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February 2025 - February 2026
Detailed observation of presented data
Australia’s Facebook Ads CTR performance in 2025 moved just under the global benchmark for most of the year, with a brief brush above market in January and February, a measured lift through mid-year, and a softer close into Q4. The pattern was more volatile than the global trend, with sharper dips and rebounds, and a notably wider gap in December. A singular spike in January 2026 stands out as an anomaly relative to both local and global rhythms.
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 Australia compared to the global benchmark.
Across 2025, Australia’s median CTR averaged 1.68%, ranging from a low of 1.43% in March to a high of 1.89% in October. The year began at 1.74% in January and ended at 1.54% in December, an 12% decline across the calendar. Movement was choppy: a sharp February-to-March dip of 0.25 points (about −15%), a spring lift of 0.14 points in May, and another meaningful slide of 0.24 points from October to November (−13%). Monthly volatility averaged 0.11 points, indicating larger swings than the global benchmark.
January 2026 printed at 40.0%, a one-off outlier that sits far outside the prior 12‑month range (1.43%–1.89%). For context, the global CTR in January 2026 was 2.08%.
Seasonality showed a familiar rhythm with a soft Q1 trough, mid-year stabilization, and a Q4 reset. CTR eased through late Q1, bottoming in March, then improved into a July–October stretch that marked the year’s strongest run. As competition typically intensifies late in the year, Australia’s engagement softened in November and slipped further in December—contrary to the global pattern, which often sees elevated engagement carry into late Q4.
In 2025, Australia’s average CTR (1.68%) trailed the global Facebook Ads benchmark (1.84%) by roughly 9%. The local market was slightly above global in January (+3%) and February (+1%), then settled below for the rest of the year. The narrowest negative gap occurred in July (about 2% below global), while the widest gap arrived in December (about 27% below global).
Trajectories diverged: the global median CTR climbed from 1.69% in January to 2.10% in December (+25%), whereas Australia eased from 1.74% to 1.54% (−12%). Volatility was also different in character. Australia’s average month-to-month move was 0.11 points, notably choppier than the global 0.07 points. Ranges underscore that contrast: Australia spanned 1.43%–1.89% (2025), while the global benchmark ranged 1.65%–2.10%, with a stronger Q4 finish.
The January 2026 reading further highlights the divergence: Australia’s 40.0% versus a global 2.08%—a value that does not align with the established range of country-specific CTR performance.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Australia—set against the global trendline—clarifies how local CTR performance evolved through 2025, where volatility surfaced, and how seasonality shaped outcomes. This CTR-focused view complements broader CPC trends and CPM analysis, grounding country-specific ad performance in a clear benchmark narrative for 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.
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