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December 2024 - December 2025
Detailed observation of presented data
New Zealand’s Facebook Ads click-through-rate tells a story of higher engagement and sharper swings than the global market. Across all industries, CTR in New Zealand averaged 2.07%, comfortably above the 1.81% global benchmark, but with far more volatility and several standout surges. The year opened muted, lifted sharply in late summer, dipped into mid-year, then rallied to a late-winter peak before easing and finishing the period well above where it started.
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 New Zealand compared to the global benchmark.
The monthly rhythm was pronounced. After a soft November–January band around 1.60%, CTR jumped to 2.39% in February, eased to 2.06% in March, then surged again to 2.60% in April. A mid-year dip followed (1.73% in May and the period low of 1.58% in June). The rebound was decisive: 2.20% in July, the period high 3.03% in August, and a still-strong 2.60% in September. October cooled to 1.68% before a November recovery to 2.25%. Seven of the 13 months cleared the 2% mark, with the June-to-August swing nearly doubling CTR (+92%).
The pattern clusters into clear phases:
These arcs suggest New Zealand’s CTR performance oscillated between bursts of high engagement and quick cool-downs, with more amplitude than the global rhythm.
Against Facebook Ads benchmarks worldwide, New Zealand ran hotter and choppier:
Put simply, New Zealand’s CTR performance routinely ran above market, punctuated by sharp accelerations and brief resets, whereas the global curve advanced in smaller, steadier steps.
Understanding Facebook Ads click-through-rate benchmarks for all industries in New Zealand — including the stronger average (2.07%), the August high (3.03%), and the pronounced volatility — helps frame CTR performance against global patterns. This CTR performance view provides a country-specific benchmark for New Zealand within broader Facebook Ads benchmarks worldwide.
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 New Zealand, 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), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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