Understand how your CPC compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
E-commerce cost-per-click in France ran consistently below the global benchmark, but with sharper month-to-month swings. From late 2024 into 2025, France’s CPC traced a trough-to-peak-to-cooldown arc: a soft Q1, a sudden Q2/Q3 surge, then a reset heading into Q4. Against a relatively steady global market, France’s pattern was more dramatic—cheaper on average, yet more volatile, with standout spikes in May and July.
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 E-commerce in France compared to the global benchmark.
Across the 12-month window (Nov 2024–Oct 2025), France’s E-commerce CPC averaged 0.61, ranging from a low of 0.41 in March to a high of 0.88 in July. It began at 0.73 in November 2024 and ended at 0.56 in October 2025, a 24% decline across the period. The midpoint of the year carried the drama: after hovering near the floor in March–April (0.41–0.44), CPC leapt 70% in May to 0.74, slid back to 0.53 in June, then spiked again to the annual high in July (0.88) before easing to 0.80 in August and retreating 32% in September (0.54). October held near that level at 0.56.
Volatility in France averaged 0.14 points per month (absolute month-over-month change), significantly choppier than the global series at 0.05. The France range from low to high spanned 0.47 points—more than double the amplitude seen in the global benchmark over the same months.
Seasonality was visible but magnified. Q4 2024 opened elevated for France (0.73 in November, 0.71 in December), then CPC eased through Q1 to a March low (0.41). Typical midyear tightening turned into an outsized rally: April to July more than doubled (+102%), with May and July as the key inflection points. Late summer remained elevated (0.80 in August) before a pronounced September correction. Entering Q4 2025, pricing stabilized around the mid-0.50s, still below prior-year holiday levels.
These rhythms align with broader Facebook Ads benchmarks—costs often soften in early Q1, firm through midyear, and fluctuate with late-summer and Q4 demand—but France’s E-commerce CPC showed a more amplified cadence in 2025.
Relative to the global benchmark, France was materially cheaper throughout. France’s average CPC (0.61) sat 47% below the global average (1.14). The gap fluctuated meaningfully: the narrowest spread arrived in July (France 0.88 vs. global 1.07, about 18% lower), while the widest appeared in March (0.41 vs. 1.14, about 64% lower). Globally, CPC fell from 1.46 in November 2024 to 1.05 in October 2025 (−28%) and moved in small steps; France’s path was choppier, with larger, faster swings. By year-to-date, France edged up from 0.51 in January to 0.56 in October (+10%), contrasting with a steadier global drift.
Overall, the France series demonstrates lower country-specific ad costs for E-commerce, sharper intra-year volatility, and midyear spikes that temporarily closed the distance to global industry ad performance.
Understanding Facebook Ads benchmarks for cost-per-click helps frame CPC trends for E-commerce in France against global patterns, providing a clear read on country-specific ad costs and how they diverge from broader industry ad performance.
Insights & analysis of Facebook advertising costs
Cost Per Click (CPC) is the amount advertisers pay each time a user clicks on their Facebook ad. In the E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.
CPC (Cost Per Click) is what you pay each time someone clicks on your ad, on any Facebook Ads placement. It's calculated by dividing your total spend by the number of clicks received. Facebook Ads lists Clicks, Link Clicks and Outbound Clicks separately. The former is the sum of all types of clicks (including, for example, clicks to your profile page, to a link or to a comment).
The truth is that varies, so play with our tool to get some benchmarks that are relevant to you. CPC values are highly dependent on the region, industry and campaign objective. The US is one of the most expensive markets.
Several factors affect CPC: your audience targeting, competition in your industry, ad relevance score, and creative performance. If your ad isn't getting engagement or relevance is low, CPC tends to spike.
CPC spikes usually happen because of increased competition in your target audience, seasonal trends (like holidays), poor ad relevance scores, or algorithm changes. Check if your audience targeting has become too narrow or if your creative is showing fatigue.
Yes, there's a noticeable difference between platforms. Mobile CPCs often run lower than desktop. How many times do check Instagram on your phone and how often do you open it in your computer? There's simply much more mobile inventory. Tip: segment your performance data by placement to understand where your clicks are coming from. Spoiler: it's likely all mobile.
For most businesses, optimizing for conversions will deliver much better ROI than focusing purely on CPC. A low CPC is meaningless if those clicks don't convert. However, if you're running awareness campaigns or some kind content promotion, CPC optimization might potentially make sense, although most experts have switched to conversion optimization by now.
Your specific audience targeting, creative quality, bidding strategy, and account history all influence your CPC. Industry averages provide a reference point, but your historical performance is a more reliable benchmark for setting expectations and measuring improvement.
Instagram CPCs are generally slightly higher due to stronger purchase intent and higher competition among advertisers. But it depends on the audience and creative.
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