Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
France’s Facebook Ads CPMs ran markedly below the global benchmark throughout the period, but the story isn’t just “cheap inventory.” It’s a market with sharp bursts of cost pressure that quickly recede, producing a choppy rhythm across the year. March and November stood out as brief spikes, while both Januarys bookended the window with the lowest costs. 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 January 2025 to January 2026, France’s CPM averaged $9.67, well below the $19.81 global average. The period opened at $4.94 (Jan 2025) and closed nearly flat at $4.91 (Jan 2026, −1% versus the start). The local high came early at $16.72 in March, more than triple January levels. After that surge, costs cooled into a mid-year plateau between roughly $8.90 and $11.45 through October. November delivered a second jump to $12.91 before a sharp December reset to $7.63 and a fresh low in January 2026.
Volatility was pronounced. France’s average month-to-month swing was $2.90, significantly more erratic than the global benchmark’s $1.63. The steepest moves clustered around the March spike (+$8.52 vs February) and the late-year whipsaw (−$5.28 from November to December, then −$2.72 into January 2026). Overall range in France spanned $4.91 to $16.72 (an 11.8-point spread), wider than the global range (15.74 to 25.22; 9.5 points).
Seasonality showed up, but with a local twist. France’s Q1 ramp culminated unusually early in March, then settled into a comparatively steady Q2–Q3 band. Q4 reflected typical auction pressure with a November rise, but the December pullback was sharper than the global pattern. By quarter, France hovered in a tight corridor: Q1 averaged $9.95, Q2 $10.72, Q3 $9.66, and Q4 $9.94—suggesting a market that compresses quickly after spikes rather than sustaining elevated CPMs.
Globally, seasonality was more textbook: a gradual climb from Q1 ($18.29) to Q4 ($22.98) with the highest point in November, followed by a mild December ease and a bigger January reset.
France’s CPMs consistently undercut the market. On average, France was about 51% below the global benchmark. The gap narrowed to its tightest point in March (−13% vs global) when France peaked; it widened materially in January (−72%) and again in December (−65%). Through most months, France trailed global levels by roughly 45–60%.
Trend-wise, the global benchmark rose into Q4, peaking in November at $25.22 (+42% vs January), then cooled to $22.04 in December and reset to $15.74 in January 2026. France’s curve was choppier: a rapid lift to March, a mid-year plateau, a November spike, and a decisive December–January retreat back to low single digits.
This CPM analysis offers a clear view of Facebook Ads benchmarks for all industries in France: consistently lower country-specific ad costs than the global average, punctuated by short-lived surges in March and November and sharper late-year reversals. Understanding Facebook Ads CPM benchmarks for all industries in France helps advertisers evaluate country-level pricing dynamics against global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. 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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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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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