Facebook Ads CPM Benchmarks for Consumer Goods

Introduction

Consumer Goods CPMs spent most of the year moving in step with the overall market, then staged a sharper January rebound that pushed the category above the global benchmark. The story is classic but textured: a steady climb into the Q4 peak, a pronounced December reset, and a quick recovery to kick off 2026. Volatility was present but slightly milder than the broader market, with November and December delivering the most dramatic swings.

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.

Section 1: The story in the data

• Starting point to finish: Consumer Goods CPMs opened at $17.99 in January 2025 and closed at $21.42 in January 2026, a 19% lift over the period. The global benchmark moved the other way, slipping 11% from $17.73 to $15.74.
• Levels and averages: The category averaged $20.02 CPM across these 13 months, ranging from a low of $17.99 (January 2025) to a high of $25.97 (November 2025). The global average was $19.81, putting Consumer Goods about 1% above market overall.
• Momentum and inflection points: After a modest first-half climb, momentum accelerated mid-year: July broke above $20, August held that line, and the Q4 push lifted CPMs to $22.27 in October, then $25.97 in November. December saw a sharp reset to $19.74 (−24% from November), followed by an 8% rebound in January 2026 to $21.42.
• Volatility: Month-to-month absolute moves averaged $1.55 for Consumer Goods, slightly calmer than the global market’s $1.63. The biggest swing was November to December (−$6.23), while October to November delivered a notable +$3.70 (+17%).

Section 2: Seasonal and monthly dynamics

The year followed familiar CPM seasonality. Early-year levels were softer, with a gradual lift through spring and early summer. The category found a higher plateau through July–September, then surged into the Q4 peak as competition intensified, topping out in November. December brought a pronounced correction—typical of post-peak budgets and audience fatigue—before CPMs rebounded in January 2026. The rhythm is clear: build, crest, reset, recover.

Section 3: Country vs. Global

Relative to the global Facebook Ads benchmarks, Consumer Goods ran close to “market average” for much of 2025:

• On a full-period basis, Consumer Goods averaged about 1% above global CPMs ($20.02 vs. $19.81).
• Looking at 2025 alone, the category was slightly below market (roughly −1%), with parity in August and mild underperformance in spring (March–June).
• The gap widened meaningfully at the turn of the year: December CPMs in Consumer Goods sat 10% below global levels, then January 2026 landed 36% above global as the category rebounded while the broader market fell further.

The steepest category run-up came from September to November (+31%), outpacing the global benchmark’s +26% over the same window. Yet Consumer Goods also posted a heavier December pullback than the overall market, before bouncing higher in January and ending the period “above market” on CPM.

Closing

This CPM analysis captures how Facebook Ads benchmarks for Consumer Goods across all countries mirrored global patterns through most of the year, then diverged with a stronger January rebound. Understanding CPM trends for Consumer Goods across all countries helps teams benchmark industry ad performance and compare category dynamics to global Facebook Ads CPM norms.