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November 2024 - November 2025
Detailed observation of presented data
Germany’s Facebook Ads click-through rate (CTR) spent most of the year below the global benchmark, but the story isn’t flat. The market showed pronounced swings: a holiday lift in December 2024, a soft trough in spring 2025, a late-summer rebuild, and a sharp jump in November 2025 that briefly pushed Germany above global levels. Compared to the steadier global pattern, Germany’s all-industries CTR was more volatile month to month, with larger spikes and dips defining the narrative.
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 Germany compared to the global benchmark.
Across November 2024 to November 2025, Germany’s CTR averaged 1.55%, ranging from a low of 1.22% in April 2025 to a high of 2.25% in November 2025. The period opened at 1.67% (November 2024), surged to 2.23% in December, fell back through Q1–Q2 2025, stabilized over the summer, and finished with a strong November close at 2.25%—a 35% lift versus the prior November.
Key movements:
Volatility stood out. Germany’s average month-to-month absolute change was 0.31 points, versus 0.05 points globally—about six times more volatile.
Seasonality was visible in two pulses:
Through 2025 year-to-date (January–November), Germany averaged 1.48% CTR, underscoring a generally softer year despite the strong finish.
Against the global benchmark (1.82% average), Germany’s 1.55% trailed by roughly 15% over the full period. The global curve rose steadily from 1.75% (November 2024) to 2.04% (November 2025), a +16% climb, while Germany’s path was choppier, ending higher (+35%) but spending most months below-market.
Taken together, this Facebook Ads benchmarks view shows CTR performance for all industries in Germany as more volatile than the global average, with clear holiday lifts, a spring lull, and a late-year rebound. Understanding click-through-rate benchmarks for all industries in Germany helps advertisers contextualize engagement trends against global Facebook Ads performance.
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 Germany, 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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Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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