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February 2025 - February 2026
Detailed observation of presented data
Singapore’s Facebook Ads click-through rate (CTR) told a two-part story: a soft, below-market first half of 2025 followed by a pronounced lift through Q3 and Q4, capped by a sharp January 2026 spike that nearly closed the gap to global performance. Volatility was a defining trait—bigger month-to-month swings than the global benchmark—with a deep trough in February, a steady climb into October–November, an unexpected December dip, and a standout high in January 2026.
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.
Across the 13-month window, CTR in Singapore averaged 1.33%, beginning at 1.15% in January 2025 and rising to 1.99% by January 2026—an overall gain of 73%. The low point arrived in February 2025 at 0.86%, followed by a March rebound to 1.31% (+53% month over month). Q2 was choppy but subdued (roughly 1.05%–1.21%), while momentum built through Q3 (1.33%–1.46%) and crested locally in October–November (1.61%–1.63%). December slipped to 1.31% (down 20% from November), before January 2026 surged to the series high at 1.99% (+53% vs. December).
Volatility was notable. Singapore’s average absolute monthly move was 0.22 points, with large swings in March (+0.45), December (−0.32), and January 2026 (+0.68). That range—from a 0.86% trough to a 1.99% peak—spanned 1.13 points, more than double the global range.
For calendar year 2025 alone, Singapore’s CTR averaged 1.28%. H2 meaningfully outpaced H1: 1.45% vs. 1.11% (+31%), underscoring how much of the lift was back-weighted into the year.
The pattern in Singapore resembled a reset-and-rebuild cycle. Q1 started muted with a February trough, then recovered in March. Q2 lacked a decisive trend, hovering just above 1%. Q3 marked a steadier rise, and Q4 initially accelerated—October and November produced the strongest sustained run of the year—before a December pullback interrupted what was otherwise a classic fourth-quarter upswing. The January 2026 spike suggests carryover engagement after the year-end reset, diverging from the December softness.
Relative to Facebook Ads benchmarks globally, Singapore trailed throughout most of the period. The global average CTR over the same 13 months was 1.86% versus Singapore’s 1.33%—about 28% lower on average. In 2025 specifically, Singapore averaged 1.28% compared to the global 1.84% (30% lower).
The gap narrowed materially as the year progressed. Singapore ranged from 48% below global levels at its widest (February 2025) to just 4% below at its narrowest (January 2026). The global trend climbed steadily from 1.69% in January 2025 to 2.08% in January 2026 (+23%), whereas Singapore rose faster overall (+73%) but with sharper month-to-month changes. Volatility underscores the difference: 0.22 points in Singapore vs. 0.06 globally, indicating a more kinetic local market even as it ran below average.
In sum, CTR performance for all industries in Singapore lagged global Facebook Ads benchmarks through most of 2025, but momentum strengthened in the back half of the year, culminating in a near-parity result by January 2026. Understanding Facebook Ads click-through-rate benchmarks for all industries in Singapore helps marketers evaluate country-specific CTR performance against global patterns and gauge how local dynamics diverge from broader 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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