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January 2025 - January 2026
Detailed observation of presented data
The Netherlands spent 2025 steadily closing the distance on global Facebook Ads benchmarks for click-through rate, despite starting well behind. CTR in the Netherlands rose from a soft January to a decisive December high, with a choppy mid‑year and a strong Q4 lift. The market was notably more volatile than the global pattern, with sharper month-to-month swings and standout moves in July, August, and December that shaped the year’s arc. 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 the Netherlands compared to the global benchmark.
For all industries in the Netherlands, monthly median CTR opened at 1.24% in January and closed at 1.83% in December—up 47% across the year. The annual average was 1.53%, with a low of 1.24% (January) and a high of 1.83% (December), a span of 0.59 percentage points. Momentum built early (January to April climbed from 1.24% to 1.52%), slipped in May (down 0.22 points), rebounded into July (+0.23 points month over month, the largest rise), then pulled back sharply in August (−0.25 points, the largest drop) before finishing on a sustained uptrend through Q4.
Volatility averaged 0.14 points per month in the Netherlands, highlighting a choppier ride than the global benchmark. H1 averaged 1.41% versus 1.66% in H2, meaning the back half of the year carried performance; five of the six H2 months sat above the annual average.
Globally, CTR averaged 1.84% for 2025, ranging from 1.66% in February to 2.12% in December. The global pattern saw a steadier rise (+26% from January to December) with smaller average monthly swings of 0.07 points.
Seasonality in the Netherlands followed a clear rhythm:
The global series echoed a classic pre‑holiday build: moderate gains mid‑year, a pronounced October jump, a brief November softness, and a December spike to the yearly peak.
Across 2025, CTR performance in the Netherlands trailed global levels but tightened the gap as the year progressed. The Netherlands averaged 1.53% versus 1.84% globally—about 17% below on the year. Month by month, the gap ranged from roughly 10% to 26% below: the narrowest difference came in July (about 10% below global), with April close behind, while the widest gaps appeared in January (26% below), May (26% below), and August (24% below).
Trend shape diverged: the global curve rose steadily (+26%), while the Netherlands grew faster overall (+47%) but with more pronounced mid‑year swings. The Netherlands’ average monthly volatility (0.14 points) was roughly double the global benchmark (0.07 points), underscoring a more variable engagement environment even as Q4 delivered a decisive finish.
In short, Facebook Ads CTR performance for all industries in the Netherlands climbed meaningfully in 2025, finishing strong yet consistently below the global benchmark. Understanding Facebook Ads click-through-rate benchmarks for all industries in the Netherlands helps marketers gauge engagement momentum, compare country-specific performance to global patterns, and frame CTR trends alongside broader CPC trends and CPM analysis.
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 Netherlands, 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–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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