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June 2025 - June 2026
Detailed observation of presented data
The headline: Brazil’s click-through-rate ran well below the global benchmark for most of the 12‑month window, but finished the period with a strong rebound that pushed May 2026 above the global average. 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 the period in June 2025 at a low 0.72% CTR and closed in May 2026 at 2.71% — a dramatic increase of roughly +277% from start to finish. Across the 12 months the median CTR in Brazil averaged about 1.43%, with a low of 0.58% in August 2025 and a high of 2.71% in May 2026. The global baseline averaged roughly 2.00% over the same months.
Month-to-month moves were large: Brazil’s average absolute monthly change was about 0.48 percentage points (for example, a 0.93‑point jump from April to May 2026 and a 0.82‑point drop from January to February 2026). By contrast the global baseline showed modest month-to-month shifts — an average absolute change near 0.06 points — highlighting that Brazil’s CTRs were far more volatile.
The Brazilian series shows a jagged rhythm rather than a smooth seasonal cycle. Early summer 2025 (June–August) was soft, hitting the year’s trough in August at ~0.58%. Autumn months oscillated around the 1.0–1.3% band, while December and January produced a pronounced uplift: December reached about 1.55% and January 2026 jumped to 2.31%. February and March retreated into the 1.48–1.50% range before a renewed upswing in April (1.79%) and a steep peak in May 2026 (2.71%). The pattern reads like a mid‑period rebound and late surge rather than a steady Q4 build or Q1 lull.
Relative to the global benchmark Brazil trailed for most of the year. The 12‑month average CTR in Brazil (~1.43%) was about 29% below the global average (~2.00%). The widest underperformance occurred in August 2025, when Brazil’s CTR was roughly 69% below global levels (0.58% vs 1.88%). The narrowest negative gap was in April 2026 (about 18% below), and in two months — January and May 2026 — Brazil exceeded the global rate, peaking about 30% above in May. Overall, Brazil’s CTR profile was both lower and much more volatile than the global baseline, with monthly swings more than seven times larger on average.
This summary highlights CTR performance and seasonal movement for All industries in Brazil, providing a data-rich view useful for comparing local Facebook Ads benchmarks, CTR performance, CPM analysis, CPC trends, and broader country-specific ad costs in the context of global industry ad performance.
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:
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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