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November 2024 - November 2025
Detailed observation of presented data
Across all countries, the Nonprofit sector’s Facebook Ads click-through-rate (CTR) runs decisively above the global, cross‑industry benchmark, but with sharper swings and a visible mid‑year slide. The period opens at very high engagement in late 2024, steps down through mid‑2025, bottoms out in September, and then rebounds into Q4. That mix of high ceiling and choppy momentum is the defining story here. 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 the Nonprofit industry across all countries compared to the global benchmark.
Nonprofit CTR starts at 6.86% in November 2024 and ends at 3.73% in November 2025—down 3.13 points over the full window (about −46%). The yearly arc is clear: strong winter and early spring, a mid‑year reset, and a partial recovery in Q4. The sector averaged 4.55% CTR across the 13 months, with a high of 6.86% (November 2024) and a low of 2.31% (September 2025). Eight of the 13 months landed above 4%, concentrated in the first half.
Momentum-wise, the largest month-to-month move was a sharp June-to-July drop (−1.23 points), effectively marking the inflection from upper‑4s to low‑3s. Other notable shifts include the early‑year lift into February 2025 (up to 6.38%) and the late‑summer dip from August to September (−1.01 points) before a Q4 rebound. Volatility averaged about 0.65 percentage points month over month—meaningfully more movement than the market baseline.
The rhythm feels seasonal. Early 2025 is elevated: Q1 averages 5.84% CTR, reflecting steady strength in January (5.67%), a February peak (6.38%), and still‑healthy March (5.48%). Q2 eases to a 4.55% average, holding the mid‑4s through April–June. The softest stretch lands in Q3, averaging 2.90%, with July (3.09%) and August (3.32%) sliding into the September trough (2.31%). Early Q4 shows a rebound—2.90% in October and 3.73% in November—consistent with engagement reacceleration later in the year.
Relative to the global, cross‑industry Facebook Ads benchmarks, Nonprofit CTR remained above market throughout. The Nonprofit average (4.55%) was roughly 2.5x the global median over the same period (1.82%). At its widest gap, in November 2024, Nonprofit CTR outpaced the market by about 291% (6.86% vs. 1.75%), and in February 2025 it was similarly elevated (+285%). The gap narrowed materially by September 2025, when Nonprofit was still 21% above the market (2.31% vs. 1.91%), before widening again to +82% by November 2025 (3.73% vs. 2.04%).
The trend lines diverge: while the global benchmark rose steadily from January to November 2025 (+22%, 1.68% to 2.04%), Nonprofit moved the other way (−34% across the same span). The baseline also remained far calmer, with average monthly shifts of roughly 0.05 points compared with Nonprofit’s 0.65—confirming the sector’s higher CTR and greater volatility across all countries.
In sum, this CTR performance profile shows the Nonprofit industry across all countries operating well above the global benchmark, with pronounced mid‑year softness and a Q4 lift. Understanding Facebook Ads click-through-rate benchmarks for the Nonprofit industry across all countries helps advertisers evaluate engagement trends and compare performance to global patterns within broader Facebook Ads benchmarks and CPM/CTR analysis.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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.
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