App download rate benchmark / assumption

Hi everyone,

I’m preparing a Meta Ads campaign for a new client.

• Industry: Tourism
• Target audience: France
• Objective: Free app downloads

For my assumptions, I’m using a 1.5% CTR. I’m now trying to estimate the app download rate based on the number of ad clicks.

Do you have any benchmarks or experience with the click-to-install rate for Meta Ads campaigns targeting France?

I’ve seen figures around 8%, but that seems quite high to me, especially for a cold acquisition campaign.

Any benchmarks, assumptions or real-life experience would be really helpful.

Thanks in advance for your help!

Marie