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June 2025 - June 2026
Detailed observation of presented data
Colombia’s click-through-rate story over the last 12 months shows steady moments of lift and a sharp late trough, landing consistently below the global norm. 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.
Across June 2025–May 2026, click-through-rate (CTR) for All industries in Colombia averaged about 1.56%, starting the period at 1.27% (June 2025) and ending at 0.98% (May 2026) — a net decline of roughly 23.5% from start to finish. The high point came in December 2025 at ~1.90%, while the low was a pronounced drop in May 2026 to ~0.98%. Month-to-month movement was wide: the peak-to-trough swing from December to May represents a near 49% fall in CTR.
By contrast, the global (baseline) median for the same months averaged about 2.00% CTR. Colombia trailed the global benchmark every month; the gap ranged from a narrow -8.1% in December to a wide -53.2% in May. Over the full period Colombia’s CTR sat ~22% below the global median.
Volatility was a defining feature: Colombia’s average absolute monthly change was about 0.23 percentage points, compared with roughly 0.065 points for the global benchmark — more than three times the baseline volatility. Notable month-to-month moves include the December-to-January decline (about 0.38 points) and the sharp April-to-May drop (about 0.73 points).
Seasonal rhythm is visible but uneven. The market built momentum into Q4, peaking in December (1.90%) and narrowing the gap to the global benchmark. A January dip followed, with a recovery through February–April (peaking again near 1.80% in March). May broke the pattern: CTR collapsed to under 1.0%, creating the period’s largest single-month swing and the widest divergence from global levels.
The baseline shows more muted seasonal moves — a steadier Q4 peak in December (~2.06%) and smaller month-to-month shifts — while Colombia’s cadence showed sharper rebounds and deeper troughs within the same windows.
Relative phrasing captures the relationship: Colombia’s CTR was consistently below average versus global Facebook Ads benchmarks for the year. The global trend hovered around 2.0% and moved steadily; Colombia’s trend was choppier, with local peaks (~1.90% in December, ~1.80% in March) but deeper troughs (notably May at ~0.98%). At its narrowest gap Colombia was roughly 8% below global CTRs (December); at its widest, about 53% below (May).
This CTR analysis — centered on Facebook Ads benchmarks, CTR performance, CPC trends and CPM analysis context for country-specific ad costs — frames how industry ad performance in Colombia diverged from broader market patterns during the period.
Understanding Facebook Ads click-through-rate benchmarks for All industries in Colombia 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 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:
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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