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November 2024 - November 2025
Detailed observation of presented data
Canada’s Facebook Ads CTR story over the past 12 months is one of persistent underperformance versus the global benchmark, punctuated by sharp swings and a late-year rebound. Canadian CTR started notably soft in November 2024, surged into a May peak, fell back through early summer, and then rallied into October 2025. Despite that momentum, the market stayed below global levels throughout, with gaps narrowing materially only at the spring 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 Canada compared to the global benchmark.
Across November 2024 to October 2025, Canada’s median Facebook Ads click-through-rate averaged 1.39%, compared with 1.81% globally. The period opened at 1.13% in November 2024 and closed at 1.69% in October 2025—a 50% lift over the year. The high came in May (1.72%), with a second near-peak in October (1.69%). Lows clustered early and mid-year: November (1.13%), June (1.26%), and September (1.29%).
Volatility stood out. Canada’s average month-to-month move was 0.20 percentage points, roughly 3.6x more volatile than the global benchmark (0.06 points). Key inflection points include a spring jump from April to May (+0.37), an immediate June correction (−0.46), a September dip (−0.25), and a strong October rebound (+0.40). In contrast, the global curve rose more steadily, with a modest climb from 1.75% in November 2024 to 2.08% in October 2025 (+19%).
The pattern reflects familiar seasonal rhythms with a Canadian twist. Q4 2024 was subdued: November set the yearly floor, and December (1.29%) only partially recovered. Momentum improved through Q1 2025, with gradual gains from January (1.21%) to March (1.36%). Q2 accelerated on a pronounced May peak (1.72%), followed by a June reset (1.26%). Through summer, CTR stabilized in the mid‑1.5% range (July–August), slipped in September (1.29%), then rebounded in October (1.69%) as global competition intensified into the pre‑holiday period.
Canada remained below market every month. The gap ranged from roughly 36% below the global CTR in November 2024 to just 3% below at May’s high. For most of the year, Canada sat 17–33% under the global median. While the global trend climbed steadily from late 2024 into Q4 2025, Canada’s trajectory was choppier—larger spikes and dips, but also a stronger end-to-period lift (+50% vs. the global +19%). At its narrowest distance (May), Canada nearly matched the market; at its widest (November and September), it trailed by a third or more.
In short, Facebook Ads CTR performance for all industries in Canada averaged 1.39% against a 1.81% global benchmark—more volatile, persistently below market, and defined by a May spike and an October resurgence. Understanding Facebook Ads click-through-rate benchmarks for all industries in Canada helps advertisers gauge CTR performance and country-specific ad costs in context with global Facebook Ads benchmarks.
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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