Facebook Ads CPM Benchmarks for Consumer Goods

Introduction

Consumer Goods CPMs across all countries tracked closely with the overall Facebook Ads benchmarks, but with their own rhythm. Over 13 months, the category ran just below the global average on balance, dipped later than the market in spring, then surged earlier and higher in Q4 before easing into December. Volatility was modest and generally steadier than the market, with a sharper year-end spike that set Consumer Goods apart.

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 Consumer Goods across all countries compared to the global benchmark.

The story in the data

• Starting point and finish: Consumer Goods CPM opened at 18.44 in Dec 2024 and closed at 24.54 in Dec 2025, a 33% lift year over year.
• Average, highs, lows: The category averaged 20.22 for the period, ranging from a low of 18.08 in April to a high of 26.42 in November.
• Momentum: After a flat, low-18 range through June, CPMs climbed to 20.19 in July, held near 20 through September, then accelerated to 22.26 in October and 26.42 in November before easing to 24.54 in December.
• Volatility: Month-to-month absolute movement averaged 1.03 points, slightly steadier than the global benchmark’s 1.08. The largest single jump came in November (+4.16 points vs October), following a strong October (+2.28).

Seasonal and monthly dynamics

The category’s softest stretch arrived in April at 18.08—later than a typical Q1 trough—after a gentle rise from January to March. Mid-year CPMs gradually tightened, with July breaking out above 20. Q3 (July–September) held a consistent band around 20.0, then Q4 flipped into a classic seasonal surge: October (+11% vs September) and November (+19% vs October) delivered the strongest gains of the year. December remained elevated but cooled 7% from November’s peak. Overall range for Consumer Goods (8.34 points) was slightly wider than the market, reflecting a sharper Q4 crest.

Consumer Goods vs. Global

• Level comparison: Consumer Goods averaged 20.22 vs the global 20.36—about 0.7% below market overall, effectively in line.
• Timing differences: The market’s lowest point came in January (17.80), while Consumer Goods bottomed in April. The global peak occurred in December (25.45), but Consumer Goods peaked earlier, in November (26.42), and higher.
• Quarterly shape: Q3 averaged 20.15 for Consumer Goods vs 19.69 globally (+2%). Q4 averaged 24.41 vs 24.10 globally (+1%).
• Gap by month: The widest underperformance appeared in Dec 2024 (−10% vs global). From March through June, the category trended modestly below market (−2% to −7%). From July through November, it ran above market, with the most pronounced outperformance in July and November (both about +4%). The gap narrowed again in December 2025 (−4% vs global).

Closing with a clear view: this CPM analysis shows Facebook Ads benchmarks for Consumer Goods across all countries largely tracked the market, with a later spring trough, an earlier Q4 peak, and slightly steadier month-to-month movement. Understanding CPM performance for Consumer Goods across all countries helps benchmark country-specific ad costs and compare industry ad performance against global Facebook Ads trends.