Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
France’s Facebook Ads CPMs moved on a different tempo than the global market: generally lower in cost yet markedly more volatile, punctuated by a dramatic March spike that briefly ran above worldwide levels. Across the period from November 2024 to October 2025, France sat at roughly half the global CPM while swinging three times more month‑to‑month. The year’s main story is a subdued baseline in single digits, disrupted by a sharp March surge and a quick return to a calmer range.
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 France compared to the global benchmark.
Seasonality showed up, but with a local twist. Q4 2024 in France held relatively restrained CPMs ($8.07 in November, $8.95 in December) compared with the typical global holiday premium. Early Q1 softened to the low point in January ($4.94), then momentum pivoted sharply to March’s $22.74 spike—defining the quarter’s average despite a subdued February.
Q2 (April–June) normalized quickly, settling into a $10–11 band in April–May before easing to $7.92 in June. Summer CPMs were softer: July dipped to $6.62, with a gentle August uptick ($9.23). Early Q4 2025 held steady in the single digits ($8.47 in September, $8.69 in October), suggesting a contained pre‑peak build rather than a surge.
Against the global Facebook Ads benchmarks, France’s CPM analysis shows persistent cost advantages with brief exceptions:
In sum, Facebook Ads CPM benchmarks for all industries in France indicate consistently lower country‑specific ad costs than the global average, coupled with higher short‑term volatility and one standout surge in March. Understanding CPM analysis for all industries in France helps benchmark cost dynamics and compare them to broader market patterns across the year.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting France, 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. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
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Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
CPM and CPC might increase during spring holidays when leisure and travel campaigns see higher engagement. Extended 'ponts' (bridge days) in May could create long weekends with lower weekday ad inventory. Late November and December feature steep increases in ad competition. Christmas season may drive peak ad volumes.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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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