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December 2024 - December 2025
Detailed observation of presented data
Singapore’s Facebook Ads click-through rate (CTR) spent most of the year under the global benchmark, then staged a sharp year-end surge that flipped the story. After a soft first half and a steady mid-year rebuild, CTR accelerated in Q4 and finished well above the worldwide median in December. Volatility was a defining feature: Singapore swung more dramatically month to month than the global curve, with several pronounced spikes and dips.
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 Singapore compared to the global benchmark.
Key movements marked the year’s rhythm:
The first half was subdued. Q1 averaged 1.08% and Q2 dipped slightly to 1.01%, with April marking the trough. Mid-year stabilized: Q3 rose to a 1.38% average as July and August held in the 1.32–1.42% range. The inflection arrived in Q4. October edged higher (1.50%), November broke the 2% line, and December peaked at 2.94%. The pattern aligns with a broad return of user engagement late in the year, with Singapore’s curve showing a steeper Q4 lift than earlier months suggested.
Relative to Facebook Ads benchmarks globally, Singapore’s CTR underperformed for most of the year but closed the gap decisively at the end:
Overall, these Facebook Ads CTR performance benchmarks show a Singapore market that was softer and more volatile than the global average for most of the year, followed by a decisive Q4 breakout. Understanding click-through-rate benchmarks for all industries in Singapore—alongside complementary CPC trends and CPM analysis for country-specific ad costs—helps advertisers evaluate engagement dynamics and compare results 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 Singapore, 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 January (Chinese New Year), October–December (Deepavali, National Day promotions, Christmas), Mid-year retail events
CPM and CPC might rise during Chinese New Year and Deepavali for gifting, food, and apparel categories. Good Friday, Hari Raya, and Vesak Day long weekends could shift consumer behavior and spike media consumption. National Day promotions might elevate ad costs in entertainment and tourism. Singapore's small, affluent market means events can have noticeable retail impact.
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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