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December 2024 - December 2025
Detailed observation of presented data
Canada’s Facebook Ads click-through rate (CTR) story across all industries is one of steady lift punctuated by sharp swings. From a subdued November 2024 start, Canada climbs into mid-year highs and spikes in October 2025, yet remains consistently below the global benchmark. The pattern shows pronounced mid-year volatility, with standout dips in June and September and a strong October peak that mirrors global seasonality.
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 Canada compared to the global benchmark.
Across November 2024 to November 2025, Canada’s median monthly CTR averaged 1.40%, versus a 1.81% global average — about 23% lower overall. The period opens at 1.17% in November 2024 and closes at 1.42% in November 2025, a net gain of roughly 22%. The high point arrives in October 2025 at 1.73%, while the low is November 2024 at 1.17%, producing a range of 0.57 percentage points.
Momentum develops in stages. After a modest rise into December (1.29%), Q1 softens (January 1.22%, February 1.25%) before lifting to 1.39% in March. Q2 begins stable (April 1.40%) then jumps in May to 1.63%, only to drop sharply in June to 1.22% — the largest month-to-month pullback of the year. A July rebound to 1.60% and August ease to 1.57% give way to a September slump at 1.31%. The market then surges to its annual peak in October (1.73%) and cools to 1.42% in November.
Volatility in Canada averaged 0.20 points per month (by absolute month-over-month change), substantially choppier than the global benchmark’s 0.06 points.
Seasonality is visible on both tracks. Canada typically softens through early Q1, finds a spring lift (March–May), and then oscillates into late summer. The sharp June dip breaks the mid-year build, followed by a July rebound and a September lull. Q4 carries the strongest spike in October and a November cooldown — a familiar pattern as competition intensifies late in the year and engagement shifts into seasonal campaigns.
Globally, CTR trends higher in a smoother arc: a low near February (1.66%), a steady climb through summer, a peak in October (2.04%), and a lighter November (1.96%). The global median over the period is 1.81%, with a 12% lift from November to November — slower growth than Canada’s +22% but with far less turbulence.
Canada trails the global benchmark every month, with the narrowest gap in May 2025 (1.63% Canada vs. 1.77% global, about 8% below) and the widest gap at the start in November 2024 (1.17% vs. 1.75%, roughly 34% below). Through the year, Canada’s CTR runs 8–34% under global levels, while exhibiting more pronounced swings.
In short, Facebook Ads CTR performance across all industries in Canada shows meaningful year-over-year lift with higher volatility and a persistent gap to the global benchmark. Understanding Facebook Ads click-through rate benchmarks for all industries in Canada helps advertisers evaluate engagement trends and compare performance to global patterns.
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 Canada, 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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Late November (Black Friday and Cyber Monday), December (holiday shopping, Boxing Day), Back-to-school (August-September), Mother's Day (May)
CPM might increase during Canada Day, Labour Day, and Thanksgiving. Black Friday and Cyber Monday see heightened e‑commerce bidding. December holiday period may spike ad costs. Back-to-school and Mother's Day drive retail competition. Provincial holidays might alter weekday inventory availability.
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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