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November 2024 - November 2025
Detailed observation of presented data
New Zealand’s Facebook Ads click-through rate (CTR) for all industries delivered a choppy but generally stronger year than the global benchmark. From November 2024 to October 2025, the market moved from a subdued Q4 to an outsized mid-year surge, peaking in August before a sharp pullback into October. The pattern is notable for its amplitude: big lifts followed by fast cool-downs, creating a higher-volatility profile than the steadier global trend.
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.
Across the 12-month window, New Zealand’s median CTR averaged 2.06%, above the 1.81% global average. The market started at 1.63% in November 2024 and closed at 1.68% in October 2025—nearly flat end-to-end (+3%), but the journey was anything but flat.
The pattern shows a soft start through the end-of-year period, a decisive lift beginning in February, and pronounced strength through late winter (July–September), culminating in August’s peak. May and October stand out as correction months—both notable pullbacks following multi-month rises. The mid-year arc (July–September) represented the strongest sustained run, with two of the three highest readings in the cycle.
Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1. In this dataset, New Zealand mirrored that rhythm but with larger amplitudes than the global average.
Relative to the global benchmark, New Zealand alternated between under- and outperformance: six months above, six months below.
The gap was narrowest in May (3% below global) and widest in August (54% above global). Overall, New Zealand outpaced the global average by roughly 14% on the year, but with much greater variability.
In summary, Facebook Ads CTR performance for all industries in New Zealand averaged 2.06% with pronounced mid-year strength and higher volatility than global norms. Understanding Facebook Ads click-through rate benchmarks for all industries in New Zealand 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 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:
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Cost per lead across different markets
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