Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
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 variable, with peaks during holiday seasons and in competitive product categories. 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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