See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
November 2024 - November 2025
Detailed observation of presented data
Across Facebook Ads benchmarks, the Netherlands posted consistently lower click-through rates than the global baseline, but with a livelier month-to-month rhythm. The market dipped into a Q1 trough, steadied in late spring, and surged in July before settling into a choppy but improving Q3–Q4. Volatility was the defining characteristic, with sharper swings than the global trend and a gap that narrowed mid-year before widening again into early Q4.
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.
The rhythm tracks a familiar seasonal arc, though with Dutch-specific amplitude. Performance softened through late Q4 into January, then rebuilt through early Q2. July delivered the standout month, followed by a cooler August and steadier readings into early Q4. Segmenting by quarter highlights the contour:
This pattern aligns with common social CTR performance dynamics: competitive pressure into year-end, softer engagement early in the year, and mid-year rebounds—though the Dutch series shows larger mid-year swings than typical.
Relative to global Facebook Ads benchmarks, the Netherlands ran below market throughout:
Overall, CTR performance for all industries in the Netherlands shows a lower baseline than the global benchmark but with more pronounced month-to-month moves—deep Q1 softness, a mid-year surge, and a steadier close. These Facebook Ads benchmarks offer a clear view of country-specific ad performance, complementing CPC trends and CPM analysis for a holistic read on engagement. Understanding click-through-rate benchmarks for all industries in the Netherlands helps advertisers evaluate engagement trends and compare performance 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 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:
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