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February 2025 - February 2026
Detailed observation of presented data
Nonprofit CTR performance across all countries told a two-act story: a strong, above-market start in early 2025, a pronounced slide through late summer and fall, and then a sharp rebound to kick off 2026. Throughout, Nonprofit remained consistently above the all‑industry global Facebook Ads benchmarks, though the gap narrowed meaningfully in the softer months. Volatility was notably higher than the global baseline, with several standout inflection points.
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 opened 2025 at 5.64% and surged to 6.14% in February before easing steadily: 5.34% in March, 4.66% in April, and 4.24% by June. The second half of 2025 marked a deeper cooling, falling to 3.09% in July and reaching a trough at 2.37% in September. A modest Q4 lift followed—2.76% in October, 2.39% in November, 2.91% in December—before a dramatic rebound to 6.50% in January 2026. The year closed with a clear snapback; from December to January, CTR jumped 3.58 points (+123%).
Across 2025, Nonprofit CTR averaged 3.95%, with a high of 6.14% (February) and a low of 2.37% (September). The first half averaged 5.10%, while the second half averaged 2.80%, a 45% step-down. Monthly volatility averaged 0.79 percentage points, with the sharpest monthly declines in July (−1.15 points) and September (−0.87 points). Year over year, January CTR rose from 5.64% (2025) to 6.50% (2026), a 15% lift.
The rhythm was classic but pronounced: elevated engagement in Q1, softening into late spring, and a clear trough in Q3. Performance remained muted through most of Q4—typical as competition tightens—though December posted a modest recovery (+22% vs. November). The reset in early Q1 2026 brought CTR back to early-2025 territory, indicating a strong seasonal rebound after the late-year lull.
Compared to the global all‑industry baseline, Nonprofit was persistently above market. In 2025, Nonprofit averaged 3.95% versus the global average of 1.84%—about 115% higher. The baseline climbed steadily across the year (+25% from January’s 1.69% to December’s 2.10%) with minimal volatility (average monthly move of 0.06 points), while Nonprofit declined from 5.64% to 2.91% (−48%) before the January rebound.
The Nonprofit gap over global was widest in February (+271%) and narrowest in November (+24%) and September (+26%). Even at its softest, Nonprofit CTR remained above the all‑industry benchmark; in stronger months, it ran two to almost four times higher than global levels.
Understanding Facebook Ads click‑through‑rate benchmarks for the Nonprofit industry across all countries highlights how CTR performance outpaced the global market, despite sharper mid‑year volatility and seasonal troughs. These benchmarks help ground industry ad performance in a global context and clarify how Nonprofit engagement compares to broader Facebook Ads benchmarks worldwide.
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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