Facebook Ads CTR Benchmarks in Argentina

Introduction

All industries in Argentina posted a year of two halves for Facebook Ads click-through rates (CTR): a strong, above-market start that gave way to a steep, protracted slide. From December 2024 through February 2025, Argentina consistently outperformed the global benchmark by triple-digit margins. By Q3, momentum faded; by Q4, CTRs had fallen to sub‑1% levels while the global trend was peaking. The result is a market that averaged higher engagement overall than the world, but with far sharper swings and a decisive downshift in the back half of the year.

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 Argentina compared to the global benchmark.

The story in the data

• Range and average: Argentina’s CTR averaged 2.18% across the period, versus 1.84% globally. The local peak hit 4.04% in February 2025; the trough landed at 0.70% in November, a 3.34‑point spread (global range: 0.55 points).
• Start to finish: Argentina declined from 3.58% in December 2024 to 0.76% in December 2025, a 79% drop. Over the same endpoints, the global benchmark rose 31% (1.68% to 2.21%).
• Monthly moves: Early‑year gains were modest (Dec→Jan +0.05 points; Jan→Feb +0.41), followed by a sharp March correction (−2.29 points, −57%). A brief rebound in April (+0.97) settled into a Q2 plateau around the mid‑2s. The second major step down came in July (−1.35, −53% vs June), with subsequent erosion into the Q4 lows and a slight December uptick (+0.06).
• Volatility: Argentina’s average month‑to‑month swing was 0.61 points, about 9× the global benchmark’s 0.07, underscoring a markedly more turbulent engagement pattern.

Seasonal and monthly dynamics

Argentina’s rhythm moved from an elevated Q1 to a measured Q2, then softened materially through the second half:

• Q1 2025 averaged 3.14%, the year’s high watermark.
• Q2 averaged 2.67%, a stable mid‑range plateau.
• Q3 slid to 1.51%, with a brief September lift to 1.89%.
• Q4 dipped further to 0.94%, with November at the absolute low (0.70%).

By contrast, the global pattern followed a typical seasonal climb: steady Q1–Q2 gains, firmer Q3, and a Q4 high (global quarterly averages: 1.69%, 1.75%, 1.91%, 2.06%). In other words, global engagement strengthened into year‑end, while Argentina weakened.

Country vs. Global

Argentina led the world through most of H1: December through June ran 40%–145% above global CTRs, with February’s gap the widest (+144%). The relationship then flipped. From July onward, Argentina trailed the benchmark in five of six months; November and December marked the widest deficits, 64%–66% below global levels. The closest the two converged was September, when Argentina sat just 1% below the global median (1.89% vs 1.91%).

Overall, Argentina’s average still landed 19% above the global CTR across the period, reflecting a high‑ceiling market whose H2 downturn overpowered its early lead. The divergence is clear: the global trend rose steadily (+16% from H1 to H2), while Argentina’s was choppier and lower in H2 (−58% from H1 to H2).

Closing

Facebook Ads benchmarks show that CTR performance for all industries in Argentina was both higher on average and far more volatile than the global norm, surging early before a pronounced second‑half decline. While this report centers on CTR performance, these engagement patterns provide context for CPC trends, CPM analysis, and country‑specific ad costs. Understanding Facebook Ads click‑through rate benchmarks for all industries in Argentina helps teams gauge industry ad performance and compare outcomes to global patterns.