See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
France’s cost per purchase ran consistently above the global benchmark and moved with sharp swings across the year. The story centers on a dramatic Q1 spike, a May trough, and a summer rebound that kept costs elevated into October. Compared with the steadier global curve, France showed a wider range and faster month-to-month shifts, with standout highs in January and July counterbalanced by a brief dip in May.
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 cost per purchase averaged about €132 (median €135), starting at €131.62 in November and ending higher at €151.48 in October (+15% from start to finish). The year’s high arrived in January at €205.83, while the low hit in May at €57.43—a nearly 3.6x swing between extremes. December softened to €77.64 before the January surge; costs eased through March (€115.90), lifted in April (€145.97), then dropped to the May low. From there, France rebounded sharply in June (€137.34), peaked again in July (€162.39), and settled into a mid-€120s to €150s band through early autumn.
Volatility was notable: average month-to-month movement was roughly €51, about 39% of the full-period mean. The largest swings clustered around December to January (+€128) and April to May (−€89), underscoring a choppy cadence rather than a smooth drift.
The pattern reflects familiar seasonal pushes and pulls in Facebook Ads benchmarks. Q1 was the priciest quarter on average (about €153), anchored by the January spike. Q2 cooled (about €114) due to May’s trough, which was the only month that flirted with near-market levels. Q3 re-accelerated (about €140), with July standing out, while Q4 remained mixed: October and November were elevated, but December undercut the trend.
In broader platform norms, competition often tightens in late Q4 and early Q1, with intermittent resets later in spring—France mirrored the momentum but with outsized amplitude.
Relative to the global benchmark, France was consistently above market in every month. On average, France’s all-industry cost per purchase was roughly €132 versus a global €49.5—about 166% higher. The gap ranged from a narrow +12% in May to a wide +295% in January. While the global curve stayed in a tight €43–€54 band with minimal volatility (about €2.4 average monthly change), France moved more than 20 times as much on a monthly basis, highlighting more abrupt shifts in country-specific ad costs. Over the same period, the global median rose modestly (~+7%), whereas France finished the year higher (+15%) but via a much choppier path.
Taken together, these Facebook Ads benchmarks show that cost per purchase for all industries in France remains well above global levels and notably more volatile. Understanding cost-per-purchase dynamics—alongside CPC trends, CPM analysis, and CTR performance—helps frame country-specific ad costs and benchmark industry ad performance in France against global patterns.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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