Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Germany’s Facebook Ads CPMs for all industries ran consistently below the global benchmark, but with sharper swings. Across the last 13 months, median CPM in Germany averaged 14.9, versus a 20.4 global average — roughly a 27% discount. The year’s main story is a deep summer trough, a pronounced November spike, and an unusually steep December pullback, diverging from the steady global lift into Q4.
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 all industries in Germany compared to the global benchmark.
Germany opened at 16.94 in December 2024 and closed 12.03 in December 2025, a 29% year-over-year drop in the December-to-December comparison. Within 2025, CPM fell from 15.69 in January to 12.03 in December (−23%).
The median for the period was 14.9, with a high of 23.35 in November and a low of 11.65 in August — a 11.7-point spread. Volatility was notable: average absolute month-over-month movement reached 3.8 points, driven by two standout swings — a surge from October (12.03) to November (23.35, +11.3) and an almost mirror decline into December (12.03, −11.3).
Key monthly beats:
Seasonality in Germany showed a classic mid-year softness and an intense, short-lived Q4 peak:
Compared to the global Facebook Ads benchmarks, Germany’s CPMs were lower every month. The gap averaged 27% below the global level for 2025 (14.75 vs. 20.35). The narrowest gap appeared in November (Germany 23.35 vs. global 25.33, 8% below). The widest gap came in December (12.03 vs. 25.45, 53% below).
Trend differences were also clear:
This CPM analysis of Facebook Ads benchmarks for all industries in Germany shows consistently lower country-specific ad costs than the global average, punctuated by a sharp November surge and a December reversal. Understanding cost per thousand impressions benchmarks for all industries in Germany helps advertisers compare industry ad performance and align CPM trends with 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Germany, advertisers should consider local market factors and user behavior. 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.
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Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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