Not necessary, because I went to Special Database investigate again. Since almost all international studies have now sidetracked the Dutch benchmark figures and Facebook itself is not so generous with sharing figures, I dived into our own analytics. We have a lot of experience in social media advertising and a diverse customer base. That is why I can say Special Database with certainty that our averages form a good basis for a Dutch benchmark. Good to know: the figures in this article are for the period 2018. So, nice and up-to-date! Facebook in the Netherlands: average CPC, CPM, CTR and engagement rate metric Benchmark CPM, cost per 1,000 views 5 CPC, cost per Special Database click 0.70 CTR, click through rate 1.5%.
The engagement rate is calculated Special Database based on interaction on posts in the form of clicks, comments, likes, shares, page likes and video views of at least 50 percent, divided by the unique range x 100. When calculating the engagement rate we have deliberately chosen to watch 50 percent of the video, because according Special Database to our perception this only says something about whether someone is consciously watching the video. Unlike the +3 seconds that Facebook lasts. We think this is too short to be able to speak of engagement. If you Special Database do not use a video in your campaign, the average engagement rate is 5 percent. The above figures are averages.
Be aware that the figures can vary widely Special Database by industry. A retailer that tries to sell shoes scores easier than a bank that aims to increase the involvement of the target group. The figures also strongly depend on the Special Database campaign objectives. If you bet on traffic to the site, you can expect your CTR to be higher than if you bet on reach. But because you want to compare yourself with something, you can use these figures as a starting point. Are the CPM and CPC of your campaign more expensive than the above, and Special Database the CTR and engagement rate lower? Then there is work to be done. Do you score higher?