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November 2024 - November 2025
Detailed observation of presented data
SaaS & Cloud Platforms CTRs ran well below the global Facebook Ads benchmarks across the period, but the category showed real momentum: a deep January trough gave way to a steady lift through mid‑year and a strong October finish. The year also read as choppier than the market overall, with sharper month‑to‑month swings and two distinct surges in June and October.
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.
CTR performance for SaaS & Cloud Platforms started at 1.18% in November 2024 and ended at 1.41% in October 2025, a 19% lift over the period. The category averaged 1.06% CTR, hitting a low of 0.74% in January and a high of 1.41% in October. Volatility averaged 0.12 percentage points month‑to‑month, nearly double the market’s 0.06 points.
The narrative is clear in the monthly rhythm:
Across the same months, the global all‑industry benchmark averaged 1.81% CTR, ranging from 1.67% (February) to 2.08% (October), and rose 19% from November to October—similar overall momentum but with smoother month‑to‑month changes.
Seasonality was pronounced. The category softened into late Q4 and bottomed in January, mirroring a common pattern where holiday‑period competition reshapes engagement and early Q1 becomes a trough. Mid‑year stabilized (April–May plateau), then performance rebounded sharply in June and built steadily through Q3. October’s rise aligned with the typical pre‑holiday acceleration, though the SaaS spike was more pronounced than the market’s average build.
Taken together, H1 2025 averaged 0.91% CTR for SaaS & Cloud Platforms, while July–October averaged 1.27%—about 40% higher—signaling a clear second‑half re‑acceleration.
SaaS & Cloud Platforms CTRs consistently trailed the global benchmark. On average, the category ran about 42% below the market (1.06% vs. 1.81%). The gap was widest in January (−56% vs. global) and narrowest in October (−32%). Throughout the year, the category tracked 32–56% below global CTRs.
Trend shape also differed. The global benchmark climbed steadily (+19%), while SaaS showed a choppier ascent with two standout jumps (June and October) and a deeper early‑year dip. Volatility underscored the contrast: 0.12 points average monthly change for SaaS versus 0.06 points for the global line.
In summary, Facebook Ads CTR performance for SaaS & Cloud Platforms across all countries averaged 1.06%, materially below the 1.81% global benchmark, with a deep January low and a strong October peak. Understanding Facebook Ads click‑through rate benchmarks for SaaS & Cloud Platforms globally—alongside broader Facebook Ads benchmarks, CPC trends, CPM analysis, and country‑specific ad costs—helps contextualize industry ad performance relative to the market.
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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