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November 2024 - November 2025
Detailed observation of presented data
Across all countries, Facebook Ads click‑through‑rate performance for the Software Development industry spent most of the period below the global, all‑industry benchmark—but it built momentum through mid‑year and closed the gap dramatically with a late‑Q4 surge. The series was choppier than the market, with a soft December 2024, a spring lift, a brief late‑summer dip, and a standout jump in November 2025. 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 Software Development in All countries compared to the global benchmark.
Software Development CTR opened at 1.21% in November 2024, slipped to its low at 1.11% in December, and then recovered steadily through Q1 2025 (January–March averaging 1.21%). Momentum accelerated into April, where CTR rose to 1.48% (+0.20 points month over month), followed by a pullback in May (1.29%). Through early summer, the series rebuilt: 1.45% in June and 1.51% in July, before a mild plateau in August (1.50%) and a dip in September (1.35%). October rebounded to 1.44%, setting up a sharp November spike to 1.99%—the period high and a 64% lift versus the prior November.
Over the 13-month window, Software Development CTR averaged 1.38%, ranging from 1.11% (December 2024) to 1.99% (November 2025). Month‑to‑month volatility averaged 0.14 percentage points, with the largest single swing occurring in November 2025 (+0.54 points). This pace of change was notably faster than the market’s more measured rhythm.
The data show a familiar rhythm: softer engagement around the turn of the year (December–February), a spring lift (March–April), and steadier performance across mid‑year. Q3 was comparatively firm, averaging 1.45% across July–September, though September marked a pause. Q4 often brings heavier competition; in this series, CTR strengthened from October to November across both the industry and the broader market, culminating in the year’s strongest reading for Software Development.
Against the global, all‑industry Facebook Ads benchmarks, Software Development CTR remained below market throughout the period. The industry averaged 1.38% vs. the global 1.82%—about 24% lower on average. The gap was widest in December 2024 (−35%) and typically ran 20–30% below global levels through most months. The earliest notable narrowing came in April 2025 (−14%), widened again late summer (−23% in August) and early fall (−29% in September–October), then tightened sharply to just −3% in November 2025 as Software Development nearly matched the global CTR of 2.04%.
Trendlines diverged in character: the global benchmark climbed steadily (+17% from November to November), while Software Development rose faster overall (+64%) but with larger month‑to‑month swings—its 0.14‑point average volatility was nearly triple the global series (0.05 points).
Understanding Facebook Ads click‑through‑rate benchmarks for the Software Development industry across all countries helps marketers interpret CTR performance relative to global patterns. While this report focuses on CTR, it sits alongside CPC trends and CPM analysis within broader Facebook Ads benchmarks for industry ad performance worldwide.
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 Software Development 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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