Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
E-commerce CPMs in the “All countries available” dataset ran meaningfully below the global market throughout the year but showed sharper swings around seasonal peaks. 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.
Cost per thousand impressions (CPM) for E-commerce started June 2025 at about 15.0 and finished May 2026 near 13.3, a net decline of roughly 11% over the 12-month window. The E-commerce series averaged about 13.85 across the period, with a low of 10.55 in March 2026 and a pronounced high of 21.97 in November 2025. That November spike stands out — CPM jumped from ~13.29 in October to ~21.97 in November (+66% month-over-month), then collapsed to ~12.39 in December (−44% month-over-month). Month-to-month moves averaged an absolute swing of about $3.12, indicating frequent and material volatility within the E-commerce set.
By contrast, the global baseline CPM over the same months averaged roughly $20.68, with its own November peak near $24.21 and a March high around $22.22. Baseline month-to-month swings were milder — average absolute moves were about $1.56 — roughly half the volatility seen in E-commerce.
A clear seasonal rhythm appears: both the E-commerce and global series rose into the late-year holiday window with pronounced November peaks, but E-commerce exhibited both a sharper lift into November and a steeper unwind afterward. E-commerce CPMs softened into December and early Q1, reached the year’s trough in March, then recovered modestly into spring. The global pattern also shows Q4 elevation and a Q1 ebb, but the global climb and descent were more muted compared with the E-commerce swings.
Across the year E-commerce CPMs trailed the global benchmark by a substantial margin. On average E-commerce was about 33% below the global CPM. The month-by-month gap narrowed to its smallest in November — E-commerce was roughly 9% below the global peak that month — and widened most in March, when E-commerce was about 53% below the global CPM. In other months the deficit generally ranged from about 21% to 46%, illustrating a consistent below-market position but with fluctuating proximity during holiday season dynamics.
This CPM analysis for E-commerce in All countries available — framed within Facebook Ads benchmarks, CPM analysis, and industry ad performance comparisons — highlights a market that runs lower than global averages but with higher intra-year volatility, especially around the November holiday peak. Understanding these cost-per-thousand-impressions patterns helps contextualize country-specific ad costs and broader CPC trends in E-commerce.
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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