See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
E-commerce click-through-rate (CTR) in Denmark ran hotter than the global benchmark for most of the year, but with a choppier rhythm and outsized Q4 swings. The pattern reads like a retail market with bursts of attention: a steady lift through mid-year, an abrupt surge into October, a dip in November, a December rebound, and a sharp reset in January. Across the full period, Denmark’s E-commerce CTR averaged 2.39% versus a 1.86% global median—stronger performance, but far more volatile, with standout peaks in October and December.
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 E-commerce in Denmark compared to the global benchmark.
Denmark’s E-commerce CTR started at 1.91% in January 2025 and ended at 1.93% in January 2026, nearly flat year over year (+1%). The journey between those bookends, though, was anything but flat. CTR climbed through spring and summer, accelerated sharply in September (2.84%) and October (the yearly high at 3.37%), eased in November (2.36%), and sprang back in December (3.33%). The lowest month was January 2025 (1.91%).
Key figures:
From January to December 2025, Denmark’s CTR rose 75%, underscoring how strongly attention consolidated into year-end retail moments.
The first half of 2025 showed a measured climb: February to June held between 2.13% and 2.30%, with a mild dip in April and quick recovery into June. Momentum strengthened in late summer—August reached 2.33% and September leapt to 2.84%, setting up an emphatic Q4.
Q4 formed the defining pulse: October spiked to 3.37%, November cooled to 2.36%, and December rebounded to 3.33%. The subsequent January reset to 1.93% mirrored a typical post-holiday softening often seen in social performance data, as consumer attention and budgets normalize after peak shopping months.
Quarterly cadence:
Denmark consistently outpaced the global CTR benchmark, averaging 29% above global across the period. The global series was steadier and trended upward (+23% from Jan to Dec 2025), while Denmark’s curve was more dramatic—nearly flat across the full 13 months but punctuated by larger swings.
Overall, Facebook Ads benchmarks show that CTR performance for E-commerce in Denmark ran above market with amplified Q4 dynamics and a brief January correction. Understanding click-through-rate benchmarks for E-commerce in Denmark helps teams interpret country-specific ad performance and compare year-round engagement patterns to global trends.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
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
See how much it costs to get users to install an app