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February 2025 - February 2026
Detailed observation of presented data
Software Development advertisers across all countries spent most of the year below the global Facebook Ads benchmarks for click‑through rate (CTR), but the category gained steady momentum through 2025 and then posted an extraordinary surge at the start of 2026. The pattern is characterized by a low base in Q1, mid‑year swings, a Q4 lift, and a January 2026 spike that sits far above prior norms. Volatility ran hotter than the market, with a few sharp monthly moves defining the narrative. 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.
Within broader Facebook Ads benchmarks that often include CPC trends and CPM analysis, this view zeroes in on CTR performance.
Software Development CTR opened 2025 at 1.19% (January) and closed the year at 1.56% (December), a 31% lift from start to finish. The 2025 median averaged 1.40%, ranging from a low of 1.19%–1.19% in January–February to a year‑high of 1.57% in November. Month to month, the biggest jump came in April (+0.20 points from March), followed by pullbacks in May (−0.18 points) and September (−0.16 points) before a Q4 rebound. Average absolute monthly movement was 0.10 points in 2025, indicating choppier swings than the market.
January 2026 broke pattern with a 9.20% median CTR, dramatically above the preceding range and well beyond seasonality. Including that outlier, the 13‑month average rises to 2.00%, but the 2025 view alone presents a more stable picture of the category’s typical engagement.
Globally across all industries, the 2025 benchmark averaged 1.84% CTR, climbing from 1.69% in January to 2.10% by December (+25%), with October and December marking standout highs. Average monthly movement for the global series was 0.07 points, notably steadier than Software Development.
Across 2025, Software Development CTR in all countries consistently trailed the global benchmark by 13% to 30%. The narrowest gap occurred in April (1.48% vs. 1.70%, −13%), while January and September saw the widest deficits (around −29% to −30%). The category’s trajectory rose faster (+31% from January to December) than the global series (+25%), but from a lower base and with higher volatility (average monthly swing 0.10 points vs. 0.07 points). In January 2026, the relationship flipped: Software Development vaulted to 9.20% CTR, exceeding the global 2.08% by roughly +342%.
Overall, Facebook Ads CTR performance for Software Development across all countries underscored steady 2025 gains from a low Q1 base, late‑year strength, higher volatility than the market, and a striking January 2026 spike. Understanding Facebook Ads click‑through rate benchmarks for the Software Development industry across all countries helps teams gauge engagement momentum against global patterns.
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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