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January 2025 - January 2026
Detailed observation of presented data
Across all industries in Great Britain, Facebook Ads click-through rate (CTR) tracked below the global benchmark for most of 2025, but with sharper month-to-month swings. The story is defined by a spring slump, a dramatic June rebound, and a steady finish that lifted December above the year’s starting point. Volatility was notably higher than the global pattern, with a wide gap opening in May and narrowing again into year-end. 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 Great Britain compared to the global benchmark.
Great Britain’s CTR opened at 1.79% in January and closed at 1.94% in December, ending the year about 9% higher than it began. The annual average landed at 1.71%, with a high of 2.03% in June and a low of 1.34% in May — a wide 0.68-point range. The biggest moves clustered around late spring: April rose to 1.72%, then May fell sharply to 1.34% (the steepest monthly decline, −0.38 points), before a surge to 2.03% in June (the largest monthly gain, +0.68 points). Mid-summer steadied near 1.80%, September softened to 1.51%, and Q4 hovered around 1.79% until a December lift.
Monthly volatility averaged 0.25 percentage points, far choppier than the global CTR series, which moved by just 0.07 points on average. November was the calmest month (essentially flat vs. October), while May–June marked the sharpest inflection in the Great Britain time series.
The early-year rhythm leaned soft: January and February were solid, but March dipped to 1.39%, the first of two spring troughs. Q2 oscillated — April recovery, May trough, June peak — creating the defining whipsaw of the year. Summer (July–August) settled into a narrow band around 1.79–1.80% before a September pullback to 1.51%. Q4 generally held steady: October and November sat near 1.79%, with a December uptick to 1.94% that aligned with typical year-end engagement lift seen in Facebook Ads benchmarks.
Quarterly, Great Britain progressed from 1.62% in Q1 to 1.70% in Q2 and Q3, then 1.84% in Q4 — a gradual build with a pronounced late-year finish.
Relative to the global benchmark (1.84% average), Great Britain averaged 1.71% — about 0.13 points, or 7%, lower. The market ran above global levels in four months (January, February, April, June), and below in eight. The tightest gap came in February (+0.02 points vs. global), while the widest gap opened in May (−0.42 points), when Great Britain’s CTR trailed global levels by roughly 24%. June was the high-water mark relative to the world, running about 14% above the global median that month.
The global trajectory climbed steadily across the year (+26% from January to December), while Great Britain’s growth was more modest (+9%) and markedly more volatile. The global range spanned 0.46 points (1.66% to 2.12%), versus Great Britain’s wider 0.68-point span (1.34% to 2.03%). In Q3, the gap was especially clear: Great Britain averaged 1.70% versus 1.89% globally (about 10% lower). Q4 closed the year at 1.84% in Great Britain vs. 2.02% globally, narrowing but not erasing the gap.
In sum, Facebook Ads CTR performance for all industries in Great Britain averaged 1.71% in 2025, running below the 1.84% global benchmark and exhibiting higher volatility, with a spring trough, a June spike, and a December lift. Understanding click-through rate benchmarks for all industries in Great Britain helps situate country-specific performance within global Facebook Ads benchmarks and year-round engagement 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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