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July 2025 - July 2026
Detailed observation of presented data
Overall picture: click-through-rate momentum in Great Britain ran slightly below the global baseline for most of the year, with a choppy rhythm of declines and rebounds and a handful of standout months. 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.
Across the 13-month window (Jun 2025 → Jun 2026) Great Britain’s median CTR averaged about 1.70% (1.702 points), versus a global median of roughly 2.00% (2.00 points). Great Britain began the period at 1.86% in June 2025 and closed at 1.65% in June 2026 — an absolute decline of ~0.21 percentage points, or about an 11.3% drop from the starting level.
Highs and lows are notable: the peak month was January 2026 at 1.93%, while the trough was September 2025 at 1.46%. The single largest month-to-month swing was the February→March 2026 drop (1.82% → 1.52%), a fall of ~0.30 points (≈16% month-over-month), followed by a sharp rebound into April (+0.24 points). Over the year the market showed intermittent lifts (Dec→Jan up to 1.93%) and sharp declines (Feb→Mar), creating a choppy but cyclical narrative.
Seasonality and momentum appear in familiar places. Late Q3 (August→September 2025) marked a softening that produced the year’s low; Q4 brought a steady lift into December and the January peak — a rhythm consistent with holiday and calendar-cycle engagement patterns. Early Q1 2026 began strong, then slid in March before rebounding in April and moderating toward the summer. Volatility clustered around transitional months: October→November and February→April showed larger swings compared with quieter periods in late summer and late spring.
Relative to the baseline, Great Britain moved from a brief outperformance into a sustained underperformance. In June 2025 GB was about 4.6% above the global CTR (1.86% vs 1.78%), but for most months GB trailed the global benchmark. The gap ranged widely: at its narrowest negative gap GB was roughly 8–9% below global levels (November 2025 and January 2026), and at its widest GB lagged by about 26–27% (March 2026). On average across the year GB’s CTR was ~15% below the global median.
Volatility comparison reinforces the story: month-to-month absolute movement in Great Britain averaged ~0.14 percentage points, more than twice the baseline’s ~0.06-point average — a sign that GB CTRs were notably more variable than the global trend.
Understanding Facebook Ads click-through-rate benchmarks, CTR performance and industry ad performance for All industries in Great Britain provides a clear view of seasonal swings, relative gaps versus global CTR trends, and the higher volatility of country-specific ad costs in Great Britain.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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