC trends, and broader industry ad performance patterns.
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 Philippines, 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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Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances
CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.
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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