Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Across the dataset, cost-per-thousand-impressions (CPM) for All industries in All countries tracked exactly with the global benchmark for the 13-month window from July 2025 to July 2026. The headline: CPMs averaged about $20.59, climbed into a late‑2025 peak, dipped sharply in December, rebounded through spring 2026, then fell to the year’s low in July 2026. 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 All countries compared to the global benchmark.
Starting at $18.86 CPM in July 2025 and finishing at $16.47 in July 2026, the series shows a net decline of roughly 12.7% from the opening month to the closing month. The high point was $24.26 in November 2025 (about a 28.7% lift vs. July 2025), and the low point was $16.47 in July 2026 (roughly 32% below the November peak). Over the full period the mean CPM was $20.59, with a population standard deviation of about $2.15 — a moderate level of variability around the central tendency.
Month-to-month movement was notable: average absolute monthly change was about $1.92, equivalent to an average absolute swing near 9% per month. The largest single-month moves were the +$4.16 jump into November 2025 (+20.7%) and the -$5.52 drop into July 2026 (-25.1%). Outside those outliers, movements were smaller but persistent — several 3–6% rises and falls across the winter-to-spring months.
Seasonality shows a late‑year bulge and an early-summer trough. CPM rose through autumn into a clear November spike, then softened in December. A spring recovery unfolded from February into April 2026, where CPMs sat above the period average before easing through May and June. The closing month, July 2026, marked the deepest trough in the year. Rhythm here is a pronounced Q4 lift followed by a Q1–Q2 rebound and an unusual late‑Q2/early‑Q3 drop.
Because the selected series equals the baseline series, All industries in All countries align perfectly with the global CPM benchmark — the selected market is neither above market nor below average across this window. Volatility (std. dev. ≈ $2.15) and average monthly swings (~$1.92 | ~9% per month) describe the global pattern: periods of sharper spikes (November 2025) and deeper corrections (December 2025, July 2026) punctuate an otherwise moderately variable CPM profile.
Understanding CPM analysis and Facebook Ads benchmarks for All industries in All countries offers a clear view of how industry ad performance and country-specific ad costs moved together across this measurement period.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. 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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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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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Explore how different campaign objectives affect your CPM performance:
See how CPM varies across different geographic markets: