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February 2025 - February 2026
Detailed observation of presented data
Across all industries in Great Britain, Facebook Ads CTR told a choppy but resilient story. Median engagement started the year solidly, slid into a late‑Q1/May trough, then surged to a June high before settling into a steadier Q4 and a firmer January finish. Compared to the global benchmark, Great Britain ran slightly below average overall, but with sharper month‑to‑month swings and a standout June lift.
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 available in Great Britain compared to the global benchmark.
Great Britain’s median CTR opened at 1.79% in January 2025 and closed at 1.96% in January 2026—an increase of roughly 10%. The annual low arrived in May at 1.35%, followed by the annual high in June at 2.03%. The market averaged 1.73% over the 13 months, spanning a range of 0.68 percentage points (1.35% to 2.03%).
The path was eventful. February eased to 1.68% before March fell to 1.39%. April rebounded to 1.75%, only to be followed by a sharper May dip (−0.40 points versus April). June then posted the biggest single-month upswing of the period (+0.68 points), pushing CTR above 2%. Late summer softened again, bottoming at 1.51% in September, before a steadier Q4 around 1.79–1.92% and a firmer 1.96% in January 2026.
Volatility was a defining feature: the average absolute month‑to‑month move was 0.24 points, nearly 4x the global benchmark’s 0.06 points. That higher churn framed a market capable of sharp rebounds (June) and quick cool‑offs (May, September).
The rhythm resembled a soft Q1 that deepened into March, an uneven Q2 with a May trough and June spike, a late‑summer lull, and a more constructive Q4. By quarter, Great Britain’s median CTR averaged 1.62% in Q1, 1.71% in Q2, 1.70% in Q3, and 1.83% in Q4. Performance typically tightens through Q4 as competition rises, and engagement often rebounds in early Q1; the data aligns with that cadence, with December (1.92%) and January (1.96%) marking firmer readings.
Relative to the global Facebook Ads benchmarks, Great Britain’s CTR averaged about 6% below the 1.86% global median (global range: 1.65% in February to 2.10% in December). The global trend rose more steadily across the year (+23% from January to January), while Great Britain’s climb was smaller (+10%) and notably choppier.
Great Britain outperformed the global benchmark in 4 of 13 months (January, February, April, June). The narrowest gap came in February, when Great Britain was essentially at parity (+1%). The widest gap appeared in May, when Great Britain trailed by 23%. Through Q3 and Q4, the market generally sat 8–11% below global levels: −10% in Q3 on average and −9% in Q4. By January 2026, the gap remained moderate (−6%).
In sum, Facebook Ads CTR performance for all industries in Great Britain averaged 1.73%, with a pronounced mid‑year surge and higher volatility than the global baseline. Understanding Facebook Ads click-through-rate benchmarks for all industries in Great Britain—alongside broader CPC trends, CPM analysis, and country-specific ad costs—helps contextualize industry ad performance against global patterns.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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