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June 2025 - June 2026
Detailed observation of presented data
Netherlands click-through-rate (CTR) performance tracked below the global benchmark for most of the year, with a choppy rhythm of rises and falls and one clear February spike. 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 Netherlands compared to the global benchmark.
NL started the window at a 1.47% CTR in June 2025 and closed at roughly 1.42% in June 2026 — a modest net decline (~‑3.1%). Across the 13 months the Netherlands averaged about 1.62% CTR, with values ranging from a low of 1.34% (May 2026) to a high of 2.15% (February 2026). By contrast the global baseline averaged roughly 1.96% over the same months.
Monthly movement shows pronounced swings: after an early lift into July (1.71%), NL dipped into August (1.44%), then climbed into year‑end (peaking 1.78% in December). February produced the standout lift to 2.15% — the single highest month — followed by a sharp decline to 1.48% in March (a ~31% month‑over‑month drop). The May trough (1.34%) marked the year’s low before a small rebound into June. Overall range was about 0.80 percentage points, and the selected market spent most months below global medians.
The rhythm reads like a compact seasonality with interruption: summer shows mixed engagement (a lift in July, drop in August), a steady ascent into Q4, a February peak, then a volatile spring. The February spike stands out as an outlier relative to surrounding months, producing the largest single-month lift; the subsequent March decline erased much of that momentum. May’s softness created the widest gap against baseline. In plain seasonal terms, Q4 strengthened versus late summer, while early spring produced the biggest swings.
Netherlands trailed the global CTR average for 11 of the 13 months. On average NL was about 17% below the global benchmark (1.62% vs 1.96%). The gap narrowed in February 2026 when NL slightly outpaced the global median (+0.6%), and widened most in May 2026 when NL lagged by roughly 36%. Volatility tells a similar story: NL’s absolute monthly moves averaged ~0.23 percentage points, more than double the baseline’s ~0.11 points, indicating a more volatile CTR profile versus the global market. Where the global trend showed steadier month‑to‑month movement (aside from the baseline June drop), Netherlands delivered sharper lifts and steeper pullbacks.
Understanding Facebook Ads click-through-rate benchmarks and CTR performance for all industries in the Netherlands offers a clear view of seasonal peaks, outlier months, and relative volatility versus global CTR benchmarks, feeding into broader CPC trends and CPM analysis within country-specific ad costs and industry ad performance.
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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