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February 2025 - February 2026
Detailed observation of presented data
Across 2025, click-through-rate performance in Denmark told a story of turbulence followed by a late-year breakout. While the global Facebook Ads benchmark moved in a narrow band and gently climbed into Q4, Denmark swung widely—starting soft, dipping mid-year, and then surging to a pronounced October peak before easing into December. The market averaged 1.57% CTR across all industries, below the 1.84% global average, but with sharper momentum and several standout months.
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 Denmark compared to the global benchmark.
Denmark opened the year at 0.40% CTR in January and closed at 1.79% in December—an increase of 1.39 percentage points (+348%) from a very low base. The year’s low came in July (0.36%), and the high arrived in October at 3.70%, marking a dramatic four-month climb from mid-summer to early Q4. The full-year average landed at 1.57%, with a median around 1.47%.
Several monthly moves stand out:
Volatility was a defining feature. Denmark’s average month-to-month swing measured 0.79 percentage points, compared with just 0.07 for the global series—roughly 12 times more volatile. The annual range underscored this dynamic: 3.34 points in Denmark versus 0.45 points globally.
The rhythm was unconventional. Q1 was uneven—January depressed, February strong, March moderating—averaging 1.09% in Denmark versus 1.69% globally. Q2 continued in a softer band (1.19% average), consistent with broader seasonal stabilization. The mid-year dip hit in July, but engagement accelerated through late Q3 and peaked in early Q4. October was the clear outlier at 3.70%, before a measured comedown into November and December. Globally, CTRs typically tighten mid-year and lift modestly into the holiday period; Denmark followed the Q4 lift, but with a far steeper arc.
Relative to the global benchmark, Denmark ran below market on average (1.57% vs. 1.84%, about 15% lower). The gap fluctuated widely:
Quarterly averages reinforce the divergence: Denmark trailed in Q1–Q3 but led in Q4 (2.62% vs. 2.02% globally), reflecting a sharp late-year CTR performance lift across all industries.
Within Facebook Ads benchmarks, CTR performance for all industries in Denmark was choppy but capable of outsized surges—most notably the October spike. Understanding click-through-rate benchmarks for all industries in Denmark helps brands compare engagement dynamics against global patterns and frame country-specific industry ad performance through 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 Denmark, 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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Christmas & Boxing Day (late Dec), Easter holidays (groceries, travel, tourism), Mother's Day and Valentine's Day
CPM and CPC could rise during Easter period due to travel-related campaigns. Late December ad competition might intensify in retail and hospitality. Whit Weekend might reduce weekday competition. Strict retail closures on holidays could drop competition, but pre-holiday CPMs may escalate.
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 lead across different markets
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