Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
E-commerce CPMs ran meaningfully below the overall market over the 13‑month window, with a pattern of sharp holiday spikes and uneven monthly 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 E-commerce in All countries available compared to the global benchmark.
Across July 2025–July 2026 the median cost per thousand impressions (CPM) for E-commerce averaged about $13.88, versus a global baseline average of roughly $20.59 — about 33% lower on average. E-commerce started the period at $14.88 in July 2025 and finished slightly lower at $12.90 in July 2026 (around a 13% decline). The series shows a clear high in November 2025 at $21.96 and a low in September 2025 at $11.21, producing a year‑over‑year amplitude that feels episodic rather than steady.
Monthly moves were pronounced. The biggest single month jump was October→November 2025 (+65% for E‑commerce CPM), followed by a dramatic November→December correction (−42%). Other notable swings include February→March 2026 (−23%) and January→February 2026 (+22%). These ups and downs produce a mean absolute monthly change of about $2.79 for E‑commerce CPMs.
Seasonality is visible: a sizable Q4 uplift centered on November 2025 and a deeper-than-average Q1 trough in March 2026. The November spike aligns with the global market also peaking (baseline $24.26 in Nov 2025), but the E‑commerce spike was sharper and the subsequent drop steeper. After the Q4 volatility, the series settles into a milder spring and early summer rhythm (April–June 2026 range ≈ $13.25–$13.70) before slipping into the July 2026 low point near $12.90.
Overall the rhythm leans toward episodic competition pressure during holiday season followed by rapid normalization in December and a softer Q1.
Relative to the global baseline, E‑commerce CPMs were persistently below average. The gap ranged from narrowest in November 2025 (E‑commerce ~10% below the global CPM) to widest in March 2026 (about 49% below). On average E‑commerce ran about 33% under the global CPM, and it was measurably more volatile: mean monthly absolute moves were ~2.79 for E‑commerce versus ~1.92 for the baseline — roughly 45% higher volatility.
In short, the global trend showed steadier month‑to‑month movements and a higher baseline level (average ≈ $20.59), while E‑commerce exhibited sharper spikes and deeper troughs around seasonal peaks and troughs.
Understanding CPM analysis and Facebook Ads benchmarks for E‑commerce in All countries available clarifies how industry ad performance and country‑specific ad costs diverge from global patterns. This view of CPM trends, volatility, and seasonal peaks for E‑commerce in All countries available helps contextualize industry ad performance against the broader market.
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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. 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.
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.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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.
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.
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.
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.
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.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
See how much it costs to get users to install an app