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June 2025 - June 2026
Detailed observation of presented data
The headline: Great Britain’s click-through-rate moved like a market with rhythm and jolts — generally below the global benchmark but punctuated by a few strong months. 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 Great Britain compared to the global benchmark.
Great Britain’s median CTR across the 12-month window averaged about 1.71%, starting at 1.86% in June 2025 and finishing at 1.72% in May 2026 — a net decline of roughly 7.7% from start to finish. The high point was January 2026 at 1.93%; the low came in September 2025 at 1.46%. That full range is 0.47 percentage points, equal to a roughly 32% lift from trough to peak.
By contrast the global baseline averaged roughly 2.00% over the same months. Month-by-month, Great Britain only outperformed the baseline in June (+4.6%), then trailed for the rest of the year. The typical gap ran from single-digit shortfalls to double-digit underperformance: the narrowest relative gap was June (GB ~4–5% above), while the widest was March 2026 when Great Britain’s 1.53% CTR trailed the global 2.07% by about 26%.
Volatility in Great Britain was notable. Average absolute month-to-month moves in GB were roughly 0.14 percentage points, compared with about 0.065 points for the global series — more than twice as choppy. The largest monthly swing within Great Britain was the fall from February to March (−0.34 points), followed by a sharp rebound into April (+0.25 points).
A seasonal rhythm is visible. The market softened through Q3 (June → September), sliding from 1.86% to 1.46%, then recovered into late Q4 and reached a winter peak in January 2026 (1.93%). The calendar shows a typical Q1 rebound and a spring wobble: a steep dip in March, then a rebound across April and May. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1 — that cadence appears in the Great Britain series, albeit with sharper intra-quarter swings than the global benchmark.
Relative phrasing captures the gap: All-industry CTRs in Great Britain averaged about 14% below the global benchmark across the year (1.71% vs 1.99–2.00%). Month-level differences ranged from GB being ~5% above in June to trailing by roughly 26% in March. Overall the British series was more volatile and exhibited deeper mid-year troughs and a pronounced winter peak compared with the steadier global trend.
Understanding Facebook Ads click-through-rate benchmarks for all industries in Great Britain provides a clear view of CTR performance, seasonal rhythm, and how country-specific ad engagement compares to global CTR performance and broader Facebook Ads benchmarks.
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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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 (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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