Compare CPM benchmarks by industry, region, and campaign type.
September 2025 - August 2026
Benchmark observations based on the selected data
The headline: Brazil’s cost per thousand impressions (CPM) sits far below the global benchmark but is markedly more volatile, with a sharp late‑spring spike that shifts the year’s story from steady low costs to elevated competition. 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.
Brazil’s median CPM for All industries averaged roughly $3.46 across the 13‑month window (July 2025–July 2026), starting at $4.03 in July 2025 and finishing at $6.76 in July 2026 — a 68% lift from start to finish. The local series ranged from a low of $1.77 (August 2025) to a high of $7.45 (June 2026). Most of the year sat in a narrow band around $2–$3 CPM, punctuated by a dramatic run-up in May–June 2026: April’s $2.37 jumped to $5.96 in May (+152%), then to $7.45 in June (+25%), before easing to $6.76 in July (−9%). Other notable moves include the early trough (Aug–Dec 2025) with sub‑$2 CPM months and a mid‑winter uptick to $3.13 in January 2026.
By contrast, the global (baseline) CPM averaged about $20.59 over the same months, with a narrower range ($16.47–$24.26) and steadier monthly rhythm. Brazil’s absolute values are small in comparison, but the month‑to‑month swings tell a different story about market dynamics.
Seasonality shows two clear phases. Late‑summer into Q4 2025 saw softer CPMs in Brazil (August–December largely below $2.5), a rhythm that resembles a Q3 softness and Q4 lull. Early Q1 2026 produced a rebound into the low $3s, followed by a spring build that exploded into May–June. The May–June spike represents the year’s dominant momentum shift — a concentrated period of rising CPMs rather than a gradual seasonal climb. After June’s peak there’s a modest pullback into July, but the series remains elevated relative to the prior nine months.
The global baseline follows a more typical pattern of Q4 competition and a Q1 normalization, but with smaller proportional swings; peaks and troughs are present but muted relative to Brazil.
Across the period Brazil trailed the global CPM benchmark by a wide margin. On average Brazil’s CPM was about 83% below the global average (Brazil ≈ $3.46 vs global ≈ $20.59). Month‑by‑month the gap narrowed and widened: the widest gulf occurred in August 2025 when Brazil’s $1.77 was roughly 91% below the global level; the narrowest gap appeared in July 2026 when Brazil’s $6.76 was about 59% below the global CPM. Volatility amplifies that gap dynamic — Brazil’s monthly standard deviation sits near $1.9 (≈55% of its mean), while the global series shows a standard deviation near $2.2 (≈10% of its mean), meaning Brazil is materially more volatile in proportional terms.
Understanding Facebook Ads CPM benchmarks for All industries in Brazil provides a clear view of country‑specific ad costs and CPM analysis that contrasts sharply with global trends and highlights distinct seasonal and momentum patterns in Brazil’s advertising marketplace.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC may rise around Carnival and Independence Day as social activity increases. Competition may rise on Children's Day (Oct 12) and Black Friday. December (Christmas) may increase e-commerce traffic and CPMs. Extended holiday weekends may change ad engagement patterns.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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