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November 2024 - November 2025
Detailed observation of presented data
France’s Facebook Ads CTR performance over the past 12 months ran consistently below the global benchmark and moved with sharper swings. The local market opened strong in November 2024, fell into a deep mid-year trough, then recovered into early Q4 — a choppier rhythm than the steady global climb. Median CTR in France averaged 1.44%, versus 1.81% worldwide, with gaps ranging from modest to pronounced depending on the month.
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.
Across November 2024 to October 2025, France’s median CTR started at 1.65% and ended at 1.61% (−2.6%), masking a year marked by sharp swings. The high came early (1.65% in November 2024), the low in late spring (1.02% in May 2025), creating a wide 0.63-point range — roughly 44% of the annual mean. After a soft December (1.38%) and January trough (1.20%), CTR rebounded into April (1.58%), plunged in May, snapped back in June (1.56%), dipped again in July (1.08%), and rebuilt through August–September (1.46% → 1.63%), holding near that level in October (1.61%).
Volatility averaged 0.28 points month-to-month in France, versus just 0.06 globally — a fivefold difference. Key inflection points included the steep May drop (−0.56 points from April) and mirror-image rebounds in June (+0.54) and August (+0.38).
The pattern shows a strong Q4 kickoff, a softer winter, and a two-step trough in late Q2 to midsummer before a late Q3/early Q4 stabilization. This differs from typical global seasonality in which performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1. In France, the deepest softness arrived in May and July, with CTR rebuilding into September–October, suggesting a late-year return to form after a volatile mid-year.
Quarterly medians underscore the rhythm: Q4 2024 averaged 1.52%, Q1 2025 1.42%, Q2 2025 1.39%, and Q3 2025 1.39%, followed by a firmer October at 1.61%.
France underperformed the global CTR benchmark in every month, averaging about 21% below global levels for the period. The narrowest gaps appeared in November 2024 (−6%) and February 2025 (−7%), while the widest gaps emerged in May (−43%) and July (−43%). Globally, CTR trended upward almost monotonically from 1.75% in November 2024 to 2.08% in October 2025 (+19%), peaking in October; France’s line, by contrast, traced a series of drops and rebounds and ended roughly where it began.
In sum, Facebook Ads CTR performance for all industries in France averaged 1.44% with pronounced month-to-month variance and a persistent gap to the 1.81% global benchmark. Understanding Facebook Ads click-through-rate benchmarks for all industries in France — alongside broader CPC trends, CPM analysis, and country-specific ad costs — helps quantify industry ad performance and compare local engagement patterns to global norms.
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:
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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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