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November 2024 - November 2025
Detailed observation of presented data
SaaS & Cloud Platforms saw a year defined by a soft first quarter, a steady mid-year rebuild, and a decisive late-year lift in click-through rates. Across all countries, Facebook Ads CTR performance for this category averaged 1.12%, notably below the 1.82% global, all-industry benchmark. The gap was widest in January (down 56% vs. market) and narrowed dramatically by November, when SaaS CTRs were only 11% below global norms. Volatility was also higher than average, with sharper month-to-month swings and standout spikes in June, October, and especially November.
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 SaaS & Cloud Platforms across all countries compared to the global benchmark.
The period begins in November 2024 at 1.17% before a two-month slide to 0.96% in December and a trough at 0.74% in January 2025. From there, SaaS CTRs rebuilt in measured steps: 0.84% in February and 0.94% in March, then holding near 0.89–0.90% in April–May. June marked the first sharp inflection (up to 1.16%), followed by a stable summer band around 1.19–1.25% through August–September. Momentum strengthened in Q4, with 1.41% in October and a breakout to 1.83% in November — the yearly high.
Across the 13-month window, SaaS CTRs ranged from 0.74% (January) to 1.83% (November), with an average of 1.12%. The biggest monthly gains occurred in November 2025 (+0.42 points vs. October, roughly +30%) and in June (+0.27 points vs. May). The steepest declines were at the turn of the year: -0.20 points in December and -0.22 points in January. Month-to-month volatility averaged 0.14 points — nearly triple the 0.05-point average swing seen in the global benchmark — underscoring a choppier ride for SaaS engagement.
The category’s rhythm followed a familiar arc: a year-end cool-down into a Q1 trough, a Q2 rebuild, and a firmer Q3 plateau before a Q4 acceleration. Q1 averaged 0.84%, Q2 climbed to 0.98%, Q3 held stronger at 1.23%, and the October–November stretch averaged 1.62%. December 2024 was softer than November, while the following year’s October–November surge pointed to heightened engagement at the close of 2025. The progression from spring into summer was gradual rather than explosive, with the more decisive lifts clustered late in the year.
Relative to the global Facebook Ads benchmarks across all industries, SaaS & Cloud Platforms ran below market throughout the period but closed the gap meaningfully. On average, the category trailed by 38%. The deficit ranged from -56% at its widest (January 2025) to -11% at its narrowest (November 2025). Key narrowing moments included June (from -49% in May to -36%), early Q3 (around -34% to -39%), and October (to -31%) before the pronounced November close. While the global benchmark rose steadily over the year (+16% from November 2024 to November 2025), SaaS delivered a steeper climb (+57%) with more pronounced monthly swings.
In sum, Facebook Ads CTR performance for SaaS & Cloud Platforms across all countries lagged the global benchmark most of the year, yet momentum improved materially into Q4 2025. Understanding Facebook Ads click-through-rate benchmarks for SaaS & Cloud Platforms across all countries helps marketers gauge engagement trends versus broader market patterns. While CPC trends and CPM analysis shape auction dynamics, the story here is engagement — and this period shows SaaS demand rebounding from a soft Q1 to a strong year-end finish.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the SaaS & Cloud Platforms industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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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