See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Across 2025, cost per purchase in France ran consistently higher than the global Facebook Ads benchmarks, with sharper month-to-month swings and a dramatic October spike before a year-end cooldown and an early-2026 reset. The French market averaged notably above the worldwide level and showed a clear spring lift, late-summer strength, and a pronounced Q4 peak-to-trough sequence. 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.
France showed a soft Q1 (February–March at the yearly low), followed by a spring jump in April and elevated summer-to-early-fall levels, particularly August and September. October marked the clear peak, after which costs cooled through November and December. The early Q1 reset in January 2026 aligned with broader seasonal patterns where performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1.
France sat above market every month in 2025. The gap was narrowest in February (+4% vs. global) and widest in October (+57%). On average, France’s CPP was 27% higher than the global benchmark across the year (65.8 vs. 51.7). While the global line drifted lower from January to December (−10%), France declined more gently over that span (−6%) but did so with greater turbulence. The halves also diverged: France’s H2 average rose about 8% vs. H1 (68.4 vs. 63.2), whereas the global H2 eased roughly 4% (50.6 vs. 52.7). January 2026 delivered matching resets: −46% in France and −47% worldwide.
Understanding Facebook Ads cost-per-purchase benchmarks across all industries in France highlights a higher-cost, more volatile market compared to global CPP trends, with a spring surge, late-summer strength, an October peak, and a pronounced year-end cooldown. These country-specific ad costs provide a clear view of CPP dynamics in France relative to the global benchmark.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. 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.
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.
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.
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.
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.
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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