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November 2024 - November 2025
Detailed observation of presented data
Colombia’s click-through rate (CTR) story over the past 12 months reads as a choppy climb: a strong December spike, a sharp January reset, and a year that ultimately ends modestly higher than it began—yet consistently below the global benchmark. Across all industries, Colombia averaged a 1.54% CTR from November 2024 to October 2025, trailing the global 1.81% average by roughly 15%. The market’s standout moments came in December (the annual high) and March (a brisk rebound), while January delivered the clear trough. Volatility was a defining feature, with month-to-month swings far larger than the global pattern.
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 opened at 1.36% CTR in November 2024 and closed at 1.52% in October 2025, an 11% lift end-to-end. The high was 1.84% in December, followed by the low of 1.30% in January—a rapid surge and reset that set the tone for a more turbulent year. The market then rebounded to 1.76% in March, dipped to 1.38% in April, and stabilized in the 1.44%–1.63% range through mid-year, before softening slightly into early Q4 (1.48% in September, 1.52% in October).
Volatility stood out. Colombia’s average absolute month-over-month change was 0.24 points, roughly four times the global benchmark’s 0.06 points. The largest single-month moves were December’s jump from November (+0.47 points, +35%) and January’s drop from December (−0.53 points, −29%). Overall, the market logged six monthly gains and five declines across the period—evidence of a choppy, momentum-driven pattern rather than a smooth trend.
Seasonality shows up clearly. December’s holiday period delivered the year’s strongest engagement in Colombia, while January marked the softest point. Early spring (February–March) produced a rebound, before an April reset. Through the middle of the year, CTRs settled into a relatively tight band, with July (1.61%) edging above August (1.54%). Early fall softened (1.48% in September) and October held near that level at 1.52%.
The global rhythm looked steadier. From November 2024 to October 2025, the worldwide median CTR climbed from 1.75% to 2.08% (+19%), with the low point in February (1.67%) and a consistent build into Q3 and early Q4.
Colombia underperformed the global Facebook Ads benchmarks in 10 of 12 months. The exceptions were December (+8% vs. global) and March (+1%), when Colombia narrowly moved above market. Elsewhere, gaps ranged from −6% in February to −27% in October, with sustained underperformance of 15–23% across much of late summer and early fall. On average, Colombia’s CTR lagged the global median by 0.27 points (1.54% vs. 1.81%). The trend shape also differed: the global line rose smoothly, while Colombia’s was more uneven—sharp bursts, quick pullbacks, and shorter plateaus.
Taken together, these results describe CTR performance for all industries in Colombia as below the global average and markedly more volatile, with decisive seasonal peaks in December and March and a softer finish into early Q4. While CTR tracks engagement rather than spend, it anchors Facebook Ads benchmarks alongside CPC trends, CPM analysis, country-specific ad costs, and broader industry ad performance. 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.
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