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February 2025 - February 2026
Detailed observation of presented data
Across 2025, Facebook Ads click-through-rate (CTR) for all industries in Israel spent most of the year below the global benchmark, carving out a clear two-act story: a soft first half, then a decisive second-half lift that briefly pushed results above market in late Q3 and again in November. The rhythm wasn’t gentle—Israel’s CTR showed sharper month-to-month shifts than the global average, with a whiplash late-summer swing and a strong Q4 finish.
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 Israel compared to the global benchmark.
Israel’s CTR opened the year at 1.19% in January and closed at 2.00% in December—an overall rise of 69%. The annual high landed in November at 2.13%, while the low came in May at 0.91%. For the full year, Israel averaged 1.48% CTR (median around 1.41%).
The path to that average was choppy. The largest single-month jump arrived in August (+0.57 points to 1.99%), followed by another surge in October (+0.53 points to 1.74%). The steepest drop hit in September (−0.78 points to 1.21%) immediately after August’s spike. On average, Israel’s absolute monthly move was 0.36 points—about five times the variability seen in the global benchmark.
Splitting the year shows the shift in momentum: H1 averaged 1.21%, while H2 climbed to 1.75%, a 44% lift. That second-half acceleration is the backbone of Israel’s annual story.
Q1 showed a tentative rise—1.19% in January to 1.58% in February—before easing to 1.41% in March. Q2 marked the trough: April (1.00%), May (0.91%), and a modest June rebound (1.17%). Q3 was the most volatile stretch: a steady July (1.41%), a sharp August spike (1.99%), and a September reset (1.21%). Q4 formed the strongest run of the year—October at 1.74%, a local peak in November (2.13%), and a gentle December ease to 2.00%.
Globally, CTR followed a steadier climb from Q1 through Q4, culminating in December’s 2.10% peak. The global curve’s consistency contrasts with Israel’s stop-and-start trajectory.
Relative to Facebook Ads benchmarks worldwide, Israel averaged 1.48% versus the 2025 global average of 1.84%—about 0.36 points lower, or 19% below. The widest gap appeared in May, when Israel trailed the world by roughly 48%. The gap narrowed materially in February (about 5% below) and December (about 5% below). Israel moved above market only twice: August (+4% over global) and November (+10%), underscoring how the late-year rally occasionally pushed CTRs ahead of the pack.
While global CTR rose a measured 24% from January to December with low volatility (average monthly shift of 0.07 points), Israel climbed a steeper 69% but with far choppier month-to-month movement. In practice, that means Israel’s CTR performance was more momentum-driven and less linear than the global trend.
Overall, CTR performance for all industries in Israel in 2025 was defined by a soft spring, a volatile summer, and a strong Q4 that briefly outpaced the global benchmark. These Facebook Ads benchmarks provide useful context for evaluating industry ad performance, reading CPC trends alongside CTR, and situating CPM analysis within country-specific ad costs. Understanding click-through-rate benchmarks for all industries in Israel helps advertisers compare engagement levels against global patterns.
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 Israel, 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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Passover (April), Sukkot and Fall holidays (Sept–Oct), Hanukkah (December)
CPM and CPC might rise during Passover as consumers prepare homes and plan meals. Fall holiday cluster may see media consumption fluctuate—consumers often offline during holidays, but prior week advertising demand may peak. Yom HaAtzmaut might spark tourism and leisure engagement. Hanukkah could drive e‑commerce CPMs for toys and electronics.
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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