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July 2025 - July 2026
Detailed observation of presented data
Colombia’s click-through-rate story this year runs counterpoint to the global pattern: steadier peaks around the holiday season but far sharper swings mid-year. 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 Colombia compared to the global benchmark.
Colombia’s median CTR opened at 1.53% in July 2025 and closed the year-long series at 1.63% in July 2026. Across the 13 months the Colombian average CTR was about 1.52%, with a high of 1.90% in December 2025 and a low of 0.68% in June 2026. By contrast the global baseline averaged roughly 2.04% over the same span, ranging from 1.87% to 2.34%.
Key monthly movements read like a rollercoaster: a modest climb from 1.53% in July to 1.90% in December, then a steep fall into early 2026 volatility — a sharp drop from 1.72% in April to 0.96% in May (about −44%), followed by a trough of 0.68% in June and a dramatic rebound to 1.63% in July (+141% month-over-month from June). Overall range in Colombia was ~1.22 percentage points versus ~0.47 points globally.
Volatility averaged ~0.29 percentage points month-to-month in Colombia, roughly 3.6 times the global monthly swing of ~0.08 points. That larger variability is concentrated around two inflection zones: the December peak and the May–June mid-year trough.
Seasonal rhythm is visible but uneven. Colombia shows a clear year-end lift into December (1.90%), consistent with typical Q4 engagement increases, then a softening and choppy early-Q1 recovery. Instead of a smooth post-holiday rebound like the global series, Colombia’s engagement collapses sharply in late spring (May–June), producing an unusually deep mid-year trough. The holiday peak (December) represents the strongest single-month performance, while the late-spring/early-summer months register the weakest engagement.
The baseline global trend is steadier: a gentle rise through Q4 into Q1 and a new high in July 2026 (2.34%). Colombia’s timeline shows stronger seasonality at year-end but pronounced mid-year instability.
On average Colombia trailed the global benchmark by about 0.52 points, or roughly 26% below the worldwide CTR. Month-to-month the gap varied widely: the narrowest differential came in December 2025 (Colombia ~8% below global), while the widest gap occurred in June 2026 when Colombia’s CTR was approximately 67% below the global level. Across the year the global baseline behaved more smoothly and stayed consistently above Colombia’s levels; Colombia’s pattern was more volatile with periods of near-parity and episodes of deep underperformance.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Colombia helps advertisers gauge engagement rhythm and compare country-specific ad costs and CTR performance to global CPM and CPC trends and broader CPM analysis. This summary highlights CTR performance for all industries in Colombia and how it diverged from global 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 Colombia, 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/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)
CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.
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
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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