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July 2025 - July 2026
Detailed observation of presented data
Australia’s click-through-rate (CTR) story over the last 13 months ran below the global baseline for almost the entire period, punctuated by one dramatic outlier. 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 available in Australia compared to the global benchmark.
Australia began June 2025 at a CTR of 1.62% and finished June 2026 at 1.36% — a modest net decline. Across the 13-month window Australia’s median CTR averaged roughly 1.62%, with values ranging from a low of 1.11% (December 2025) to a high of 2.84% (April 2026). By contrast the global baseline averaged about 2.00% over the same months, with a narrower spread (1.78% to 2.17%). In absolute terms Australia trailed the global benchmark by roughly 0.38 percentage points on average — about 19% lower.
Monthly moves were meaningful. After a steady mid‑2025 run in the 1.60–1.85% band, CTR dropped into the low 1% range in December, rebounded into the mid‑1% range in early 2026, and then produced a strong spike in April 2026 (2.84%) before collapsing again in May (1.18%). Those two months — April lift and May decline — are the standout swings of the set.
Seasonally, the cadence shows Q4 weakening culminating in the December trough (1.11%), followed by a modest early‑Q1 rebound in January (1.55%) and a bumpy March (1.53%). The April 2026 surge is an exceptional outlier relative to the prior rhythm, creating a sharp month‑to‑month reversal into May. Overall, the pattern reads as Q4 softness, early‑year uptick, an April spike, then a sudden May correction and a small recovery into June.
Volatility is material: Australia’s average month‑to‑month absolute change was about 0.41 percentage points, driven largely by the April–May swing. The global baseline was far steadier, averaging roughly 0.06 percentage points month‑to‑month.
Relative to the baseline, Australia was generally below market most months. The narrowest gap occurred around October 2025, where Australia’s 1.85% was only about 6% below the global 1.96%. The widest shortfall was December 2025, when Australia lagged roughly 46% behind the global 2.06% level. April 2026 is the one exception: Australia exceeded the global CTR by about 31% that month (2.84% vs 2.17%). Overall the global trend was smoother and slightly upward across the period (+17% from the June low to the April peak baseline), while Australia’s path was much choppier and more episodic.
This data-driven snapshot of CTR performance highlights how Australia’s Click‑Through‑Rate for All industries available diverged from the global benchmark across 2025–2026 — useful context when reviewing Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs, and broader industry ad performance in Australia.
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 Australia, advertisers typically see good engagement rates despite moderate costs. 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 December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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