Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Brazil’s Cost Per Thousand Impressions (CPM) ran well below the global benchmark for the 13-month window, but the story is one of late momentum and high proportional volatility. 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.
CPM in Brazil started at about 2.73 in June 2025 and finished at 9.73 in June 2026 — a dramatic lift of roughly 257% from start to finish. Across the period Brazil’s median CPM averaged ~3.32, ranging from a low of 1.77 (August 2025) to a high of 9.73 (June 2026). By contrast the global (baseline) median sat around 20.75, with a narrower range between ~18.80 (June 2025) and 24.21 (November 2025) and an average increase of about +16% over the same interval.
Brazil’s monthly movements included a sharp drop into August 2025, a modest Q4 trough through December (bottoming ~1.86), a rebound in January (~3.13), and two pronounced ramps in late spring 2026: May (≈5.97) and June (≈9.73). Absolute month-to-month swings in Brazil averaged about 1.21 CPM points; globally the absolute monthly swing averaged about 1.48 points — but measured against their means those swings tell different stories. Brazil’s average monthly movement represents roughly 36% of its mean CPM, while the global baseline’s monthly movement is about 7% of its mean, signaling far greater proportional volatility in Brazil.
Seasonal rhythm is visible: Q4 saw softer levels in Brazil as CPMs dipped into November–December, then uplifted in early Q1. The strongest single increases occurred from April→May and May→June 2026, producing the period’s peak. Globally, the benchmark showed a pronounced November high and smaller month-to-month fluctuations, with the global peak in November 2025 and a milder decline into December. Brazil’s pattern reads as low baseline activity through late 2025, then mounting upward momentum into mid‑2026.
Brazil’s CPMs consistently trailed global levels by a wide margin. On average Brazil’s CPM (~3.32) was about 84% below the global average (~20.75). The gap narrowed to its smallest in June 2026, when Brazil’s CPM was roughly 44% of the global level (about 56% below); at its widest in August 2025 Brazil was only about 9% of the global level (roughly 91% below). In absolute terms Brazil’s range (≈1.77–9.73) sits well under the global range (≈18.80–24.21), but Brazil’s relative swings are more pronounced.
Understanding Cost Per Thousand Impressions (CPM) benchmarks for all industries in Brazil provides a clear view of country-specific ad costs and how they compare to global CPM analysis, useful context when reviewing Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, country-specific ad costs and industry ad performance for Brazil.
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 Brazil, advertisers should consider local market factors and user behavior. 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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