Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Education CPMs ran consistently below the overall market this past year, with a choppy rhythm of dips in late summer and again in spring and brief lifts into late Q3/Q4 and in early Q1. 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 Education in All countries available compared to the global benchmark.
Measured as COST_PER_THOUSAND_IMPRESSIONS (CPM), Education averaged about $16.6 across the 12 months from June 2025 to May 2026, starting at $16.15 in June 2025 and finishing at $13.47 in May 2026 (a roughly 16.6% decline from start to finish). The highest Education CPM was $18.75 in November 2025; the lowest was $13.18 in August 2025. Month-to-month movement was notable: the average absolute monthly swing was about $2.19 (roughly 13% of the mean), producing a pattern that feels choppier than the broader market.
By contrast, the global baseline CPM for the same period averaged about $20.68. That means Education was roughly $4.1 lower on average — about 20% below the global CPM. Baseline figures show sharper Q4 and spring lifts (peaking at about $24.21 in November and with strong March–April levels), whereas Education’s peaks were more muted.
Seasonally, Education shows two pronounced troughs: a late-summer low in August (~$13.18) and a spring dip in May (~$13.47). Intervening months carried short-lived rebounds — a lift into September (~$18.37), another into November (~$18.75), and a jump in February (~$18.49). The baseline market displayed a more pronounced Q4 spike (November ~ $24.21) and a sustained rise into March–April, while Education’s pattern felt stop-start: rebounds that faded rather than sustained climbs.
The month-to-month choreography includes sharp swings (August → September +$5.19) and steep declines (April → May −$3.19), giving the year a jagged profile rather than a steady trend.
Across all months Education CPMs remained below global levels. The gap varied: the narrowest margin was in September 2025 when Education was only about 4% below the global CPM; the widest gap arrived in May 2026 when Education was roughly 40–41% below baseline. On average Education trailed the global CPM by ~20% and exhibited about 40% higher month-to-month volatility than the baseline (avg. abs change $2.19 vs. baseline $1.56).
This contrast highlights how industry ad cost rhythms (Education) can diverge from broader Facebook Ads benchmarks, with implications for how CPM analysis and country-specific ad costs are read alongside other signals like CPC trends and CTR performance.
Understanding Facebook Ads CPM benchmarks for Education in All countries available helps advertisers and analysts evaluate industry ad performance and compare country-specific ad costs 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.
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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.
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