Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Germany’s Facebook Ads CPMs stayed consistently below the global benchmark for most of the year, punctuated by a sharp November surge and a steep reset into January 2026. The pattern reads as a low-cost market through Q1–Q3, a brief Q4 spike, and then a pronounced pullback. Volatility is the other headline: Germany’s month-to-month swings were roughly triple the global rhythm, with November and early January standing out.
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.
Across January 2025 to January 2026, Germany’s CPM averaged 14.27, peaking at 29.61 in November and bottoming at 5.48 in January 2026. The year opened at 14.94 (January 2025) and closed 63% lower by January 2026. For the 2025 calendar year alone, Germany averaged an even 15.00.
Key monthly movements show the market’s sharpest inflection around Q4:
The first half of 2025 was relatively contained: Q1 averaged 14.41 and Q2 14.54, with modest lifts in March and April and softer readings in February and May. Q3 drifted lower to an average of 12.90, led by August–September lows. Q4 compressed around a single high-impact month: October was modest (12.84), November spiked (29.61), and December reset (12.01). The seasonal denouement was pronounced in January 2026, where CPMs fell to 5.48 — the lowest point in the series.
This cadence aligns with broader patterns where competition typically intensifies in Q4, though Germany’s November spike was sharper than usual and followed by an unusually deep Q1 retreat.
Against the global benchmark (average 19.81), Germany ran 28% lower on average. The market tracked below global levels in 12 of 13 months, briefly breaking above in November, when Germany’s CPM was 17% higher than global. Outside of that spike, the narrowest gap appeared in April (12% below), while the widest gap arrived in January 2026 (65% below).
Trend lines diverged through the year: globally, CPMs rose 24% from January to December 2025, while Germany slipped 20% over the same span, pointing to a softer demand and pricing environment locally. Volatility also differed: Germany’s 4.96-point average monthly swing significantly exceeded the global 1.63 points.
In sum, Facebook Ads CPM analysis across all industries in Germany shows a generally low-cost market with a dramatic November peak and an outsized Q1 reset. Understanding these Facebook Ads benchmarks and country-specific ad costs helps quantify how Germany’s CPM trends compare to global patterns for all-industry ad performance.
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:
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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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