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January 2025 - January 2026
Detailed observation of presented data
Australia’s Facebook Ads CTR performance in 2025 traced a distinctive arc: a steady start near global levels, a Q2 dip, a strong mid-year rebound, and a sharp Q4 cool-off just as the global benchmark accelerated. Across the year, Australia averaged 1.68% CTR versus a 1.84% global median, with wider gaps emerging late in the year. Volatility was also higher locally, with several pronounced swings—most notably a March trough and a November-December pullback after an October peak.
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 opened the year at 1.76% CTR in January and closed at 1.51% in December, a 14% decline from start to finish. The year’s low came in March at 1.43%, followed by a steady recovery through mid-year and a crest at 1.89% in October—the annual high—before slipping to 1.68% in November and 1.51% in December. Median CTR averaged 1.68% for the year, ranging 0.47 points from low to high.
Monthly momentum was choppy: a modest drop in February (−0.08 points) gave way to a sharp March contraction (−0.25), a May-July lift (+0.34 cumulative), and another pop in October (+0.07). The largest negative swing came in November (−0.21), followed by December (−0.17). On average, absolute month-to-month changes measured 0.11 points—noticeably more volatile than the global benchmark’s 0.07.
Globally, CTR moved the other way: from 1.69% in January to 2.12% in December, up 26% year to date. The global high landed in December (2.12%) and the low in February (1.66%), with a smoother climb through H2.
Australia’s CTR sat 9% below the global average for the year (1.68% vs. 1.84%). It briefly ran above market in January–February (+1% to +5%), then lagged March–December by 3% to 29%. The closest the market came to parity was July (1.85% vs. 1.88%, −1.5%); the widest gap arrived in December (1.51% vs. 2.12%, −29%). Directionally, the global curve climbed (+26%), while Australia eased (−14%). Despite similar annual ranges (about 0.46–0.47 points), Australia’s month-to-month shifts were more pronounced.
Understanding Facebook Ads CTR benchmarks for all industries in Australia—across seasonal peaks, Q3 stabilization, and a softer Q4—helps contextualize CTR performance against global Facebook Ads benchmarks and clarifies how country-specific dynamics diverged from the worldwide trend in 2025.
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:
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Cost per thousand impressions across different markets
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Cost per lead across different markets
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