See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Great Britain’s Facebook Ads click‑through rate (CTR) for all industries traced a choppy but upward path across the last 13 months. The market started at 1.58% in November 2024 and closed at 2.08% in November 2025, a 32% lift end‑to‑end. The year featured a pronounced spring dip, a sharp summer rebound to a new high, a late‑summer/early‑autumn soft patch, and a Q4 recovery that largely mirrored the global benchmark. 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 period, Great Britain’s CTR averaged 1.77%, ranging from a low of 1.34% in May to a high of 2.25% in June. Notable troughs appeared in March (1.38%) and May (1.34%), followed by a dramatic June surge to 2.25%—the single largest month‑over‑month move (+0.91 percentage points, roughly +68%). After the peak, CTRs stabilized near 1.92–1.97% through August, slipped to 1.58% in September, and then rebounded into Q4, reaching 1.90% in October and 2.08% in November.
Volatility was a defining feature: average absolute monthly change measured 0.29 points, about six times the global benchmark’s 0.05 points. The sharpest declines came in April→May (−0.42 points, −24%) and August→September (−0.34 points, −18%), while the steepest climb was May→June (+0.91 points).
The rhythm of the year aligned with familiar seasonal contours but with outsized swings. Early Q1 was steady before a March dip; spring softened further into May, then performance rebounded dramatically in June and held through much of summer. Early autumn saw a pullback in September, with engagement strengthening again into Q4—despite typically rising competition—ending November above the starting point. By quarter, Great Britain averaged about 1.61% in Q1, 1.78% in Q2, 1.82% in Q3, and 2.00% across October–November.
Globally, CTR averaged 1.83% and climbed more smoothly from 1.76% in November 2024 to 2.07% in November 2025 (+18%). Great Britain sat slightly below that average overall (−4%) but swung more widely month to month. The market outperformed the global benchmark in six of thirteen months (notably June at +22% vs. global), underperformed in seven (deepest gap in May at −25%). The spread narrowed to nearly even in February (−1% vs. global) and November (+1%). In short: the global trend rose steadily, while Great Britain’s was higher‑beta—bigger dips, bigger rebounds.
These Facebook Ads benchmarks highlight CTR performance for all industries in Great Britain versus the global baseline: a slightly below‑average market on the year, but markedly more volatile, with standout highs in June and a firm Q4 finish. Understanding click‑through‑rate benchmarks for all industries in Great Britain helps teams interpret country‑specific ad costs context and compare CTR trends to 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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