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July 2025 - July 2026
Detailed observation of presented data
Great Britain’s click-through-rate (CTR) pattern over the past 13 months tells a story of steadier baseline engagement but choppier local momentum. The UK market ran consistently below the global benchmark, with a modest end-point near its start but several pronounced swings in between. 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.
CTR in Great Britain began at 1.645% in July 2025 and closed the series at 1.624% in July 2026 — a small net decline of about 1.3% from start to finish. The monthly median across the period was roughly 1.59%. The high water mark was December 2025 at 1.852%, and the low was March 2026 at 1.416% — an intra-year swing of about 0.44 percentage points (≈28% relative from trough to peak). By contrast, the global (baseline) median averaged about 2.04% over the same months, ranging from 1.868% to 2.337%.
Key monthly movements include a drop through late summer into September 2025 (1.55% → 1.43%), a sharp lift into November–December (peaking at 1.85%), and a notable trough in March 2026 (1.42%) before more muted recovery into mid-2026. Those ups and downs create an overall narrative of intermittent lifts and declines rather than a steady trend.
Seasonality shows a familiar Q4 peak for Great Britain, with the highest median CTR in December 2025 (1.852%). Early-year softness is visible: January–March 2026 fell below the period average, with March marking the year’s trough. The mid-year months (April–July 2026) display moderate rebound and consolidation around the 1.55–1.63% band. Globally, the baseline exhibits a steadier climb across the year, with a pronounced jump into July 2026.
Volatility measured as average absolute month-to-month movement was about 0.124 percentage points in Great Britain versus roughly 0.080 points globally — GB showed roughly 50–60% higher month-to-month swings.
Across the year Great Britain ran below the global CTRs: on average about 22% lower than the baseline (1.59% vs. 2.04%). The gap narrowed to roughly 10% below global in November–December 2025 and widened to around 32% below in March 2026 and again in July 2026. Meanwhile the global trend rose ~25% from July 2025 to July 2026; Great Britain’s trend was comparatively flat, characterized by sharper short-term moves.
Understanding Facebook Ads click-through-rate 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:
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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