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December 2024 - December 2025
Detailed observation of presented data
Brazil’s Facebook Ads CTR performance told a choppy but ultimately uplifting story across the last 13 months: consistently below the global benchmark for most of the period, then a dramatic late-year surge that briefly moved above market. The median CTR across all industries in Brazil averaged 1.02%, well under the 1.81% global average, with pronounced month-to-month swings and standout spikes in September and November 2025. Seasonal rhythms were visible—soft Q4 2024, a tentative Q1 rebound, and a Q3 whipsaw—culminating in a November high.
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 Brazil compared to the global benchmark.
Brazil started at 0.84% in November 2024 and finished at 2.03% in November 2025—an increase of roughly 140% year over year. Over the full span, CTR in Brazil averaged 1.02%, ranging from a low of 0.59% in August 2025 to a high of 2.03% in November 2025. Nine of the 13 months sat below 1%, underscoring a generally subdued engagement baseline before the late-year lift.
Key movements punctuate the narrative:
Volatility in Brazil averaged 0.34 points per month—about six times the global month-to-month change (0.06), signaling notably more erratic CTR dynamics than the worldwide trend.
Seasonality showed through familiar patterns with Brazil-specific amplitude. CTR softened through Q4 2024 (0.84%–0.84%), nudged upward across Q1 2025 (0.68% to 1.12%), and held steady through Q2 around 0.97%. Q3 was the most kinetic: a July rise, an August drop to the period’s bottom, and a September rebound. Q4 2025 diverged from the prior year with an outsized November peak, lifting the quarter’s average meaningfully above Q4 2024.
Globally, the rhythm was steadier: a mild build from 1.66–1.77% in early 2025 to 1.94–2.04% across late summer and early Q4, easing to 1.96% in November.
Brazil’s CTR trailed global levels by 30–70% for most months:
While the global trend rose steadily (+12% from November 2024 to November 2025), Brazil’s path was choppier, swinging from deep underperformance in August (−70%) to an above-market finish in November.
Facebook Ads benchmarks highlight a year of lower-but-lifting CTR performance across all industries in Brazil: a 1.02% average versus 1.81% globally, high volatility, and a standout November surge. Understanding CTR performance trends for all industries in Brazil helps advertisers interpret engagement patterns and compare country-specific results to the global benchmark.
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 Brazil, 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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:
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Cost per thousand impressions across different markets
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