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December 2024 - December 2025
Detailed observation of presented data
Great Britain’s Facebook Ads CTR performance told a choppier story than the world at large: a mid-year surge, sharp troughs around spring, and a late-year plateau a touch below global norms. Across all industries, Great Britain averaged a 1.74% CTR from November 2024 through November 2025, trailing the 1.81% global average. The market finished stronger than it started (+18% from 1.60% in November 2024 to 1.89% in November 2025), but with wider swings than the global trend and a standout peak in June.
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 began at 1.60% CTR in November 2024, lifted through the holidays into January (1.82%), then slipped into a spring low in March (1.40%). After a brief April rebound (1.76%), CTR touched the series low in May at 1.33% before spiking to a year-high 2.19% in June. The back half of the year stabilized near 1.88% in July–August, dipped in September (1.56%), and recovered to 1.89% by November 2025.
The largest single-month swing came in May→June (+0.86 points, +64% from the May trough), effectively resetting the year. September marked the sharpest late-year dip (−17% MoM), but October and November returned CTR to the 1.88–1.89% band.
The period shows a familiar Q1 lift through January, followed by softer engagement into March and a pronounced May trough. June broke the pattern with an outsized spike that carried into a steadier summer. Performance eased in September, then returned to late-year holiday territory across October and November without establishing a new high. By contrast, global patterns climbed more consistently into Q3 and peaked in October.
Relative to Facebook Ads benchmarks worldwide, Great Britain alternated between above-market and below-market territory:
Overall, Great Britain averaged about 0.08 points (≈4%) below the global CTR. The spread of outcomes was broader in Great Britain (0.86 points) than globally (0.38 points), reflecting more pronounced spikes and dips. While both markets improved into late 2025, the global curve rose more smoothly and reached its high in October (2.04%), whereas Great Britain crested in June.
In short, CTR performance for all industries in Great Britain showed stronger peaks and deeper troughs than the global pattern, averaging 1.74% against a 1.81% worldwide benchmark and finishing the year up 18% from its starting point. Understanding Facebook Ads CTR benchmarks for all industries in Great Britain 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 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:
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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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