See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Across all industries in the Netherlands, Facebook Ads click-through rate (CTR) spent the past year under the global benchmark while moving through sharper swings. The story is one of a pronounced winter dip, a summer rebound to a local high, and then a stable finish into Q4—ultimately ending almost exactly where it began. On average, the Netherlands tracked about 20% below worldwide CTR levels, with the closest catch-up in mid-summer and the widest gap at the start of the year. 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 CTR opened at 1.52% in November 2024 and closed at 1.52% in November 2025—effectively flat year over year (−0.02%). The year’s low arrived in January at 1.19%, followed by a steady recovery through April (1.51%) and a brief pullback in May (1.31%). Momentum accelerated into a peak of 1.73% in July before easing to 1.44% in August and stabilizing in the mid‑1.5% range through the autumn (1.55–1.57% in September–October; 1.52% in November).
Across the period, Netherlands CTR averaged 1.46%, ranging from 1.19% to 1.73%—a span of 0.54 points. Month to month, movements were lively: average absolute change was 0.15 points, with the biggest lift in June→July (+0.34) and the sharpest drop in July→August (−0.29). By contrast, the global series was calmer, with a smaller average monthly swing of 0.06 points.
Globally, CTR averaged 1.81% over the same months, rising from 1.75% in November 2024 to 1.96% in November 2025 (+12%). The global low printed in February (1.66%), and the high arrived in October (2.04%).
The Netherlands mirrored familiar seasonal rhythms: a soft start to Q1 with the trough in January, followed by a measured Q2 and a stronger Q3 crescendo. July marked the local high before an August cooldown. In Q4, performance held steady: a mild lift into October (1.57%) and a marginal ease into November (1.52%). The global pattern showed a gentler Q1 dip, gradual strengthening through mid-year, and a pronounced Q4 elevation peaking in October.
Relative to Facebook Ads benchmarks worldwide, the Netherlands ran consistently below market. The average gap was roughly 20% (1.46% vs. 1.81%). Month by month, the deficit ranged from about 9% below in July (the narrowest spread) to 29% below in January (the widest). While the global line climbed steadily (+12% year over year), the Netherlands series was choppier and ultimately flat, with nearly three times the monthly volatility (0.15 vs. 0.06 points).
Overall, CTR performance for all industries in the Netherlands showed a winter lull, a mid‑year lift, and a steady Q4 finish—consistently below the global curve but with more pronounced month-to-month movement. Understanding Facebook Ads click-through rate benchmarks for all industries in the Netherlands provides a clear read on engagement dynamics and how they compare to global patterns, complementing broader CPC trends, CPM analysis, and country-specific ad costs discussions.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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
See how much it costs to get users to install an app