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December 2024 - December 2025
Detailed observation of presented data
France’s Facebook Ads CTR spent the year below the global benchmark but showed clear momentum through the summer and into early Q4. The pattern reads as a choppy first half with two distinct troughs (February and May), followed by a five-month climb that peaked in October before easing in November. Swings were notably sharper than the market, creating a sawtooth profile against a steadier global rise.
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.
Seasonally, France saw a softer finish to 2024, moving from 1.49% in November to 1.26% in December. The new year opened cautiously (January at 1.32%), dipped to a February low (1.09%), then rebounded in March (1.36%). Q2 was mixed: April lifted to 1.43% before the year’s low in May (1.06%). From there, engagement built steadily across the summer—July at 1.37% and August at 1.42%—culminating in a September-October peak around 1.61%. Early Q4 saw that peak give way to a modest November pullback (1.43%). Overall, H2 2025 averaged 1.49%, outpacing H1’s 1.27% by roughly 17%.
France’s CTR performance trailed the global benchmark throughout. France averaged 1.37% versus a 1.81% global average—about 24% below market. The gap fluctuated meaningfully: it narrowed to 15–16% in November 2024, April, and September, and widened to 40% at the May trough. While the global trend rose steadily (+12% from November 2024 to November 2025, peaking at 2.04% in October), France’s path was choppier and ended slightly lower (−4% YoY). Volatility in France averaged 0.16 points monthly versus 0.06 globally—roughly three times more movement—and 12.5% average MoM change versus 3% for the global benchmark.
This CTR performance review situates Facebook Ads benchmarks for all industries in France against a consistent global climb marked by higher engagement levels. While focused on click-throughs, these country-specific benchmarks complement CPC trends and CPM analysis, helping teams contextualize engagement patterns. Understanding Facebook Ads click-through rate benchmarks for all industries in France clarifies how local performance aligns with, and diverges from, global CTR dynamics.
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 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. 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), 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.
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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