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February 2025 - February 2026
Detailed observation of presented data
France’s Facebook Ads click‑through rate (CTR) spent most of the year below the global benchmark, but it wasn’t static: the market climbed through mid‑year, pushed higher in Q3 and into December, then saw a sharp reset in January 2026. The story is one of steady improvement through 2025 with more pronounced swings than the global trend, and a standout late‑summer peak.
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 traced a familiar rhythm. Q1 was soft (average 1.26%), with a brief February lull before March regained momentum. Q2 mixed a strong April with a May trough, then rebuilt into June (quarter average 1.28%). The market strengthened through summer: Q3 averaged 1.47% with a September high at 1.61%. Q4 held that higher plateau, averaging 1.50% and peaking in December at 1.57% — consistent with heightened engagement around year‑end campaigns. January 2026 reset the trend, falling to 0.76%, a seasonal inflection that often accompanies post‑holiday shifts in audience attention and campaign mix.
Globally, the pattern was smoother and consistently rising: from 1.69% in January to 2.10% in December (+24%), with a mild ease in November and only a small dip into January 2026 (2.08%).
Across 2025, France’s CTR trailed the global benchmark by roughly 25% on average (1.38% vs. 1.84%). The gap narrowed during France’s strongest stretch: in September, France was about 15% below global levels (1.61% vs. 1.89%), its closest approach all year. The widest disparity appeared in May, when France was 39% below global CTRs (1.06% vs. 1.76%). Including January 2026, the spread briefly widened to 63% (0.76% in France vs. 2.08% globally). While the global curve rose steadily, France’s path was choppier — a +19% climb from January to December 2025, punctuated by mid‑spring softness and notable rebounds.
Overall, Facebook Ads CTR performance across all industries in France averaged 1.38% in 2025, ranged from 1.06% to 1.61%, and moved more sharply month to month than the global benchmark at 1.84%. Understanding Facebook Ads click‑through rate benchmarks for all industries in France helps advertisers contextualize CTR performance against global patterns and seasonal dynamics.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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