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July 2025 - July 2026
Detailed observation of presented data
Headline: Nonprofit CTRs ran well above the global median but with notable swings. 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 Nonprofit in All countries available compared to the global benchmark.
Across the 13-month window (June 2025–June 2026) Nonprofit click-through-rate (CTR) began at a high of 4.49% and settled at 3.54%, comfortably above the baseline that averaged roughly 2.00%. The story is one of an early peak, a sharp mid-year decline, and a steady rebound with intermittent spikes — overall higher engagement but materially more volatile than the global market.
Starting point: June 2025 CTR = 4.49%. Ending point: June 2026 CTR = 3.54% (a decline of about 21% from the start). The 13‑month median for Nonprofit CTR was ~3.14%, with a high of 4.49% (June 2025) and a low of 2.38% (September 2025). Month-to-month absolute changes averaged ~0.39 percentage points, indicating meaningful movement between months.
Key monthly moves include a steep drop from 4.49% in June 2025 to 3.23% in July (a 1.26-point decline), and another fall into September (down to 2.38%). After that trough, CTR climbed back through Q4 into early 2026, with notable increases in February (+0.48 pp vs January) and again into June 2026 (+0.42 pp vs May).
The baseline (global) median for the same months averaged ~2.00% and ranged narrowly between ~1.78% and ~2.18%. By contrast, Nonprofit CTRs moved across a much wider band (2.38%–4.49%).
Seasonal rhythm shows a softer Q3 (mid‑year) for Nonprofit CTRs — the deepest dip lands in September 2025 — followed by a recovery into Q4 and an early‑year bounce. Spring months (March–May 2026) display a steadier band around 3.0–3.3%, with a renewed uptick into June 2026.
The pattern reads like a post‑peak correction in summer, then reentrance into a higher baseline: the largest single-month swings happen around June→July and August→September 2025, while late 2025 and much of 2026 settle into smaller, more rhythmic monthly moves.
Relative to the global benchmark, Nonprofit CTRs were consistently above average. Nonprofit outperformed the baseline every month, with the gap ranging from about +26% (September 2025) up to roughly +153% (June 2025); the average premium was ~57% higher than the global median across the period.
Volatility contrasts strongly: monthly absolute volatility averaged ~0.39 percentage points for Nonprofit versus ~0.06 points for the global baseline — roughly 6–7x the baseline’s month‑to‑month swing. In short, Nonprofit CTR performance was higher than market norms but materially more volatile than the global benchmark.
Understanding Facebook Ads click-through-rate benchmarks for the Nonprofit industry in All countries available clarifies how engagement trends diverge from global patterns and highlights both the upside in CTR performance and the higher month-to-month variability relative to the broader market.
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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