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[bappy8]

You want to start a Facebook campaign. But to be able to attach KPIs to it, you need to know what the benchmark is for the Netherlands.


My 2016 article still comes up as a relevant article when it comes to Dutch benchmarks for Facebook campaigns. Have you given up hope for recent figures? No need: I have done some research again.

Since almost all international studies have now sidelined the Dutch benchmark figures and Facebook itself job function email database is not very generous with sharing figures, I have delved into our own analytics. We have a lot of experience in the field of social media advertising and a diverse customer base. That is why I dare to say with certainty that our averages form a good basis for a Dutch benchmark. Good to know: the figures in this article are from the period 2018. So very 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 click €0.70
CTR, click through rate 1.5%
Engagement rate, interaction divided by unique reach 13%
Engagement rate, interaction divided by unique reach excluding video views 5%
The engagement rate is calculated based on interaction on messages in the form of clicks, reactions, likes, shares, page likes and video views of at least 50 percent, divided by the unique reach x 100. When calculating the engagement rate, we deliberately opted for 50 percent viewing of the video, because according to our perception, this only says something about whether someone is consciously watching the video. Unlike the +3 seconds that Facebook maintains. be able to speak of engagement. If you do not use video in your campaign, the average engagement rate is 5 percent.