Facebook Ads CPM Benchmarks

Introduction

Global CPMs told a familiar story this cycle: a holiday peak, a sharp Q1 reset, and a steady rebuild into an autumn surge. Cost per thousand impressions (CPM) began high in November 2024 at $24.05, fell through December and bottomed in January 2025 at $17.80, then climbed back toward a year-high in November 2025 at $24.72. Across all industries and all countries, the year paced within a relatively tight band for most months, punctuated by bigger Q4 moves. 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 across all countries compared to the global benchmark.

Section 1: The story in the data

From November 2024 to November 2025, CPMs rose a modest 2.8% (from $24.05 to $24.72), masking a more dynamic intra-year rhythm. The average CPM over the period was $20.10. The low came in January 2025 at $17.80 (about 11% below the average), while the high arrived in November 2025 at $24.72 (about 23% above average), a $6.92 range—roughly 34% of the mean.

Month-to-month moves averaged $1.39, or about 6.9% of the mean, indicating moderate volatility. The largest declines occurred during the holiday-to-Q1 reset: -15% from November to December, then -13% into January. The rebound was incremental: +1% in February, +6% in March, and a small giveback in April (-3%). Mid-year mostly hovered in a tight corridor around $19–20: May ($19.59), June ($19.42), July ($19.12), August ($19.98), and September ($19.36). Momentum built again in Q4 with a +9.8% lift in October to $21.26 and a further +16.3% jump in November to the period’s high.

Across 2025, the YTD average through November was $19.71, with H1 averaging $18.74 and the H2 run-up (July–November) averaging $20.89—an 11.5% step-up from the first half.

Section 2: Seasonal and monthly dynamics

The shape of the curve reflects classic Facebook Ads benchmarks: elevated Q4 pricing, a January trough as demand normalizes, and a measured ascent into late Q3 and early Q4. The late-2024 surge gave way to a two-month reset, after which CPMs stabilized within a narrow mid-year band. October and November 2025 then re-accelerated decisively, consistent with seasonal competition and the annual auction intensity that typically lifts country-specific ad costs in the lead-up to peak retail periods.

Section 3: Country vs. Global

Because this view aggregates all industries across all countries, the selected series is, by definition, at parity with the global benchmark throughout the period. The gap to global CPMs was zero in every month, and volatility was identical: an average absolute month-to-month move of $1.39, bookended by the same January low ($17.80) and November high ($24.72). The global trend rose slightly year over year (+2.8% from November to November) and displayed the same seasonal cadence: Q4 strength, Q1 softness, mid-year stability, and a pronounced Q4 climb.

Closing

This CPM analysis of Facebook Ads benchmarks for all industries across all countries highlights a year framed by a Q1 reset and a strong Q4 rally, with most months anchored near a $20 average. Understanding global country-specific ad costs and the underlying CPM trends helps marketers gauge how their results align with broad, all-industry performance patterns worldwide.