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January 2025 - January 2026
Detailed observation of presented data
Across all industries in France, Facebook Ads click-through-rate (CTR) spent most of the year below the global benchmark, but the story wasn’t flat. The market dipped hard in late Q2, rallied through Q3, wobbled in October–November, and finished with a decisive December uplift. Volatility was notably higher than the global trend, with several sharp swings that punctuated the year’s gradual upward slope.
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’s CTR began the year at 1.32% in January and ended at 1.62% in December, a +22% lift over the period. The annual average landed at 1.38%, with a high of 1.62% in December and a low of 1.06% in May — a 0.56-point spread, roughly 40% of the average. Month to month, the market moved sharply: average absolute change was 0.18 points, about 2.7x the global baseline’s 0.07 points.
The year’s rhythm was clear:
Globally, CTR averaged 1.84% (range 1.66% to 2.12%), with a smoother ascent across the year and a strong Q4 push.
Seasonality shows up in the cadence: choppy Q1, a spring build, and a sharp May soft spot that gave way to a durable Q3 recovery. Performance typically tightens in Q4 as competition rises; France mirrored that pattern with an October–November dip before December’s broad holiday lift restored the highs. The September-to-December stretch defined the year’s upswing, even as intra-quarter movements were more jagged than the global average.
France tracked below market throughout. On average, French CTRs (1.38%) trailed the global benchmark (1.84%) by 0.46 points — roughly 25% lower. The gap narrowed at times: April and September were the closest points (about 15–16% below global). It widened materially in February (−34%) and especially May (−39%), when France hit its trough while the global series remained steadier.
Momentum diverged slightly as well: global CTR rose about +26% from January to December, versus France’s +22%. Range-based volatility was also higher in France (0.56 points vs. 0.46 points globally), with larger month-to-month shifts.
In short, Facebook Ads CTR performance for all industries in France was consistently below the global benchmark, with a marked May low, a strong Q3 rebound, and a year-ending December high. Understanding Facebook Ads benchmarks and CTR performance for all industries in France helps marketers gauge engagement levels and compare country-specific results to global patterns.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average 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. 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.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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