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February 2025 - February 2026
Detailed observation of presented data
New Zealand’s Facebook Ads CTR performance in 2025 told a lively story: above the global benchmark on average, but with sharper month-to-month swings and dramatic peaks late in the year. The market started subdued in January, sank to a mid-year trough, then surged to back-to-back highs in August and December. That choppiness contrasted with a steadier global climb that culminated in a typical Q4 lift.
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.
Across 2025, New Zealand’s CTR averaged 2.08%, topping the global average of 1.84%. The year opened at 1.53% in January and closed at 2.94% in December—an end-of-year level that was 92% higher than the start. The local low arrived in June at 1.44%, while the high came in December at 2.94%, with a secondary spike in August at 2.90%.
The market moved in bold steps. New Zealand’s average month-to-month change was 0.57 percentage points, compared with just 0.07 points globally—about nine times more volatile. The widest monthly shifts included a May pullback of 0.92 points from April’s surge and a 0.94-point drop in October from September. Overall range for the year in New Zealand was 1.50 points (1.44% to 2.94%) versus a tighter 0.45-point global range (1.65% to 2.10%).
Seasonality was pronounced. A cautious Q1 found its footing by March, then April jumped to 2.51% before a mid-year reset in May–June, bottoming in June. Momentum returned sharply in July and accelerated into an August high. September held elevated engagement near 2.51%, then October broke the streak with a noticeable dip to 1.57%. The market rebounded in November (2.10%) and culminated in a year-best December (2.94%), consistent with heightened Q4 activity even if the path there was jagged.
Quarter by quarter, New Zealand outpaced the world: roughly 1.82% in Q1 (vs. 1.69% globally), 1.85% in Q2 (vs. 1.75%), a standout 2.47% in Q3 (vs. 1.89%), and 2.20% in Q4 (vs. 2.02%). The rhythm was classic “mid-year dip, Q4 lift,” but with sharper crests and troughs than typical global patterns.
Relative to Facebook Ads benchmarks worldwide, New Zealand was higher in 8 of 12 months. The gap swung widely: from 22% below global levels in October to 52% above in August. July was the tightest month (+6% vs. global), while January and May tracked about 9–10% below. The global series climbed steadily (+25% from January to December), whereas New Zealand’s choppier path still finished stronger overall (+92% from January to December), reflecting greater sensitivity to seasonal and competitive shifts.
In sum, CTR performance across all industries in New Zealand ran above the global benchmark but with far greater volatility—mid-year softness gave way to an outsized late-year rally, capped by a December peak. Understanding Facebook Ads click-through-rate benchmarks for all industries in New Zealand helps marketers read engagement momentum and compare country-specific performance to global patterns. While CPC trends and CPM analysis speak to country-specific ad costs, this report focuses on CTR performance as a measure of audience response in New Zealand.
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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