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July 2025 - July 2026
Detailed observation of presented data
The main story: click-through-rates in the Netherlands ran consistently below the global benchmark across this 13‑month window, but with sharper swings and one pronounced spike that briefly flipped the gap. 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.
Netherlands CTRs started at about 1.47% in June 2025 and finished slightly lower at 1.36% in June 2026, averaging roughly 1.61% across the period. The high-water mark was February 2026 at about 2.21% and the low was May 2026 at about 1.35% — a spread of roughly 0.86 percentage points. Month-to-month movement was lively: the largest single gain was +36.6% (Jan→Feb), immediately followed by a −33.2% reversal (Feb→Mar). On average the Netherlands saw absolute monthly swings near 14% — a volatility level that reads as choppy next to the global series.
By contrast the global median CTR averaged about 2.00% over the same months (ranging from ~1.78% to ~2.17%). That places the Netherlands roughly 0.39 points below the world average in absolute terms, or about 19–20% lower on average.
Rhythm and seasonality were mixed. The Netherlands showed modest lift through late 2025 into December (1.78% in Dec), then dipped in January before the large February surge. After the February spike the series rebounded down sharply in March and then settled into smaller rises and falls across spring, hitting a trough in May. Globally there is a steadier seasonal pulse: small rises into Q4 and a December–April cluster of higher medians (peaking in April at ~2.17%). The Netherlands pattern reads more episodic — pockets of lift followed by marked corrections rather than the smoother global cadence.
Relative phrasing: for most months the Netherlands trailed the global benchmark, typically by mid‑teens. The narrowest gap occurred in February 2026 when Netherlands CTR slightly exceeded the global level by about 4%. At its widest shortfall the Netherlands was roughly 35% below the global CTR (May–June 2026). Volatility comparison is notable: the Netherlands’ average absolute monthly change near 14% versus the global average near 3% — indicating a roughly four- to five-fold higher swing profile month to month.
Understanding Facebook Ads click-through-rate benchmarks for all industries in the Netherlands helps advertisers evaluate engagement trends and compare performance to 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 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.
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
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