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November 2024 - November 2025
Detailed observation of presented data
New Zealand’s Facebook Ads click-through rate (CTR) story over the past year is one of higher engagement and sharper swings versus the global market. Across all industries, CTR in New Zealand averaged 2.10% from November 2024 to November 2025, outpacing the 1.82% global benchmark by roughly 15%. The year opened soft and below market, then lifted sharply in two distinct waves—late Q1 into April and a pronounced Q3 surge capped by an August peak—before a brief October dip and a strong November rebound. Volatility was the defining feature: New Zealand’s month-to-month changes were about ten times choppier than the global baseline.
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 New Zealand compared to the global benchmark.
New Zealand started at 1.64% CTR in November 2024 and finished at 2.55% in November 2025—an increase of 56%, compared with a 17% global lift over the same period. The year’s high came in August at 3.03%, while the low arrived in June at 1.58%, creating a 1.45-point range (versus a much tighter 0.39-point global range). Key movements underline the choppiness: a +50% jump from January to February (1.60% to 2.39%), a further lift into April (+26% from March), a sharp May reset (−34% from April), then a powerful Q3 run with back-to-back gains in July and August (+38% month over month into the August high). October pulled back 35% from September before November rebounded by 51%.
New Zealand’s average month-to-month absolute change was 0.53 points, far above the global average of 0.05 points—evidence of much more variable engagement dynamics in this market.
Late Q4 2024 was subdued in New Zealand, with CTR hovering near 1.60%. Q1 2025 brought momentum, led by a February spike and sustained strength through April. Q2 split into two acts: an April local peak (2.60%) followed by a May–June trough. Q3 delivered the strongest run of the year—July acceleration, an August high at 3.03%, and an elevated September—before a notable October retreat and a November recovery to 2.55%. Globally, CTR climbed more gradually across the year, with a gentle rise through mid-year and a firmer step into Q4.
Relative to Facebook Ads benchmarks worldwide, New Zealand trailed in November–January, May–June, and October, and was above market in February–April, July–September, and November. The widest advantage came in August, when New Zealand’s CTR outperformed global levels by about 57%. The narrowest gap occurred in May (roughly 2% below global). Overall, New Zealand’s CTR ran higher on average (+0.28 points), climbed faster year over year (+56% vs. +17% globally), and moved with markedly greater volatility.
In sum, CTR performance for all industries in New Zealand outpaced the global benchmark but followed a more dramatic rhythm, highlighted by a Q3 crescendo and strong year-end rebound. Understanding Facebook Ads click-through rate benchmarks for all industries in New Zealand—alongside CPC trends, CPM analysis, and other country-specific ad costs—helps frame how engagement compares 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 New Zealand, 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), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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