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October 2025 - September 2026
Benchmark observations based on the selected data
France’s click‑through-rate (CTR) trend tells a clear story: steady engagement but consistently below the global benchmark, with notable monthly 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.
Across July 2025–July 2026 France’s median CTR averaged about 1.33%, starting at 1.27% in July 2025 and finishing at 1.37% in July 2026 — an overall lift of roughly 8.3% year‑over‑year. The high point was January 2026 at ~1.68%, and the low point was August 2025 at ~1.01%, a range of about 0.67 percentage points. By contrast, the global (baseline) median CTR averaged about 2.04% over the same period, rising from 1.87% to 2.34% (+~25%).
Month‑to‑month movement in France featured sharper swings than the market. Absolute monthly changes averaged ~0.19 percentage points in France versus ~0.08 points for the global baseline, indicating roughly 2.3× greater monthly volatility. Key moves include the steep rebound from August 2025 (1.01%) into September (1.41%), the January 2026 peak (1.68%), and the pullback into June 2026 (1.12%) before recovering into July.
Rhythm in the data shows a soft late‑summer trough (August 2025), a recovery into autumn, and a pronounced January uplift — likely campaign cadence or calendar effects — followed by a choppy spring. The highest single month for global CTRs arrives in July 2026 (2.34%), while France’s strongest month is January 2026 (1.68%). June 2026 registers as a relative weakness for France (1.12%), interrupting an otherwise mid‑range spring.
France trailed global CTRs across every month, averaging ~35% below the global benchmark (France 1.33% vs global 2.04%). The gap ranged from a narrow ~20% below in January 2026 (France 1.68% vs global 2.11%) to a wide ~47% below in August 2025 (France 1.01% vs global 1.88%). While the global trend showed a steadier rise (+~25% over the year), France’s path was choppier (+~8%), reflecting higher short‑term volatility even as averages remained lower than market levels.
Understanding Facebook Ads click‑through‑rate benchmarks, CPC trends, and CPM analysis for all industries in France provides a clear comparison point for CTR performance and broader country‑specific ad costs and industry ad performance in France.
Facebook advertising cost benchmarks
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the 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. Why we use median instead of average A small share of campaigns has extremely high CTRs. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result. 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 CTR 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.
CTR (Click-Through Rate) is the percentage of people who click an ad after seeing it. Calculate it by dividing total clicks by total impressions, then multiplying by 100. A high CTR can indicate that an ad resonates with its audience and may improve relevance score, which can lower overall costs.
Average Facebook ad CTR across industries is around 0.90-1.10%. Use your industry, audience targeting, and campaign objectives when choosing a benchmark.
Low CTR can result from audience targeting, creative, or a mismatch between ad content and audience needs. Check whether the visuals draw attention, the copy addresses clear pain points, and the targeting reaches people interested in the offer.
CTR is useful in context. A high CTR can signal that creative works, but it does not guarantee conversions. Review it with metrics such as conversion rate.
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