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July 2025 - July 2026
Detailed observation of presented data
New Zealand’s click-through-rate (CTR) for all industries landed slightly above the global benchmark over the past 13 months, but the real story is momentum: a sharp summer spike and a choppy mid-year slide. The market showed pronounced month-to-month swings, with a peak in August 2025 and troughs in June 2025 and April–June 2026. Volatility was a defining feature — New Zealand’s monthly CTR moves were much larger than the 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.
CTR in New Zealand started at 1.43% in June 2025 and closed this window at 1.62% in June 2026 — an absolute rise of 0.19 percentage points (+13%). The 13‑month average CTR for New Zealand was about 2.08%, compared with a global baseline average near 2.00% — roughly a 4% relative edge.
Highs and lows were pronounced: the high was 2.75% in August 2025; the low was 1.43% in June 2025, a range of about 1.32 percentage points. Month-to-month moves averaged ±0.39 percentage points in New Zealand, versus about ±0.06 points for the global benchmark — roughly 6–7x more volatile. Notable monthly swings included a jump from 1.90% (July) to 2.75% (August, +45%), a decline from 2.31% (September) to 1.72% (October, −25%), and a multi-month elevated run from November 2025 through January 2026 (2.36% → 2.61% → 2.58%).
Rhythm in New Zealand showed a clear late‑year/summer lift: CTR climbed into November and peaked across December–January, a pattern aligned with Southern Hemisphere seasonality. August’s isolated spike stands out as an early high before a pullback in October. After the January high, CTR eased through late summer and autumn — February to June 2026 saw a gradual slide punctuated by small rebounds (February 2.00%, March 1.93%, April 1.75%, May 2.00%, June 1.62%).
Across the period there were more abrupt moves than the global pattern; the baseline trend was steadier with modest monthly changes, while New Zealand showed sharper spikes and deeper dips within the same calendar windows.
Relative to the global benchmark, New Zealand alternated between above-market and below-market months. The gap ranged from about −22% (June 2026) to +46% (August 2025). New Zealand exceeded the baseline most clearly in August (+46%), December (+27%), November and January (+22% each), and underperformed in June 2025 (−19%), October (−12%), April 2026 (−19%) and June 2026 (−22%). Over the full period New Zealand’s CTR averaged ~2.08% versus the global 2.00% — a modest overall premium but with far greater volatility. In short: slightly higher average CTR, substantially more month-to-month variability.
Understanding Facebook Ads click-through-rate benchmarks for All industries in New Zealand provides a clear view of CTR performance, seasonal spikes and country-specific ad cost dynamics when compared to global CTR performance and broader Facebook Ads benchmarks.
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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