See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Across all industries in Australia, Facebook Ads click-through-rate (CTR) showed a clear rebound story: a soft start, a sharp Q1 dip, and a strong second-half lift that nearly matched global momentum by early Q4. Australia averaged 1.72% CTR over the last 13 months, below the 1.81% global benchmark, but finished the period at 1.91%—its second-highest month of the year—narrowing the gap with the world. Volatility was more pronounced than the global pattern, with March standing out as the local trough before a steady rebuild into October’s peak. 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 Australia compared to the global benchmark.
Australia’s CTR started at 1.52% in November 2024 and ended at 1.91% in November 2025, a 26% lift year over year. The period high landed in October 2025 at 1.99%, and the low arrived in March at 1.43%. The annual average was 1.72%, with monthly swings averaging 0.11 points—roughly twice the global volatility (0.06 points). The largest drop came from February to March (−0.29 points, −17%), followed by a brisk recovery from April to May (+0.17 points, +11%). Momentum continued into mid-year, with another step-up from June to July (+0.15 points, +9%), and crested in October before a mild November cooldown.
Globally, CTR averaged 1.81%, ranging from a low of 1.66% in February to a high of 2.04% in October. The world trend climbed 12% from November to November (1.75% to 1.96%), a steadier arc than Australia’s choppier path.
The pattern in Australia shows late Q4 and early Q1 strength, a Q1 trough, and a measured rebuild through Q2 into Q3. CTR rose from November to December, held firm in January and February, then softened sharply in March. The middle of the year marked a stabilization phase: April was still subdued, May initiated the rebound, and July through October delivered the strongest run, with October setting the annual high. November eased slightly but remained elevated relative to the year’s starting point.
This rhythm aligns with broader pressures that often reshape engagement through Q4 and into Q1, while Australia’s trajectory in 2025 leaned more recovery-driven than the global baseline.
On average, Australia trailed the global Facebook Ads benchmarks by 0.09 points (about 5%). It outperformed the world in two months—January (+5%) and February (+3%)—and was near parity in July (−1%) and September (−1%). The widest gap appeared in March (−18%), with April also materially below (−15%). By H2 2025, Australia’s CTR averaged 1.90%, up 17% from H1, outpacing the global second-half lift of 13% (global H2 average: 1.95%). Range also underscored the difference: Australia’s year range spanned 0.56 points compared with 0.38 points globally, signaling a more variable market.
Overall, the global trend rose steadily (+12%), while Australia’s path was more dynamic (+26% from start to end), ultimately closing the year just 2–3% below the world in November.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Australia highlights a market that started under the global average, dipped in March, and then rallied into an H2 high point—ending close to global norms. This CTR performance view offers a clear read on country-specific ad costs and industry ad performance patterns, and complements broader CPC trends and CPM analysis for Australia.
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 Australia, advertisers typically see good engagement rates despite moderate costs. 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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This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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