See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
January 2025 - January 2026
Detailed observation of presented data
Across all industries in New Zealand, Facebook Ads CTR performance in 2025 ran hotter than the global benchmark—and far choppier. The year opened soft, surged in April, slumped into June, and then rallied hard in late Q3 and again in December. Big swings defined the market, with standout peaks in August and December and a brief October stumble. 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’s CTR started at 1.53% in January and finished at 2.95% in December—nearly doubling across the year (+93%). The annual average landed at 2.09%, above the 1.84% global average. The local low came in June at 1.44%, while December set the annual high at 2.95%, creating a wide 1.51-point range (about 72% of the annual average), much broader than the global range (0.46 points, roughly 25% of its average).
Monthly rhythm showed sharp moves:
Volatility averaged 0.57 points in monthly absolute change—around eight times higher than the global benchmark’s 0.07—underscoring a more dramatic local market.
Seasonality set a clear cadence:
While CPC trends and CPM analysis shape country-specific ad costs, this view isolates CTR performance. The pattern suggests pressure points midyear and standout engagement in late summer and late Q4 for New Zealand.
Relative to Facebook Ads benchmarks worldwide, New Zealand outperformed in two-thirds of months (8 of 12) and underperformed in four (January, May, June, October). The global trend rose steadily (+26% from January to December), while New Zealand’s path was choppier but ultimately stronger (+93%).
The monthly gap ranged widely:
In 2025, CTR performance for all industries in New Zealand ran above the global average (2.09% vs 1.84%) but with notably higher volatility, marked by April and August–December surges and a brief October dip. Understanding Facebook Ads click-through rate benchmarks and CTR performance for all industries in New Zealand helps advertisers evaluate engagement trends against global Facebook Ads benchmarks and broader industry ad performance, alongside the context often provided by CPC trends, CPM analysis, and country-specific ad costs.
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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