Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Consumer Goods CPMs ran a touch below the global benchmark over the last year, but the rhythm tells a mixed story of holiday spikes, a sharp late-winter trough and a muted spring lift. 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 in All countries available compared to the global benchmark.
Cost per thousand impressions (CPM) for Consumer Goods started July 2025 at about $20.63 and finished July 2026 near $17.91 — a net decline of roughly 13.2% across the year. The monthly median for this segment averaged about $19.93, with a high point of $25.34 in November 2025 and a low of $17.47 in January 2026. The November surge represented the clear peak: CPM rose roughly 23% from October to November, then plunged into a January trough that amounted to a ~31% drop from the November apex.
The global baseline averaged approximately $20.59 over the same window. Consumer Goods CPMS were above the market in the summer and early fall of 2025 (July–November), typically 3–9% higher month-to-month, but trailed the global benchmark across much of the winter and spring (December–June), with shortfalls widening to double-digit differences in March–June 2026.
Volatility for the Consumer Goods series averaged about $1.59 per month in absolute moves — roughly an 8% swing relative to its mean. The global baseline was slightly more volatile, averaging about $1.96 monthly (≈9.5% of its mean), driven by a strong spring rise and a steeper drop into July 2026.
Seasonality is visible: a pronounced November peak aligns with year-end shopping pressure, followed by a rapid softening into December and January. Consumer Goods CPMs rebounded through late winter into spring but with shallower gains than the baseline: while the global benchmark climbed into the low $22–$23 range in March–May, the Consumer Goods line stayed nearer $19–$20. The final month shows a reversal — July 2026 closes with Consumer Goods CPMs modestly above baseline as both series pull back from spring highs.
Across the year, Consumer Goods CPMs were on average about 3.2% below the global benchmark, but the gap was dynamic. At the narrowest points (summer/fall 2025) Consumer Goods ran slightly above market by up to ~9%. At the widest (spring 2026), the segment trailed global CPMs by double-digit percentages — notably in April when the baseline hovered in the low $23s while Consumer Goods remained near $19.6.
Understanding cost per thousand impressions trends for Consumer Goods in All countries available provides context for Facebook Ads benchmarks, CPM analysis and broader industry ad performance comparisons in country-specific ad costs and CPC/CTR trend discussions.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. 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.
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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