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January 2025 - January 2026
Detailed observation of presented data
Across 2025, Facebook Ads benchmarks show Singapore’s click‑through rate (CTR) running consistently below the global median, but building real momentum through the back half of the year. The year opened soft, dipped sharply in February, then climbed steadily to an October–November high before easing in December. Compared to the global baseline, Singapore’s pattern was more volatile, with bigger month‑to‑month swings and a wider annual range.
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 Singapore compared to the global benchmark.
CTR performance in Singapore started at 1.15% in January, fell to its yearly low of 0.86% in February, and finished the year at 1.38% in December—about a 20% lift from the start. The annual high landed in November at 1.63%, just ahead of October’s 1.61%. Over the full year, Singapore’s CTR averaged 1.29%, spanning a range of 0.86–1.63% (a 0.77‑point spread). Seven of twelve months sat above the national average, concentrated from July onward.
The global benchmark traced a steadier arc: an average CTR of 1.84%, with a low of 1.66% in February and a high of 2.12% in December. Month‑to‑month movement averaged 0.07 points globally versus 0.18 points in Singapore, underscoring Singapore’s sharper swings. Notably, Singapore’s largest monthly moves came in early Q1 (−0.29 points in January→February, then +0.45 points in February→March) and again at year‑end (−0.25 points in November→December).
Seasonality was pronounced. Singapore saw a Q1 trough, with February the clear low. Q2 stabilized in a narrow band around 1.06–1.21%, then Q3 stepped higher, averaging 1.39% across July–September. The strongest stretch arrived in Q4: October (1.61%) and November (1.63%) set the peak before a December fade to 1.38%. Overall, H2 averaged 1.47% in Singapore—about 32% higher than H1’s 1.11%—highlighting a meaningful second‑half acceleration.
Globally, CTRs also softened early and strengthened into year‑end, but with a smoother climb and a pronounced December surge. H2 outpaced H1 globally as well (1.96% vs. 1.72%), though the shift was milder than Singapore’s.
Relative to the global benchmark, Singapore’s CTR underperformed throughout the year: 1.29% vs. 1.84% on average (about 30% lower). The gap was widest in February (−48% vs. global) and narrowest in November (−16%). During the fall run‑up, Singapore moved closer to global levels—September (−23%), October (−20%), and November (−16%)—before the spread re‑widened in December (−35%). Range and volatility were both higher in Singapore (0.77‑point range; 0.18‑point average monthly swing) than globally (0.46‑point range; 0.07‑point swing), resulting in a choppier year even as the second half improved.
In short, Facebook Ads CTR performance for all industries in Singapore trailed the global benchmark but gathered pace across H2, peaking in October–November and ending the year roughly 20% above January. Understanding click‑through‑rate benchmarks in Singapore—alongside industry ad performance patterns and country‑specific ad costs—helps situate local CTR performance within broader global trends.
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 Singapore, 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 January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events
CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.
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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