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Facebook Ads Cost Per Purchase Benchmarks for Education in France

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Cost Per Purchase for Education in France

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Education and target country France compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Education in France shows higher costs than the global baseline overall: average 80.51 vs 47.82 (+68%). However, from October–August the average is 51.41 vs 49.24 (+4%), indicating September’s spike drives most of the gap.
  • Volatility is markedly higher in France Education: median month‑over‑month change of about 19.7% versus 2.4% globally (≈8x higher).
  • High/low: France peaks at 400.57 in September 2025 (7.4x the global peak) and bottoms at 33.34 in June 2025, similar to the global low of 32.29 in September 2025.
  • From first to last month, France Education rises +536% (Oct 2024 to Sep 2025), while the global baseline declines −31%.

Scope and dataset

We summarize monthly median cost-per-purchase for Facebook Ads, comparing Education in France to a global baseline spanning all industries and countries. Figures cover October 2024 through September 2025.

Education in France: trend overview

  • Averages and distribution:
  • Average: 80.51; median: 55.06.
  • High: 400.57 (September 2025); low: 33.34 (June 2025).
  • From October–August (to control for the September outlier), the average is 51.41.
  • Trend and volatility:
  • October–December 2024 eased from 63.03 to 45.79.
  • Early 2025 stayed low in January–February (~37.2) before jumping in March (63.06).
  • Q2 2025 climbed in April–May (53.09 → 60.73) then dropped sharply in June (33.34).
  • Q3 2025 saw a July rise (68.64), an August pullback (46.37), and an exceptional September spike (400.57).
  • Notable month-to-month moves: March +69% vs February, June −45% vs May, July +106% vs June, September +764% vs August.
  • Net change: +536% from October 2024 (63.03) to September 2025 (400.57).

Global baseline comparison

  • Level check:
  • Average: 47.82; median: 48.96.
  • High: 53.89 (February 2025); low: 32.29 (September 2025).
  • October–August average: 49.24. Compared with France Education’s 51.41 over the same months, France sits modestly above market (+4%).
  • Volatility:
  • Median month-to-month change: ~2.4%.
  • The baseline shows steadier dynamics, with most monthly shifts in the 1–8% range and a larger drop in September (−29% vs August).
  • Seasonal patterns:
  • Q4 2024 dipped in November then firmed in December.
  • Q1–Q2 2025 were relatively stable to slightly easing.
  • Q3 2025 trended down, culminating in the lowest month in September.

Positioning versus market

  • Including all months, Education in France is above market on average due to an extreme September outlier. Using October–August, it is slightly above average and broadly in line with overall trends.
  • Volatility is consistently above market, with several large swings and a pronounced September divergence from the global pattern (global low vs France high).

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Education and France helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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.

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

France Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday (Alsace & Moselle)
Apr 21Easter Monday
May 1Labour Day
May 8Victory in Europe Day
May 29Ascension Day
Jun 9Whit Monday
Jul 14Bastille Day
Aug 15Assumption Day
Nov 1All Saints' Day
Nov 11Armistice Day
Dec 25Christmas Day
Dec 26Saint Stephen's Day (Alsace & Moselle)

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)

Potential Advertising Impact

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.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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