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January 2025 - January 2026
Detailed observation of presented data
Norway’s Facebook Ads click-through-rate (CTR) in 2025 told a choppy story: a strong start, a dramatic summer surge, and a steep Q4 cool-down. Across all industries, Norway averaged 1.59% CTR for the year, trailing the 1.84% global benchmark, with July’s outsized spike briefly lifting results well above market before momentum faded into year-end. The pattern contrasts with the steadier global climb that culminated in a high-CTR Q4.
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 all industries in Norway compared to the global benchmark.
Norway began the year above market at 1.94% CTR in January, but ended at 1.08% in December, a 44% decline from start to finish. The annual high arrived in July at 2.95%—Norway’s single standout month and its clearest break from the benchmark—while the low point came in May at 0.98%. The full-year average landed at 1.59% (median 1.52%), versus a global average of 1.84% (median 1.83%), placing Norway roughly 14% below the worldwide baseline.
Volatility was the defining feature. Month-to-month swings in Norway averaged 0.58 percentage points, nearly nine times the global average shift (0.07 points). The sharpest moves clustered mid-year: CTR jumped 110% from May (0.98%) to June (2.06%), surged again to July’s 2.95%, then fell 66% into August (1.02%). After a modest recovery in September (1.65%), momentum eased into Q4, with October at 1.44%, November at 1.60%, and December sliding to 1.08%.
The global rhythm ran differently: CTRs stepped upward each quarter—from 1.69% in Q1 to 2.02% in Q4—consistent with typical year-end competition patterns that elevate top-of-funnel engagement.
Norway tracked below the global benchmark in eight of twelve months and above it in four (January, February, June, July). The gap was narrowest in February (+3% vs. global) and widest in December (49% below global). July stood out as Norway’s sole decisively above-market month at +57% versus the global 1.88%. By contrast, May (−44%), August (−47%), October (−29%), and December (−49%) underscored persistent underperformance in late spring and late year.
Trajectory diverged as well: the global trend rose roughly 26% from January to December (1.69% to 2.12%), while Norway fell 44% over the same period. Norway’s higher volatility and mid-year spike amplified monthly dispersion even as the global series advanced steadily.
In short, Facebook Ads CTR performance for all industries in Norway in 2025 was below the global benchmark on average, marked by an exceptional July peak and a soft Q4. These Facebook Ads benchmarks—paired with broader CPC trends, CPM analysis, and country-specific ad costs context—help frame industry ad performance in Norway against global patterns, grounding expectations for CTR 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Norway, advertisers should consider local market factors and user behavior. 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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Late November (Black Friday/Singles Day), December (Christmas & post‑Christmas sales), Spring holiday period (April–May travel and tourism)
CPM and CPC could rise during Easter and Ascension when Norwegians travel or spend time on leisure. Constitution Day (May 17) is widely celebrated—media activity may increase and ad competition could intensify. Most public holidays result in shop closures; ad inventory may shrink during holidays. Pentecost weekend may reduce weekday competition.
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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