Facebook Ads CPM Benchmarks in Brazil

Introduction

Brazil’s Facebook Ads CPMs ran far below global levels throughout the period and followed a markedly different rhythm. While the global market built toward a classic Q4 spike before cooling in January, Brazil peaked early and then eased steadily through the second half of the year—ending at new lows. Volatility was modest in dollars but pronounced relative to Brazil’s low base, with a few sharp monthly swings punctuating an overall downtrend.

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 Brazil compared to the global benchmark.

The story in the data

Cost per thousand impressions (CPM) in Brazil started 2025 at $3.39, jumped to a yearly high of $5.26 in February, then staged a second, smaller crest in May at $5.17. From there, CPMs trended down almost uninterrupted, reaching $1.77 in December and falling further to $0.95 in January 2026. Across the 13-month window, Brazil averaged $3.33 CPM, with a peak-to-trough slide of roughly 82% (February to January 2026) and a January-to-January decline of about 72%.

Month-to-month movement highlighted the choppiness beneath the decline. February’s +55% lift was followed by a -27% pullback in March; June marked the steepest midyear reset at -40% versus May, while July briefly rebounded (+40%) before the downtrend resumed. Average absolute monthly change was $0.94, or about 28% of Brazil’s average CPM—underscoring relatively high swing intensity given the low price level.

Globally, CPMs averaged $19.81—about 83% higher than Brazil’s—and followed a smoother arc: steady gains into Q4, a peak at $25.22 in November, and a seasonal cool-off to $15.74 in January 2026. Global absolute monthly volatility averaged $1.63 (about 8% of its mean), lower in relative terms than Brazil’s.

Seasonal and monthly dynamics

Brazil’s pattern leaned front-loaded. The market saw early strength (February and May crests), a June correction, and a brief July rebound before CPMs softened consistently through Q3 and Q4. The year’s softest stretch arrived in December and January, with sub-$2 CPMs and a new trough at the start of 2026.

By contrast, the global CPM analysis reflects typical seasonal pressure: steady firming from late summer into Q4, a pronounced October–November surge, and a predictable January reset. Brazil diverged from that template—easing through Q4 while the global market tightened—suggesting local auction dynamics that muted end-of-year inflation in CPMs.

Brazil vs. Global

Throughout the period, Brazil’s CPM trailed the global benchmark by 70–94%. The narrowest gap came in February (about 71% below global), when Brazil briefly lifted; the widest gap appeared in January 2026 (about 94% below global) as Brazil drifted to its low while the global market retraced from holiday highs. Trendwise, the global benchmark climbed into Q4 before cooling (-28% from December to January), whereas Brazil declined more persistently (-48% from January to December, then -46% into January 2026). In relative terms, Brazil was more volatile (28% of average vs. the global 8%), even as its dollar swings were smaller.

Closing

Seen through Facebook Ads benchmarks, CPMs across all industries in Brazil remained significantly below the global average, with early-year peaks giving way to sustained second-half softness and a widening gap into January. Understanding CPM analysis and country-specific ad costs for all industries in Brazil helps marketers gauge how local auction pricing compares to global industry ad performance trends.