Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
E-commerce media costs ran below the broader market for most of the period, holding a relatively tight band through 2025 before a classic holiday lift in November and a pronounced reset in January 2026. Compared to the all‑industry global benchmark, E-commerce CPMs were consistently cheaper after February, but also a bit choppier, with sharper month-to-month swings and a wider overall range. 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.
E-commerce CPMs started 2025 at $17.94 and ended January 2026 at $10.80, a 40% step-down from the starting point after an otherwise steady year. Across the full window, the median CPM averaged $17.88, ranging from a low of $10.80 in January 2026 to a high of $23.10 in November 2025. The market baseline (all industries, global) averaged $19.81 over the same period, peaking at $25.22 in November and bottoming at $15.74 in January 2026.
Through most of 2025, E-commerce CPMs moved within a narrow $17–$19 corridor: March firmed to $18.76, May softened to $17.30, and September touched $17.17 before an October lift to $18.60. November delivered the standout spike to $23.10, up 24% from October, followed by a December pullback to $17.91 (−22% month over month). The sharpest move arrived in January 2026, when CPMs reset to $10.80 (−40% vs. December).
Volatility averaged 1.96 dollars per thousand month to month, indicating sharper swings than the global benchmark’s 1.63. The overall range for E-commerce ($10.80–$23.10) was broader than the market’s ($15.74–$25.22), underscoring the more pronounced late‑year surge and new‑year trough.
Seasonality is visible: a stable first three quarters, a holiday lift, and a new‑year cooldown. Q1 2025 hovered near parity with the market. Q2 eased modestly and Q3 stayed contained, with a mild late‑summer softness into September. The fourth quarter brought competitive pressure typical of retail—E-commerce CPMs climbed in October and spiked in November—then cooled in December. Early Q1 2026 marked the low point of the series, reflecting a broad reset in impression pricing after peak season.
Against the global Facebook Ads benchmarks, E-commerce CPMs were marginally above market in January–February 2025 (roughly +0–1%), then consistently below from March onward. The gap widened as the year progressed:
At the month level, the narrowest gap appeared in February (near parity), while the widest divergence came in January 2026, when E-commerce CPMs were about 31% below the global benchmark ($10.80 vs. $15.74). November’s holiday peak was still discounted versus the market (−8%), and December undershot more sharply (−19%), highlighting a steeper late‑year unwind for E-commerce across all countries.
This CPM analysis shows E-commerce industry ad performance across all countries running below the global benchmark for most of the year, with a clear November peak and an outsized January reset. Understanding Facebook Ads benchmarks for CPM in E-commerce across all countries helps advertisers evaluate country-specific ad costs, compare to global patterns, and track how CPM trends evolve relative to broader CTR performance and CPC trends.
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.
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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
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