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July 2025 - July 2026
Detailed observation of presented data
India’s click-through-rate story over the last 13 months is one of low baselines, sudden momentum and extreme swings. On average, India’s CTR ran materially below the global benchmark for most of the period before a dramatic surge in June–July 2026. 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.
India started the window at 0.86% CTR in July 2025 and finished at 4.35% in July 2026 — an absolute jump of roughly 3.49 percentage points, equivalent to about a 408% increase from the starting point. Across the 13 months India averaged roughly 1.54% CTR (rounded), with a low of 0.56% in August 2025 and a high of 4.35% in July 2026.
By contrast the global baseline averaged about 2.04% CTR, moving modestly from 1.87% to 2.34% over the same period (+25%). India’s monthly swings were large: month-to-month absolute changes averaged ~0.53 percentage points, driven by several spikes (notably Oct 2025, May–Jul 2026). The global series was far steadier, with average monthly moves near 0.08 points.
The rhythm is irregular rather than textbook seasonal. August 2025 marked the trough (0.56%), followed by a rebound into September and a sharper lift in October (1.86%). A softer winter pattern held through early 2026 (roughly 1.08–1.28% from November–February), then modest recovery in spring and a pronounced acceleration in late spring into summer. May→June 2026 almost doubled (from ~1.60% to ~3.02%), and June→July added another large lift to 4.35%. The period shows both short-term rebounds and multi-month momentum bursts rather than a smooth quarterly pattern.
For most of the year India trailed the global benchmark. The gap ranged widely: at its narrowest in October 2025 India was only about 5% below the global CTR; at its widest negative gap in August 2025 India was roughly 70% below. That dynamic reversed in mid‑2026 — India exceeded global levels by nearly 50% in June and by about 86% in July 2026. Overall India averaged ~1.54% vs. ~2.04% globally — roughly 25% lower on average — but the narrative ends with India far above the baseline due to concentrated late-period gains. India’s CTR performance over this window was materially more volatile than the steady global trend.
Understanding Facebook Ads click-through-rate benchmarks for All industries in India frames how CTR performance can diverge from broader Facebook Ads benchmarks and sit alongside CPC trends and CPM analysis when reviewing country-specific ad costs and industry ad performance in India.
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.
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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