Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all countries, Education CPMs moved against the grain of the broader market in 2025: prices trended steadily lower, stayed more volatile, and finished the period well below the global benchmark. The category started strong in November 2024 and then decelerated through most of 2025, punctuated by a late‑summer rebound before a sharp November slide. 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 across all countries compared to the global benchmark.
Education CPMs opened at a yearly high of 24.17 in November 2024, eased to 19.32 in December, and then continued to step down through 2025. By November 2025, CPMs had fallen to 12.36—the period’s low—marking a 49% decline from the November 2024 peak. Over the full window, Education CPMs averaged 17.09.
Month to month, the category showed noticeable swings. Early 2025 dipped from 17.92 in January to 16.40 in February before a brief March lift to 18.15. April fell hard to 14.91 (−17.9% vs. March), then May and June stabilized around the mid‑16s. July and August held in a similar range, with August at 15.04, followed by a sharp September rebound to 18.02 (+19.8% vs. August). Momentum faded in October (16.21) and then compressed further in November to the period’s trough (−23.8% vs. October).
Volatility was materially higher than the global market. Education’s average absolute month‑over‑month movement was 2.11 points, nearly double the global benchmark’s 1.11 points over the same months.
The shape of the year followed a familiar rhythm with category nuances. After elevated CPMs in late Q4 2024, Education cooled into Q1, then softened further in Q2, where April posted one of the lowest monthly levels of the period. Late summer marked the only clear upswing: August’s lull gave way to a September jump, a pattern often associated with back‑to‑school demand. Q4 was mixed—October ticked up modestly from summer levels, but November fell sharply, contrasting with the broader market’s typically firm Q4 CPM baseline.
Against the all‑industry global benchmark, Education came in lower on average and more uneven. The category averaged 17.09 versus the global 19.77—about 14% below. Looking only at 2025, Education averaged 16.24, trailing the global 19.33 by roughly 16%.
The relationship shifted over time. Education tracked near parity in late 2024—slightly above market in November (+0.5%) and January (+0.9%). From February onward, it settled below global CPMs for most months, with the gap widening mid‑year (−19% in April; −25% in August). The spread narrowed temporarily in September (−6%) before widening to its peak in November 2025, when Education CPMs sat about 42% below the global benchmark. While the global trend eased only modestly from November 2024 to November 2025 (−12%), Education declined much more (−49%), and with nearly twice the monthly volatility.
This CPM analysis of Facebook Ads benchmarks shows that Education across all countries spent 2025 below the global market, with sharper swings and a clear downtrend interrupted by a September rebound. Understanding Facebook Ads CPM benchmarks for the Education industry across all countries helps quantify 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.
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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.
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