Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Australia’s cost-per-thousand-impressions (CPM) pattern ran below the global benchmark across the 13-month window, with choppier swings and sharper troughs. 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 available in Australia compared to the global benchmark.
CPM in Australia began at about 14.56 in June 2025 and finished at roughly 10.94 in June 2026 — a net decline of about 25% year‑over‑year. The monthly median across the period settled near 14.26, while the global benchmark averaged roughly 20.75 CPM, making Australia about 31% below the global level on average. Australia’s highest point was 21.73 in November 2025 (a clear seasonal spike), with a secondary peak at 20.60 in April 2026. The low was 9.18 in May 2026, with other troughs near 10.86 (Dec 2025) and 10.94 (Jun 2026). Month-to-month movement averaged an absolute change of ~3.90 CPM — noticeably larger than the global average monthly swing of ~1.48 CPM.
The timeline shows a distinct rhythm: a moderate spring/summer baseline in mid‑2025 (June–October around 13.5–15.9), a steep uplift into November 2025 (21.73), then a rapid fall into December (10.86). Early 2026 ran in the low‑teens (Jan–Mar ~12–13), a second large peak arrived in April (20.60), followed by the year’s minimum in May (9.18) and a small recovery into June (10.94). Those two pronounced spikes (November 2025 and April 2026) punctuate a generally lower-cost environment but with abrupt rebounds and declines rather than a smooth curve.
Across months Australia trailed the global CPM by a wide margin — typically 20%–60% lower. At its narrowest gap (November 2025) Australian CPM was about 10% below the global peak that month; at its widest (May 2026) Australia ran roughly 60% below the global CPM. While the global benchmark rose modestly from ~18.80 in June 2025 to ~21.90 in June 2026 (+~16%), Australia moved in the opposite direction overall (−~25%). Volatility underscores that contrast: Australia’s average monthly absolute CPM change (~3.9) was about 2.6 times the baseline market’s monthly movement (~1.5), indicating a more volatile, stop‑start pattern in country‑specific ad costs.
This data-driven snapshot of CPM analysis ties into broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance context and country-specific ad costs. Understanding cost-per-thousand-impressions benchmarks for all industries in Australia clarifies how local industry ad performance compares to global patterns and seasonal demand cycles in the United States and other markets.
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. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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