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December 2024 - December 2025
Detailed observation of presented data
India’s all‑industry Facebook Ads benchmarks for click‑through rate (CTR) tell a story of sharp swings and late‑year momentum. Across the last 13 months, India averaged 1.46% CTR, sitting below the 1.81% global benchmark, yet the year closed well above market with a strong Q4 rebound. The arc features a mid‑year trough, a March spike, and a powerful October–November lift — a choppier journey than the steadier global curve.
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 India compared to the global benchmark.
The period opens at 1.66% CTR in November 2024 and finishes at 2.29% in November 2025 — a 38% rise end to end. India’s average lands at 1.46%, with a low of 0.64% in August and highs of 2.28% in March and 2.29% in November.
Momentum was punctuated by large month‑to‑month moves. After a soft February (1.25%), March jumped +1.04 points to 2.28%. That strength faded into a prolonged slide from April (1.85%) through August (0.64%), including a −0.96‑point drop in May and the cycle low in August. From there, CTR rebuilt: September edged up to 1.09%, October surged +1.13 points to 2.22%, and November added another 0.08 points to 2.29%, the period’s peak.
Volatility was pronounced. India’s average absolute monthly move was 0.47 points, roughly 8–9x the global benchmark’s 0.06 points — a clear sign of more jagged CTR performance in India relative to worldwide patterns.
The rhythm aligned to a “spike–slide–surge” pattern:
While Q4 often sees heightened competition in CPM analysis globally, India’s CTR performance lifted into year‑end, contrasting with the earlier mid‑year softness.
Relative to the global benchmark, India averaged 19% below market across the period, but with wide dispersion:
Trend-wise, the global benchmark rose steadily (+12% from November to November), while India’s line was choppier but ultimately climbed faster (+38%), driven by the Q4 rebound. The volatility gap was material, with India’s month‑to‑month swings far exceeding global stability.
In sum, Facebook Ads benchmarks for CTR across all industries in India show a volatile year with a decisive Q4 resurgence, averaging 1.46% versus 1.81% globally. Understanding CTR performance for all industries in India helps marketers evaluate country‑specific ad costs and compare outcomes to 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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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