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December 2024 - December 2025
Detailed observation of presented data
Nonprofit CTR performance across all countries started the period well above the market and then steadily lost altitude, moving from exceptional early-year engagement to a late-year plateau closer to the global norm. The peak arrived in February, followed by a persistent slide through September, a brief October lift, and a softer November close. Compared to the broader Facebook Ads benchmarks, the Nonprofit trend was markedly more volatile, with sharper month-to-month moves and a far wider range.
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.
CTR for Nonprofit campaigns averaged 4.19% from December 2024 through November 2025, ranging from a high of 6.16% in February to a low of 2.35% in September. The period began at 5.59% in December, climbed to 5.66% in January and 6.16% in February, and then retreated for most of the year, closing at 2.43% in November. That represents a 56% decline from December to November and a 62% drop from the February high to the September trough.
Monthly movements were pronounced. The steepest contractions came in June to July (−1.24 points) and August to September (−0.89 points). Small rebounds appeared in July to August (+0.15) and September to October (+0.43). Overall, Nonprofit CTR shifted by an average of 0.50 points per month, indicating significantly higher volatility than the market.
The global benchmark (all industries, all countries) traced a steadier path. It averaged 1.82% over the same months, rising from 1.70% in December to 1.98% in November (+16%). The global high landed in October (2.03%), and the low in February (1.66%), with a narrow overall range of 0.37 points and average month-to-month moves of just 0.05 points.
The Nonprofit rhythm shows a pronounced early-year lift, with Q1 2025 averaging 5.73% CTR, followed by a step-down in Q2 (4.54%). The softness deepened in Q3, which averaged 2.89% and included the period low in September. Q4 to date (October–November) stabilized at 2.60% on average, with a short-lived October bump before easing again in November.
By contrast, the global pattern gradually strengthened over the year. Q1 averaged 1.69%, Q2 1.76%, Q3 1.92%, and October–November 2.00%, reflecting the market’s typical late-year lift as competition intensifies and broader engagement consolidates.
Across all countries, Nonprofit CTR remained above market throughout, but the premium narrowed over time. On average, Nonprofit CTR was 4.19% versus the 1.82% global benchmark—about 130% higher. The gap was widest in February (3.71x the global CTR) and tightest in September and November (about 1.22–1.23x). While the global trend rose steadily (+16%), Nonprofit CTR fell sharply (−56%) and was far more volatile (0.50-point monthly swings vs. 0.05 for the market).
From December to April, Nonprofit CTR ran 2.7–3.7x above global levels, dropped to 1.6–1.7x in July–August, and approached near-parity by September–November. In short, the year moved from outsized overperformance to a much narrower differential against the global benchmark.
Understanding Facebook Ads click-through-rate benchmarks for the Nonprofit industry across all countries—averaging 4.19% versus the 1.82% global baseline, with a February high of 6.16% and a September low of 2.35%—clarifies how CTR performance evolved relative to market patterns and where the largest gaps emerged across the year.
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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