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December 2024 - December 2025
Detailed observation of presented data
Spain’s Facebook Ads click-through rate tells a choppy, high-variance story compared to the steadier global benchmark. Across all industries, Spain averaged 1.63% CTR over the past 13 months versus the global 1.81% — roughly 10% below market. The pattern wasn’t linear: a deep April dip gave way to a dramatic May surge, a relatively stable summer, an October lift, and a sharp November cooldown. Volatility was the headline, punctuated by a near-tripling from April to May.
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 Spain compared to the global benchmark.
Spain started at 1.45% CTR in November 2024 and ended lower at 1.22% in November 2025, a 16% decline year over year. The low arrived in April 2025 at 0.91%, followed by the high in May at 2.43% — the single biggest swing in the period. From there, CTR cooled to 1.85% in June and held a similar level in July (1.85%), before settling into the mid‑1.6% to 1.7% range through August and September. October ticked up to 1.99% before November retraced to 1.22%.
Spain’s average monthly movement was 0.38 percentage points, indicating sharp swings month to month. For context, the global series moved just 0.06 points on average, reflecting a steadier climb from 1.75% in November 2024 to 1.96% in November 2025. Globally, the high landed in October 2025 at 2.04% and the low in February 2025 at 1.66%.
The early year in Spain was mixed: January (1.62%) and March (1.64%) were stronger than February (1.46%). April marked a pronounced trough (0.91%), followed by a May spike to 2.43% — a jump of 1.51 points, or about 2.7x April levels. Summer stabilized with July at 1.85% and August–September near 1.67–1.69%, suggesting consistent engagement during the holiday period. Q4 bifurcated: October rose to 1.99%, then November dropped back to 1.22%.
Globally, the rhythm was more predictable: gradual gains from Q2 through Q3, a Q4 peak in October (2.04%), and a mild pullback in November (1.96%), consistent with broader Facebook Ads benchmarks and industry ad performance patterns.
Relative to the global benchmark, Spain ran below market most months, with two notable exceptions:
On average in 2025, Spain’s CTR (1.67%) trailed the global average (1.83%) by about 9%. The global trend rose steadily (+12% from Nov ’24 to Nov ’25), while Spain’s was choppier and slightly negative over the same span (−16%). At its narrowest gap, Spain sat just 2–3% below global CTRs (October 2025).
In sum, CTR performance across all industries in Spain was lower and markedly more volatile than the global baseline, defined by an April trough, a May breakout, and a mixed Q4. Understanding Facebook Ads click-through-rate benchmarks for all industries in Spain — alongside CPM analysis, CPC trends, and country-specific ad costs — helps contextualize how Spain’s market compares to 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Spain, 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 November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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