Facebook Ads Cost Per Purchase Benchmarks in France

Introduction

France ran consistently above the global benchmark on cost per purchase in 2025, with a clear story: a soft Q1, a sharp spring lift, an elevated plateau through summer, and a pronounced October spike before easing into year‑end. Month-to-month swings were notably sharper than the global trend, but the year closed only slightly below where it began. 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.

The story in the data

Starting at 61.25 in January and ending at 58.10 in December, France’s cost per purchase fell 5% across the year, yet remained elevated versus the world throughout. The annual average landed at 65.8, compared with a 51.4 global average—about 28% higher.

Highs and lows were pronounced. The annual low arrived in March at 56.60, followed by a sharp April jump to 72.46 (+28% month over month). The market reached its peak in October at 82.91 before falling back to 64.40 in November and 58.10 in December. France’s monthly volatility averaged 7.5 points, roughly four times the global benchmark’s 1.8—evidence of a choppier local market.

On a quarterly rhythm, Q1 averaged 58.3, then costs stepped up and stayed elevated: Q2 at 68.2, Q3 at 68.2, and Q4 at 68.5. Within that plateau, August (72.70) and September (72.63) held steady at high levels, with October’s surge standing out as the peak month.

Seasonal and monthly dynamics

The pattern tracked familiar seasonality with a twist. Early-year purchasing costs were comparatively soft in February–March before a spring lift in April. Summer maintained higher levels, with brief relief in July (59.12) before rebounding into August and September. October marked the year’s most expensive month, after which costs receded in November and December—still higher than Q1 but well below the October peak.

Globally, seasonality skewed in the opposite direction: costs trended down more steadily through the year, with the lowest levels in November and December.

France vs. Global

France stayed above market every month. The premium over the global benchmark ranged from just +4% in February to +57% in October, averaging about +28% for the year. While the global line declined 15% from January to December (53.25 to 45.08), France dipped only 5% (61.25 to 58.10), creating a divergent arc: steady global softening versus a higher, more volatile French plateau.

The spread was narrowest in late winter (February–March at +4% to +7%) and widened sharply from spring onward, holding at +27% to +38% across April–September before stretching to +57% in October and closing the year at +29% in December.

Closing

In short, Facebook Ads benchmarks for cost per purchase in all industries in France show a higher-cost, more volatile year than the global trend—soft in Q1, elevated from spring onward, and peaking in October before easing into the holidays. Understanding cost-per-purchase dynamics in France helps benchmark country-specific ad costs and compare industry ad performance to global patterns.