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July 2025 - July 2026
Detailed observation of presented data
The Netherlands showed a bumpy but ultimately upward year in click‑through‑rate (CTR) performance versus the global benchmark. Over 13 months NL CTRs began near 1.71% in July 2025, dipped through spring 2026 and finished with a sharp lift to 2.52% in July 2026. 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 the Netherlands compared to the global benchmark.
Netherlands CTRs averaged about 1.70% across the period, ranging from a low of 1.34% in May 2026 to a high of 2.52% in July 2026. By contrast the global (baseline) median sat around 2.04%, with its own range from roughly 1.87% to 2.34%. NL started the window at 1.71% and ended up 47.6% higher (to 2.52%) — a pronounced finish after several softer months.
Key monthly movements include a steep rebound in February 2026 (to 2.21%), a deep trough in May 2026 (1.34%), and the period’s standout spike in July 2026 (2.52%). Volatility in the Netherlands was materially higher than the baseline: average month‑to‑month absolute movement ran about 0.32 percentage points in NL versus roughly 0.08 points globally — roughly four times the baseline rhythm.
Rhythm-wise, the dataset shows a modest Q4 uptick into December for both NL and global medians, followed by mixed Q1 behavior: a dip in January then a sharp February surge in the Netherlands. Spring (March–May) was the softest stretch for NL, with a pronounced low in May. Early summer (June) saw a partial rebound, then a clear momentum surge into July 2026. The global baseline followed a steadier seasonal curve with smaller swings and a steady upward bias into late spring and summer.
Across the year the Netherlands trailed the global CTR median on average by about 17% (1.70% vs 2.04%). Monthly gaps were wide: NL ran as much as ~36% below the global median in May 2026, while at its narrowest (and occasionally above) NL exceeded global CTR by about 4% in February 2026 and roughly 8% in July 2026. In short, the Netherlands was generally below average but punctuated by two months of outperformance and several sharp swings, making it a more volatile market compared with the global benchmark.
Understanding Facebook Ads click‑through‑rate benchmarks for All industries in the Netherlands helps advertisers evaluate CTR performance, consider country‑specific ad costs context, and compare industry ad performance and CPM analysis 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 Netherlands, 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–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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