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December 2024 - December 2025
Detailed observation of presented data
Across all industries in the Netherlands, Facebook Ads click-through-rate (CTR) spent most of the year trailing the global benchmark, then finished with a sharp year-end surge. The local pattern was choppier and more momentum-driven than the global curve: early softness in January, a mid-year lift around July, and an emphatic December spike that pushed CTR above the worldwide median for the first time all 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 the Netherlands compared to the global benchmark.
Netherlands CTR began at 1.46% in December 2024, dipped to its low of 1.24% in January, then oscillated through the year before closing at 2.56% in December 2025. Over the 13-month window, CTR averaged 1.57%, ranging from 1.24% (January) to 2.56% (December). Notable inflection points included a rebound into March–April (1.47%–1.51%), a setback in May (1.31%), a summer lift peaking in July (1.68%), a brief August cool-down (1.45%), and a steady autumn cadence around 1.57%–1.68% before the December jump.
Volatility was pronounced. Month-to-month absolute movement averaged 0.21 points, roughly triple the global average. The December leap from 1.65% to 2.56% alone accounted for about 37% of the year’s total movement. In contrast, the global benchmark moved more evenly, averaging 1.84% for the period with a narrower range (1.66% to 2.21%).
From December to December, the Netherlands rose 75%, versus +31% globally—evidence of a late-year momentum burst atop a generally lower base.
Q1 2025 was the softest stretch for CTR in the Netherlands, averaging 1.37% with January as the trough. Q2 stabilized modestly (1.43%), then Q3 improved to 1.57% on the strength of July, before easing in August. Q4 accelerated markedly, averaging 1.96%—largely driven by December’s outsized spike. The global pattern also strengthened into Q4, but with steadier month-to-month steps.
Within the year’s rhythm, May and August were the softer bookends to summer, while July and October delivered higher engagement before the year closed with an exceptional December.
Against the global benchmark, the Netherlands tracked below market for 12 of 13 months. The gap typically ranged from 11% to 26% below global CTRs, with the narrowest differences around April–July (≈11% below) and the widest around January, May, and August (≈24%–26% below). The relationship flipped only in December 2025, when the Netherlands outpaced the world by roughly 16% (2.56% vs. 2.21%).
On average, the Netherlands’ CTR of 1.57% sat about 15% under the global 1.84%. Quarterly comparisons tell a similar story: Q1 through Q3 trailed by 18%–19%, while Q4 narrowed the gap to about 5% thanks to the December surge. The Netherlands pattern was also more volatile, with average monthly swings nearly three times larger than the global series.
Understanding Facebook Ads CTR performance benchmarks for all industries in the Netherlands highlights a year marked by underperformance versus global levels, punctuated by a strong year-end surge. This country-specific view of ad performance provides a clear read on CTR trends in the Netherlands relative to worldwide 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 Netherlands, 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), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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