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November 2024 - November 2025
Detailed observation of presented data
Across Facebook Ads benchmarks, France’s click-through rate trailed the global median for most of the year, but the story is more dynamic than a simple gap. CTR across all industries in France slipped early, carved out a clear low in May, then rallied for five straight months into an October high before easing in November. The pattern contrasts with a steadier global climb that set new highs in Q4. Volatility is the other headline: France moved in bigger monthly swings than the global benchmark, producing a choppier journey to similar seasonal landmarks.
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 median CTR started at 1.50% in November 2024 and ended at 1.42% in November 2025, a modest 5% decline over the period. The average across the 13 months was 1.37%, with a low of 1.06% in May 2025 and a high of 1.61% in October 2025. Monthly volatility averaged 0.17 percentage points, driven by sharp drops in December (−0.25 points) and May (−0.36 points), followed by pronounced rebounds in March (+0.26 points) and June (+0.27 points). From the May low to the October peak, France’s CTR rose 52%, a sustained climb that defined the middle of the year.
By contrast, the global median averaged 1.82%, ranging from 1.66% in February to 2.04% in November 2025. The global path rose more consistently, up 16% from November to November, with smaller month-to-month moves (0.05 points on average versus France’s 0.17).
Late Q4 2024 was soft in France (1.50% in November sliding to 1.26% in December). Early Q1 showed mixed signals, with a brief lift in January (1.32%) before a February dip to 1.09%. Spring steadied into April (1.43%) before the steep May correction (1.06%), which set up a multi-month rebound: June through October rose almost uninterrupted, culminating in the annual high of 1.61% in October. November pulled back to 1.42%, even as global CTRs pressed to a new high, a reminder of how engagement can diverge locally around year-end.
These rhythms align with familiar auction and audience dynamics: performance typically softens through Q4 as competition rises, with engagement often rebounding in early Q1 and building through mid-year. France followed that arc but with deeper troughs and taller rebounds than the market.
Relative to global Facebook Ads benchmarks, France remained below market throughout the period. On average, France’s CTR was about 25% lower than the global median (1.37% vs. 1.82%). The gap was narrowest in November 2024 (−14%) and widest in May 2025 (−40%), tightening through September (−16%) and October (−21%) before widening again in November 2025 (−30%). While the global trend rose steadily (+16% year over year), France’s line was choppier (−5%), with more pronounced month-to-month swings—over three times the global volatility.
In sum, Facebook Ads click-through rate benchmarks for all industries in France show a below-market, more volatile profile: a pronounced mid-year trough, a strong late-summer rebound, and a softer November finish versus global highs. Understanding CTR performance in France—and how it compares to worldwide patterns—helps ground country-specific ad costs discussions and frames related CPC trends and CPM analysis for advertisers assessing engagement across markets.
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.
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