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November 2024 - November 2025
Detailed observation of presented data
Great Britain’s Facebook Ads click-through-rate (CTR) profile told a choppy but upward story over the past 12 months: a late-spring dip, a sharp June rebound, and a summer that held near two percent before easing in early autumn. Across all industries, Great Britain averaged a 1.75% CTR, slightly below the 1.81% global benchmark, but with far more pronounced swings. The standout months were a trough in May (1.33%) followed by a June peak (2.24%), a 68% month-over-month surge that set the high watermark for the year.
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.
The period opened at 1.62% in November 2024 and closed at 1.95% in October 2025, a 20% lift end to end. The average CTR in Great Britain was 1.75% with a median of 1.78%, spanning a wide range of 0.91 points between the low (May, 1.33%) and the high (June, 2.24%). Volatility averaged 0.30 points per month—much sharper than the global pattern.
Key movements:
The rhythm followed familiar seasonal contours but with sharper amplitude. Q1 softened (Jan–Mar average: 1.62%), Q2 netted out to parity with the global average despite an extreme May-to-June whiplash (1.77% average), and Q3 was relatively firm but below the global level (1.82% vs. 1.93% global). October, the early phase of Q4, remained lower than the global CTR as international competition typically intensifies later in the year.
In short: early-year weakness, a pronounced late-spring trough, an exceptional June rebound, and a steadier summer before a September dip.
Relative to Facebook Ads benchmarks globally, Great Britain alternated between above-market and below-market months:
On average, Great Britain trailed the global CTR by about 3%. The global series climbed steadily from 1.75% to 2.08% (+19%), while Great Britain’s path was choppier but similar in net growth (+20%). The narrowest gap came in February (roughly on par at −1%). The widest deficit arrived in May (−25% vs. global), followed by the widest lead in June (+23% above global). Global volatility was modest at 0.06 points monthly, underscoring Great Britain’s much more pronounced 0.30-point swings.
Understanding Facebook Ads CTR performance for all industries in Great Britain—set against global Facebook Ads benchmarks—highlights a market with average levels near global norms but notably higher volatility. While CTR is an engagement signal rather than a cost input, these patterns help contextualize country-specific ad costs alongside CPC trends, CPM analysis, and broader 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 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.
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Cost per lead across different markets
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