Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The Netherlands showed a bumpy but ultimately upward year in click‑through‑rate (CTR) performance versus the global benchmark. Over 13 months NL CTRs began near 1.71% in July 2025, dipped through spring 2026 and finished with a sharp lift to 2.52% in July 2026. 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 averaged about 1.70% across the period, ranging from a low of 1.34% in May 2026 to a high of 2.52% in July 2026. By contrast the global (baseline) median sat around 2.04%, with its own range from roughly 1.87% to 2.34%. NL started the window at 1.71% and ended up 47.6% higher (to 2.52%) — a pronounced finish after several softer months.
Key monthly movements include a steep rebound in February 2026 (to 2.21%), a deep trough in May 2026 (1.34%), and the period’s standout spike in July 2026 (2.52%). Volatility in the Netherlands was materially higher than the baseline: average month‑to‑month absolute movement ran about 0.32 percentage points in NL versus roughly 0.08 points globally — roughly four times the baseline rhythm.
Rhythm-wise, the dataset shows a modest Q4 uptick into December for both NL and global medians, followed by mixed Q1 behavior: a dip in January then a sharp February surge in the Netherlands. Spring (March–May) was the softest stretch for NL, with a pronounced low in May. Early summer (June) saw a partial rebound, then a clear momentum surge into July 2026. The global baseline followed a steadier seasonal curve with smaller swings and a steady upward bias into late spring and summer.
Across the year the Netherlands trailed the global CTR median on average by about 17% (1.70% vs 2.04%). Monthly gaps were wide: NL ran as much as ~36% below the global median in May 2026, while at its narrowest (and occasionally above) NL exceeded global CTR by about 4% in February 2026 and roughly 8% in July 2026. In short, the Netherlands was generally below average but punctuated by two months of outperformance and several sharp swings, making it a more volatile market compared with the global benchmark.
Understanding Facebook Ads click‑through‑rate benchmarks for All industries in the Netherlands helps advertisers evaluate CTR performance, consider country‑specific ad costs context, and compare industry ad performance and CPM analysis against global patterns.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CTR values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC may rise during spring holidays as travel and leisure ads gain engagement. Liberation Day (May 5) is a mandatory national holiday, so ad inventory may shrink. Ad competition increases in late December for holiday promotions. Fewer summer holidays may make campaign performance more consistent through summer.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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