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January 2025 - January 2026
Detailed observation of presented data
Globally, Nonprofit advertisers posted markedly higher click-through rates than the market, but with steeper swings across the year. The year opened hot and then cooled steadily through late summer before a modest Q4 rebound—an arc that ran counter to the steadier, rising global 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 the Nonprofit industry across all countries compared to the global benchmark.
Facebook Ads CTR performance for Nonprofits averaged 3.96% for the year, roughly double the 1.84% global benchmark. The series began at 5.65% in January, peaked at 6.14% in February, and then stepped down month by month to a September low of 2.37%. From there, the sector staged a partial recovery, landing at 2.92% in December. That path represents a 48% decline from January to December and a 61% slide from the February high to the September trough, followed by a 23% lift into year-end.
Volatility stood out. Month-to-month absolute changes averaged 0.54 percentage points for Nonprofits—far sharper than the 0.07-point average swing in the global series. The steepest pullbacks came in July (−1.21 points, −28% vs. June) and September (−0.87 points, −27% vs. August). The strongest rebounds were in December (+0.54 points, +23% vs. November) and October (+0.41 points, +17% vs. September).
The cadence was clear: a strong first quarter, a measured cool-down in Q2, and a deeper dip through Q3 before a modest Q4 lift. Quarterly averages show the progression: Q1 at 5.71%, Q2 at 4.53%, Q3 at 2.90%, and Q4 at 2.69%. In other words, H2 (2.80%) ran about 45% lower than H1 (5.12%). By contrast, the global benchmark climbed each quarter—1.69% in Q1, 1.75% in Q2, 1.89% in Q3, and 2.02% in Q4—reflecting broad market tightening and heightened year-end engagement. Performance typically softens through Q4 as competition rises, and the Nonprofit series did not fully reclaim early-year momentum despite a seasonal December lift.
Across all countries, Nonprofit CTRs outperformed the market every month but with a narrowing gap as the year progressed. The average premium was 2.12 points, or about 115% above the global median. The widest spread appeared in February (6.14% vs. 1.66%), when Nonprofits ran roughly 270% above the benchmark. The gap narrowed dramatically in late Q3 and early Q4—September was just 25% above global (2.37% vs. 1.89%), November 22% (2.38% vs. 1.94%), and December 38% (2.92% vs. 2.12%). While the global trend rose a steady 26% from January to December, the Nonprofit line was choppier, ending lower year over year despite a final-month bump.
In sum, Facebook Ads benchmarks show that Nonprofit CTR performance across all countries remained well above the global average but experienced pronounced midyear softening and greater volatility. Understanding Facebook Ads click-through rate benchmarks for the Nonprofit industry across all countries helps teams contextualize engagement patterns against the global market and track how sector momentum diverges from broader CTR trends.
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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