Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
Spain’s click‑through-rate (CTR) ran below the global benchmark for almost all of the 13‑month window, but ended with a dramatic rebound in July 2026 that pushed local CTR above the global level. 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’s CTR started at about 1.57% in July 2025 and finished at a striking 2.66% in July 2026 — a +70% lift from start to finish. Over the period Spain averaged roughly 1.62% CTR (13‑month median mean), with a low of 1.11% in August 2025 and a high of 2.66% in July 2026. The global baseline averaged about 2.04% over the same months, with a lower month‑to‑month swing and a high of 2.34% in July 2026. Spain’s month‑to‑month absolute change averaged ~0.30 percentage points, driven by several sharp moves (notably the +1.17pt jump into July 2026), whereas the global baseline shifted only about 0.08 points on average.
Key month moves: a trough in August 2025 at ~1.11%, steady mid‑range through fall, a modest peak in November 2025 (~1.80%), a spring dip into May 2026 (~1.28%), and the late surge to 2.66% in July 2026. The largest single-month rise was June→July 2026 (+1.17 pts); the largest drop was July→August 2025 (−0.46 pts).
The rhythm shows softer engagement pockets around late summer (August) and again in late spring (May), with intermittent rebounds in November and March. Q4 features a local peak in November 2025 before a slight pullback into December and Q1 stability, then a spring wobble and a strong mid‑summer surge into July 2026. The pattern reads as episodic volatility rather than a smooth seasonal curve — several months show quick reversals rather than gradual trends.
Across the window Spain largely trailed global CTRs — on average about 21% below the global benchmark (1.62% vs 2.04%). Monthly gaps varied: Spain was ~41% below global in August 2025 (the widest lag), and narrowed to just ~6.5% below in November 2025. Only in July 2026 did Spain move above the global series, outpacing the global July CTR by about 14%. Overall, Spain’s CTR time series was markedly more volatile than the global baseline (≈0.30 vs ≈0.08 percentage points average monthly change), showing larger, less predictable swings.
Understanding Facebook Ads click‑through‑rate benchmarks for all industries in Spain captures both the lower‑than‑average engagement across most months and the sharp late‑period rebound that flips the narrative in July 2026. This snapshot informs comparisons of CTR performance, CPC trends, CPM analysis, and country‑specific ad costs for Spain.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Spain, advertisers should consider local market factors and user behavior. 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.
Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC may increase during Semana Santa (Holy Week) and May Day, especially for travel and tourism campaigns. 'Puentes' (bridge days) may reduce weekday inventory while pre-holiday traffic increases media consumption. Black Friday increases retail competition. Late December brings peak ad volumes and e-commerce CPMs.
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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