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November 2024 - November 2025
Detailed observation of presented data
Brazil’s Facebook Ads click-through-rate (CTR) spent the year under the global benchmark but with far sharper month-to-month swings. While the global trend climbed steadily into late 2025, Brazil alternated between surges and dips, including a dramatic late-summer low followed by the year’s peak. This produced a market that was consistently below average but periodically capable of strong 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 all industries in Brazil compared to the global benchmark.
Across November 2024 to October 2025, Brazil’s CTR averaged 0.94%, with a median of 0.96%. The period opened at 0.84% in November 2024 and closed nearly flat at 0.83% in October 2025 (−0.8%). The high point arrived in September 2025 at 1.34%, while the low came just one month earlier in August at 0.57%. Seven of the twelve months sat above the period average, signaling a skew created by several strong peaks.
Volatility defined the market: Brazil’s average absolute month-over-month move was 0.27 points, almost five times the global swing of 0.06 points. Key inflection moments included a Q1 climb from January’s trough (0.67%) to March (1.12%, +66%), a stable plateau through late Q2 (~0.97%), and then a Q3 whipsaw: July lift (1.19%), an August dip (0.57%), and a September spike to the annual high (1.34%, more than double August), before settling back to 0.83% in October.
For context, the global benchmark averaged 1.81% over the same months (median 1.77%), rising from 1.75% in November 2024 to 2.08% in October 2025 (+19%).
Brazil consistently underperformed the global Facebook Ads benchmarks for CTR. On average, Brazil’s CTR was roughly 48% below the global level (0.94% vs. 1.81%). The gap narrowed to its tightest in September (Brazil 1.34% vs. global 1.93%, ~31% below) and widened most in August (0.57% vs. 1.96%, ~71% below). While the global curve rose steadily (+19% over the period), Brazil’s trajectory was flatter (−1%) and materially more volatile.
These CTR performance patterns often move in tandem with country-specific ad costs observed in CPC trends and CPM analysis, but this view isolates click-through behavior to benchmark industry ad performance.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Brazil highlights a market that trails global CTR levels yet experiences sharper surges and dips—particularly in Q3—relative to the steadier global trend. This Brazil CTR performance benchmark helps advertisers compare engagement dynamics to global Facebook Ads benchmarks across industries.
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.
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