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December 2024 - December 2025
Detailed observation of presented data
All industries in Great Britain posted a choppy but ultimately improving year for Facebook Ads click-through-rate (CTR). The market closed December 2025 at 2.12%, up from 1.74% in December 2024, yet still ran slightly below the global benchmark on average. The defining features were a deep May trough, a sharp June rebound to the yearly high, and a softer-than-global climb into Q4. Volatility was notably higher than the worldwide pattern, with several sharp monthly swings standing out.
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.
Key monthly movements include a Q1 drift down to March (1.40%), an April lift (1.76%), a sharp May dip (1.33%), and a dramatic June spike (2.19%). Summer held near 1.88% in July and August before a September pullback (1.55%). Q4 rebuilt to 1.82% in October, softened to 1.72% in November, and finished strong in December at 2.12%.
Seasonally, Great Britain’s all-industry CTR shows a classic Q1 softness (Q1 average 1.62%), followed by a volatile Q2 (1.76%) with the year’s deepest trough and strongest single-month rebound back-to-back. Summer (Q3) steadied around 1.77%, then Q4 rose to 1.89% as holiday demand lifted engagement. Despite the December push, the standout month for Great Britain was June—not Q4—producing an atypical mid-year peak. The rhythm is clear: slow start, abrupt mid-year acceleration, late-summer pause, and a controlled Q4 climb.
Relative to Facebook Ads benchmarks worldwide, Great Britain’s CTR underperformed most months but saw episodic outperformance:
In sum, CTR performance for all industries in Great Britain delivered a mid-year spike and a solid year-end, yet tracked below the global benchmark on average with higher volatility. Understanding Facebook Ads click-through-rate benchmarks—and how Great Britain’s all-industry CTR stacks up against global patterns—helps frame country-specific ad costs alongside broader CPC trends, CPM analysis, and CTR performance comparisons for the United Kingdom market.
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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