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February 2025 - February 2026
Detailed observation of presented data
SaaS & Cloud Platforms across all countries posted a steadily improving Facebook Ads CTR performance through 2025 into early 2026, starting well below the market and closing the year with strong momentum. The category began the year under 1% CTR, then lifted notably from midyear and surged in Q4, narrowing a large gap versus the global benchmark. Volatility was higher than average, marked by a sharp June jump and a persistent climb from October to January.
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.
SaaS & Cloud CTR opened at 0.75% in January 2025 and ended at 1.81% in January 2026, a 142% year-over-year lift. The 2025 monthly median ranged from 0.75% (January) to 1.71% (December), averaging 1.15% for the year and 1.20% across the full 13-month window. The biggest single-month move arrived in June (+0.30 points to 1.19%), followed by a sustained run across Q4: 1.40% in October, 1.55% in November, and 1.71% in December before peaking at 1.81% in January 2026.
Month-to-month changes averaged 0.11 percentage points, indicating a choppier path than the market. Pullbacks were brief and modest—March to April (−0.04 points, −4.8%) and July to August (−0.06 points, −4.7%)—before momentum reasserted. By year-end, the category’s CTR had climbed more than one full point from its January low, the strongest finish of the period.
The first half of 2025 was softer, with H1 CTR averaging 0.92%. A midyear pivot in June set a higher baseline that carried through the back half, where H2 averaged 1.39%—a 52% lift versus H1. Q3 steadied around 1.23%, then Q4 accelerated to 1.55%, a 26% step-up from Q3. This pattern aligns with typical seasonal rhythms in paid social: a subdued early year, a midyear inflection, and elevated engagement into the holiday period, with momentum carrying into January.
Against the all-industry global benchmark, SaaS & Cloud Platforms across all countries ran below market levels throughout the period but closed the gap meaningfully. The global median CTR averaged 1.84% in 2025 (1.86% over 13 months), compared with 1.15% for SaaS & Cloud—about 37% lower on the year and 35% lower across the full window. The gap was widest in January 2025 (−56%) and narrowed progressively to −13% by January 2026.
Global seasonality was more measured: H1 averaged 1.72% and H2 1.95% (+14%), culminating in a December peak at 2.10% and a still-elevated 2.08% in January 2026. Month-to-month volatility for the benchmark averaged 0.06 points, notably calmer than SaaS & Cloud’s 0.11 points. While the market rose steadily (+23% from January 2025 to January 2026), the SaaS & Cloud category climbed faster, compressing the spread late in the year.
These Facebook Ads benchmarks show CTR performance for SaaS & Cloud Platforms across all countries started behind the market but gained momentum through midyear and into Q4, closing much closer to global levels. Understanding click-through-rate benchmarks for the SaaS & Cloud industry across all countries helps advertisers evaluate engagement trends and compare performance to global patterns in industry ad performance, alongside broader views often used for CPC trends and CPM analysis.
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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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