Compare Facebook Ads costs and performance metrics across industries and regions.
September 2025 - August 2026
Benchmark observations based on the selected data
France’s cost-per-thousand-impressions (CPM) moved very differently from the global baseline over the 13-month window. Overall, French CPMs ran materially lower than the global benchmark for most of the period, showed a Q1 softness and intermittent mid-year lifts, and then finished with an abrupt spike in July 2026. 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.
France started the period at a CPM of about 7.47 and finished at 21.74 — a roughly +191% change from July 2025 to July 2026. Across the full period France’s median CPM averaged approximately 8.06, with a low of 4.69 in February 2026 and a high of 21.74 in July 2026. By contrast, the global baseline averaged roughly 20.59 over the same months, with a band from about 16.47 to 24.26.
Key monthly movements: France dipped through late 2025 and hit its nadir in Feb–Apr 2026 (4.69–5.35), rebounded into mid‑year, reached a local peak in June 2026 (~10.41), and then more than doubled month‑over‑month into July 2026. The July spike is the single most conspicuous outlier of the series.
Volatility: France’s month‑to‑month absolute change averaged roughly €2.53 per thousand impressions, compared with about €1.92 for the global baseline — roughly 32% higher monthly swings in France during this window.
A seasonal rhythm appears: early Q1 (Jan–Apr 2026) carries the softest CPMs in France, with the trough in February. Late Q4 (Nov 2025) shows a modest lift (France ~9.94) that mirrors a stronger global Q4 peak (global ~24.26), though France’s lift is far smaller in magnitude. Mid‑year produced a two‑stage uptick — a June rise followed by the extreme July 2026 surge — interrupting a generally low first half of 2026.
Overall, the series reads as a low‑baseline market for most months with punctuated pockets of abrupt uplift rather than a smooth cyclical climb.
Across the year France’s CPM ran well below global levels for most months. On average France’s CPM was about 39% of the global benchmark (France ~8.06 vs. global ~20.59), meaning France trailed global CPMs by roughly 60–61% on average. Monthly ratios ranged widely — France was as low as ~23% of global in April 2026 and February–March 2026, and as high as ~132% of global in July 2026 when France exceeded the baseline. The global baseline displayed steadier movement and a higher absolute level, while France showed more concentrated volatility and a dramatic late spike.
This quantitative view of CPM trends for All industries in France — framed against global CPM analysis — highlights how country‑specific ad costs can diverge sharply from Facebook Ads benchmarks and broader CPM analysis. Understanding country-specific ad costs for All industries in France provides a clear lens on industry ad performance and CPM trends compared to global patterns.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting France, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Late November (Black Friday/Cyber Monday), December (Christmas & post‑Christmas sales), May–June (spring sales)
Leisure and travel campaigns may raise CPM and CPC during spring holidays. May 'ponts' (bridge days) may create long weekends with lower weekday ad inventory. Ad competition increases in late November and December. Christmas may bring peak ad volumes.
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