Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Education’s Facebook Ads CPM ran consistently below the global market through the year, showing a gentler Q4 lift and a sharper reset in January. The category moved within a relatively tight band for most months, then climbed into a December high before dropping hard at the turn of the year. 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 the Education industry across all countries compared to the global benchmark.
Across all countries, Education CPM averaged $16.9 for the period, starting at $17.48 in January 2025 and ending at $14.18 in January 2026, an 19% decline end-to-end. The high came in December at $18.38, while the low landed in January 2026 at $14.18; the overall range was $4.20, or about 25% of the category average.
Momentum was choppy but contained: month-to-month volatility averaged $1.46, lower than the global benchmark’s $1.63. The most notable dip appeared in April (down 15% from March to $14.91), followed by a quick rebound into May (+13%). Late summer softened again, bottoming at $15.28 in August, before a steady climb: +16% from August to November ($17.91), and +20% from August to December’s peak ($18.38). The steepest single move was the December-to-January reset, down 23% to $14.18.
Education’s CPM showed a mild Q1-to-Q2 fade, with April as the trough. Midyear months (June–August) were softer, sitting in the mid-$15s to low-$16s. A familiar Q4 rise followed: October through December averaged $17.65, led by December’s high. The new-year reset was pronounced, mirroring the broader market’s pattern of lighter early-Q1 pricing after peak holiday competition.
Compared to the all-industry global benchmark, Education CPMs were structurally lower. The category’s $16.9 average sat 15% below the global average of $19.8. The monthly gap was narrowest in January 2025 (about 1% below market) and widest in November (roughly 29% below). During Q4, the market spiked to a November high of $25.22 (+16% month over month), while Education rose more modestly to $17.91 in November and then peaked later, in December, at $18.38. Globally, the December-to-January step-down was even steeper (−29%) than Education’s (−23%). Overall amplitude was larger in the global series (range ~$9.48) than in Education (~$4.20), reinforcing that the category was less volatile than the market.
In short, this CPM analysis shows Education’s Facebook Ads benchmarks running below market most of the year—10% to 30% lower month by month—experiencing a measured Q4 lift and a sizable January reset, but with smoother swings than the broader benchmark.
Understanding Facebook Ads CPM benchmarks for the Education industry across all countries helps teams gauge country-specific ad costs in aggregate and compare industry ad 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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. 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