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December 2024 - December 2025
Detailed observation of presented data
Colombia’s Facebook Ads click-through rate (CTR) told a choppy but upward-leaning story over the past year: a market that spent most months below the global benchmark, yet closed the period higher than it began. The country’s all-industry CTR averaged 1.53%, versus a 1.81% global average, with brief bursts of outperformance in December 2024 and March 2025 punctuating an otherwise below-market run. Volatility was a defining trait, with sharp lifts and retreats that contrasted with steadier global gains into Q4.
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 CTR started at 1.27% in November 2024 and ended at 1.65% in November 2025, a 30% lift off a low base. The high point came early—1.84% in December 2024—followed by another strong month at 1.76% in March 2025. The trough was November 2024 (1.27%), with softer patches reappearing in April (1.38%) and June (1.44%). Across the 13 months, CTR averaged 1.53%, ranging from 1.27% to 1.84%.
Month-to-month movement in Colombia averaged 0.24 points, about four times the global volatility (0.06 points). The biggest swings were December’s surge (+0.57 points) and January’s giveback (−0.53), a quick rally-then-reset that set the tone for a choppier year. By contrast, the global series climbed more evenly from 1.75% in November 2024 to 1.96% in November 2025, peaking at 2.04% in October.
Colombia outperformed the global CTR in just two months—December 2024 (+8%) and March 2025 (+1%). In all other months it trailed, typically by 8–28%.
Seasonally, Colombia mixed familiar patterns with deviations. The market saw a year-end spike in December, then softened in January before recovering into March. A reset in April and a lighter June marked the second quarter as the softest stretch. The third quarter was stable around the mid‑1.5% range, and late Q4 2025 (October–November) showed a modest lift but no outsized holiday spike.
Globally, the rhythm was more classic: a mild dip in Q1, steady improvement through Q2 and Q3, and a clear high in October—typical of competitive Q4 dynamics.
Relative to Facebook Ads benchmarks, Colombia’s all-industry CTR averaged 15% below the global mark. The global series rose steadily (+12% from Nov ’24 to Nov ’25), while Colombia’s path was more jagged (+30% over the same span but from a lower starting point). The gap narrowed most in March 2025 (Colombia +1% above global) and February 2025 (only 5% below). It widened most in October 2025 (−28%), November 2024 (−28%), and September 2025 (−23%). Colombia’s monthly range (0.57 points) also exceeded the global range (0.38), reinforcing a more volatile local market.
In short, Facebook Ads CTR performance for all industries in Colombia was more variable and generally below the global benchmark, with standout moments in December 2024 and March 2025 and a modest finish in November 2025. Understanding Facebook Ads click-through-rate benchmarks for all industries in Colombia helps marketers contextualize CTR performance against global patterns and country-specific ad costs while tracking broader CPC trends and CPM analysis across markets.
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.
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