Compare CTR benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
New Zealand’s click-through-rate (CTR) shows a story of sharper swings and intermittent outperformance versus the broader benchmark. 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 the 12 months from July 2025 to June 2026, New Zealand’s median CTR averaged about 2.13%, with values ranging from a low of 1.61% (June 2026) to a high of 2.74% (August 2025). The series opened at 1.90% in July 2025 and finished notably lower at 1.61% in June 2026 — a roughly 15% decline from start to end. The global benchmark over the same period averaged about 2.02%, so New Zealand’s year-long mean sat ~5.5% above the baseline in absolute terms (≈+0.11 percentage points).
Monthly volatility in New Zealand was pronounced. Standard deviation across months was roughly 0.36 percentage points versus ~0.10 points for the global benchmark, indicating about 3½ times the variability. The largest month-to-month swing was a strong lift into August (+0.84 points, ≈+44% from July), while the steepest slide was into June (−0.42 points, ≈−21% from May). On balance, New Zealand exceeded the global median in roughly half the months (6 of 12), with outsized peaks driving the above-average yearly mean.
Momentum reads like a series of lifts and pullbacks. Summer-facing months in the Southern Hemisphere (December–January) produced a sustained high plateau (Dec ≈2.60%, Jan ≈2.58%), matching the August spike as the year’s two clearest peaks. August’s jump stands out as an early-year engagement surge before a sharp October dip (Oct ≈1.72%). After October’s trough, November and December rebounded strongly. From February through April, CTRs drifted lower — a quieter first-quarter rhythm that deepened into late autumn, culminating in the June low.
The cadence shows recurring uplift around holiday and event windows (August and Dec-Jan) and softer engagement in transitional months (October, February–April, June), producing a jagged but repeatable seasonal footprint across the year.
Compared with the global baseline, New Zealand’s CTR performance was more volatile and intermittently above market. The average gap (+0.11 points) belies the monthly dynamics: New Zealand exceeded the global median by large margins in Aug (+45%), Dec (+26%) and Jan (+22%), but fell well below in Oct (−12%), Apr (−19%) and Jun (−20%). Where the global trend was relatively steady (SD ≈0.10 points), New Zealand was far choppier (SD ≈0.36 points), and average absolute monthly change in New Zealand (~0.39 points) outpaced the global average (~0.06 points) by more than sixfold.
Understanding Facebook Ads click-through-rate benchmarks for all industries in New Zealand reveals a market that can outpace global CTR performance at peak moments but does so with substantially greater volatility. For those examining CPC trends, CPM analysis, CTR performance, country-specific ad costs, and industry ad performance, New Zealand’s pattern is defined by pronounced peaks in August and December and deeper midyear troughs compared to the global baseline.
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 New Zealand, 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.
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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 may rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is a new public holiday with growing awareness, and advertising may face more competition. Black Friday/Cyber Monday in late November–December may raise ad costs. Regional anniversary holidays may shift local inventory.
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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