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November 2024 - November 2025
Detailed observation of presented data
Across the past 12 months, France’s cost per purchase sat well above the global Facebook Ads benchmarks, marked by sharp month-to-month swings and big seasonal moves. The headline: all-industry cost per purchase in France averaged 131, versus a 49 global baseline — roughly 2.7x higher — with a dramatic January spike, a May trough, and a late-year lift. Volatility was a defining feature: France’s monthly shifts were about nine times choppier than the global trend, with multiple double-digit swings. 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 period opened at 118 in November 2024 and closed at 153 in October 2025, a net rise of about 29%. The year’s high came in January (206), followed by another elevated read in July (162). The low point hit in May (57), creating a wide 148-point range between peak and trough. On average, France’s cost per purchase was 131, compared with a 49 global average.
Monthly movement told a restless story. December fell 35% from November, then January surged 165% month-over-month — the standout spike of the year. After that, costs cooled through March (−33% Feb, −16% Mar), lifted in April (+26%), then dropped sharply into the May low (−61%). A strong rebound arrived in June (+139%), with a slower pullback through August and September (−13% and −12%), before an October re-acceleration (+24%). The average absolute monthly change was roughly 50 points in France, versus just 2.6 globally; in percentage terms, swings averaged 49% in France compared with 5% worldwide — a markedly more volatile market.
Seasonality showed a distinctive rhythm. Q1 was the most expensive stretch, led by the January spike and still-elevated February. Q2 softened, culminating in the May low, before rebounding into early summer. Q3 stayed relatively high but eased month by month, and early Q4 (October) saw costs climb again. While global costs typically firm into Q4 and moderate through midyear, France’s pattern inverted at year-end, with December unusually soft relative to November, then a pronounced reset higher in January.
France remained above market every month. The average gap was significant — about 166% higher than the global benchmark. At its narrowest, France was just 12% above global levels (May). At its widest, the gap stretched to 295% in January. The global series was comparatively steady, ranging from 43 to 54 and averaging 49. France spanned 57 to 206 and averaged 131. Where the global curve was mostly flat (+2% from November to October), France’s curve rose +29% and was substantially more volatile.
In sum, Facebook Ads cost-per-purchase benchmarks for all industries in France point to a high-cost, high-volatility environment versus the global baseline: a January peak, a May reset, and a renewed lift into October. Understanding cost per purchase trends for all industries in France helps teams read country-specific ad costs and compare industry ad performance to global CPM analysis, CPC trends, and CTR performance benchmarks.
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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