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October 2025 - September 2026
Benchmark observations based on the selected data
Software Development’s click-through-rate (CTR) line this year tells a story of steady underperformance against the global benchmark, punctuated by two sharp rebounds. 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 available compared to the global benchmark.
From July 2025 to June 2026 Software Development averaged a 1.66% CTR (12‑month median), starting at 1.37% in July 2025 and ending at a dramatic 3.47% in June 2026. The series ranged from a low of 1.12% in September 2025 to the high of 3.47% in June 2026. By contrast, the global baseline over the same months averaged about 2.02% CTR — meaning Software Development trailed the global benchmark by roughly 17.4% on average.
Most months sat below the market: July–December 2025 hovered in the 1.12–1.38% band, a persistent gap of roughly 30–41% beneath global CTRs. The pattern shifted in early 2026 with a lift into January (1.96%) and February (2.25%), where February slightly exceeded the global baseline (≈+5.8%). March then gave back much of that gain (1.40%), April–May climbed gradually (1.61% → 1.80%), and June produced an outsized spike to 3.47% — about 71% above the baseline 2.02% for June.
Volatility was pronounced: average month‑to‑month absolute movement for Software Development was about 0.39 percentage points, far higher than the baseline’s typical monthly swing (~0.06 points). Two jumps dominate the variance — Dec→Jan (+0.70 pp) and May→Jun (+1.67 pp) — and the Feb→Mar drop (−0.85 pp) underscores the choppy momentum.
The calendar conveys two distinct pulses. Late summer into early fall (Jul–Oct 2025) showed a gradual softening, bottoming in September. Q4 (Nov–Dec) nudged up modestly into the holidays, then Q1 brought a sharper rebound across January–February. That rebound was short lived: March retraced much of the early‑year gain, followed by a slow lift through spring and a pronounced June surge. The pattern reads like a market that oscillates between quieter windows and episodic bursts of engagement rather than a smooth seasonal curve.
Across the year Software Development was generally below average versus the global CTR benchmark — often 30–41% lower in many months (notably September–October 2025). The narrowest gap occurred in January 2026 (about 7% below baseline), and the series briefly flipped above market in February (+≈6%) and then decisively in June (+≈71%). Compared to the baseline’s steady, low‑variance rhythm, the software sector’s CTRs were markedly more volatile and episodic in their momentum.
Understanding Facebook Ads click-through-rate benchmarks for Software Development in All countries available helps advertisers evaluate CTR performance and compare industry ad performance to broader Facebook Ads benchmarks and country-specific ad costs across global markets.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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