Facebook Ads Insights Tool

Facebook Ads CPM Benchmarks for Consumer Goods

Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type

CPM (Cost Per Mille) for Consumer Goods

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • This analysis looks at cost-per-thousand-impressions (CPM) trends for industry Consumer Goods and target country All countries available compared to the global trend.
  • Overall, Consumer Goods CPMs sit slightly above market: +0.6% vs the global baseline on average (19.92 vs 19.80).
  • Volatility is modest and lower than the market: average month-to-month move of 1.39 (≈7% of the average) vs 1.60 (≈8%) for the baseline.
  • Clear seasonality: a sharp November spike, a December correction, softer spring, and a steady climb through late summer into September.

Consumer Goods CPM trend (All countries available)

  • Average: 19.92 across Oct 2024–Sep 2025 (12 months).
  • High: 24.18 in Nov 2024.
  • Low: 18.04 in Apr 2025.
  • Range: 6.14.
  • First-to-last change: +4.4% (from 21.03 in Oct 2024 to 21.96 in Sep 2025).
  • Volatility: average absolute month-to-month change of 1.39.
  • Notable moves:
  • Nov surge: +3.15 vs Oct (peak of the year).
  • Dec dip: -5.90 vs Nov (largest single-month drop).
  • Spring softness bottoms in Apr (18.04), then a steady climb through summer, culminating in Sep (21.96).

Comparison with the global baseline

  • Overall positioning: Selected CPM is slightly above market (+0.6%).
  • Baseline stats:
  • Average: 19.80; high 24.67 (Nov 2024); low 17.97 (Jan 2025).
  • First-to-last change: -5.0% (decline from Oct 2024 to Sep 2025).
  • Volatility: average absolute month-to-month change of 1.60 (higher than Consumer Goods).
  • Month-by-month relative performance:
  • Above market in 7 of 12 months (notably Jan, Feb, Jun–Sep).
  • Below market in 5 months (Nov–Dec and Mar–May).
  • Seasonal comparisons:
  • Q4 average: Consumer Goods 21.17 vs baseline 21.88 (Consumer Goods -3.3% vs market across Q4).
  • Late summer (Jul–Sep): Consumer Goods 21.17 vs baseline 19.64 (+7.8% above market).

Seasonality and patterns marketers should note

  • Holiday season dynamics: Both series show a November peak, consistent with increased competition around major shopping events. The Consumer Goods series corrects sharply in December, dropping below both October and the global December level.
  • New-year troughs and spring softness: The market bottoms in January, while Consumer Goods reaches its low in April—both reflect typical post-holiday easing.
  • Late-summer strength: From July through September, Consumer Goods CPMs trend higher and sit well above the global average, culminating in a strong September.

Understanding cost-per-thousand-impressions (CPM) benchmarks on Facebook Ads in industry Consumer Goods and All countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

What affects CPM rates on Facebook Ads?

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.

Why does my CPM vary so much between campaigns?

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.

What's a competitive CPM for 2025?

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.

Does audience size or targeting affect CPM more?

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.

Should I worry more about CPM or CPC?

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.

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