Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
E-commerce CPMs across all countries traced a distinctly seasonal arc, surging into year-end peaks, resetting sharply in January, and cruising at lower mid-year levels before rebuilding into Q4. Compared to the global benchmark for all industries, E-commerce ran hotter at the holidays, softer through spring and summer, and generally more volatile month to month. 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 across all countries compared to the global benchmark.
The period opens with elevated CPMs in November 2024 at 26.09 and climbs to a seasonal high of 29.79 in December. From there, E-commerce CPMs reset hard in January 2025 to 18.04, a 40% month-over-month drop. Through March–September, costs settled into a narrow band between 17.10 and 18.81, with the annual low landing in September at 17.10. Momentum returned into Q4 2025, with CPMs lifting to 19.13 in October and spiking to 26.32 in November—still below the previous December peak but 54% above September’s trough. Across the full window, E-commerce CPMs averaged 20.26, ranging from 17.10 to 29.79, with an average monthly absolute move of 2.48 points—substantially choppier than the global market.
The baseline (all industries, global) followed a steadier path. It averaged 20.10 with a tighter range from 17.80 (January 2025 low) to 24.72 (November 2025 high), and smaller month-to-month shifts (1.39 points on average). E-commerce ends the period almost flat year over year—26.32 in November 2025 versus 26.09 in November 2024 (+0.9%)—while the global benchmark rises a bit more from 24.05 to 24.72 (+2.8%).
E-commerce CPMs show classic Q4 pressure: elevated in November, peaking in December, then normalizing in January. The mid-year stretch is notably calm: March through September averages 18.00, with August–September marking the softest point of the cycle before Q4 demand returns. In contrast, the global benchmark spreads its year-end pressure more evenly, with a strong October–November climb and a less pronounced December in 2024.
Relative to Facebook Ads benchmarks for all industries globally, E-commerce CPMs were:
The narrowest gap appears in February 2025 (essentially flat versus the benchmark), while the widest leads and lags occur at the extremes: +46% in December 2024 and −12% in September 2025. Over the full period, E-commerce averaged roughly 1% above the global CPM level but did so with materially higher volatility, reflecting sharper seasonal swings.
In sum, CPM analysis highlights that E-commerce across all countries carries a pronounced holiday premium, a January reset, and a subdued mid-year run relative to the broader market. Understanding Facebook Ads benchmarks for CPM in E-commerce across all countries helps teams evaluate country-specific ad costs, track CPM trends through the calendar, and compare performance to global patterns.
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