Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
India’s Facebook Ads CPMs in 2025 sat well below the global benchmark while moving with sharper percentage swings month to month. The year opened unusually high, eased through mid-year, and found its floor in November before a modest December rebound. In contrast, the global market climbed steadily toward a Q4 peak. 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 India compared to the global benchmark.
For all industries in India, CPMs averaged $1.81 in 2025, starting at $4.12 in January and landing at $1.11 in December, a 73% decline. The local high came immediately in January ($4.12), while the low arrived in November ($0.80). Across the year, monthly moves averaged $0.53 in absolute terms, translating to roughly 25% average month-over-month volatility.
Key inflection points stood out. February saw a sharp correction from the January spike (−57%), followed by a March lift (+26%). The trend softened through Q2—May ($1.59) and June ($1.52) edged lower—then hovered in a narrow band through Q3 with August ($1.37) as the second-lowest month. October brought a brief pop (+15% vs. September), before a pronounced November dip (−59%) and a December rebound of nearly 40%.
Quarter by quarter, India’s CPMs stepped down: Q1 averaged $2.71, Q2 $1.68, Q3 $1.56, and Q4 $1.28. The rhythm favors softer mid- to late-year pricing with intermittent upticks rather than sustained climbs. August marked a late-summer trough, October delivered a short-lived lift, and November set the year’s low despite typical fourth-quarter competitive pressure in many markets. The December recovery was meaningful but did not change the broader downward arc that defined the year.
Globally, seasonality aligned with classic patterns: CPMs rose into Q4 with a clear peak in November before easing slightly in December. That backdrop contrasts with India’s late-year slide.
Against the global baseline, India’s CPMs averaged about 91% lower ($1.81 vs. $20.15). The gap was narrowest in January (India ~77% below global) and widest in November (~97% below). While global CPMs climbed 24% from January ($17.73) to December ($22.04), India declined 73% over the same window.
Volatility also looked different. The global benchmark shifted by about $1.21 per month on average (roughly 6% in relative terms), whereas India moved $0.53 per month, but with much larger relative swings (~25%), underscoring a choppier percentage pattern at a much lower price level. Globally, November was the high ($25.22) and January the low ($17.73), reinforcing the Q4 premium that did not materialize in India.
This CPM analysis provides Facebook Ads benchmarks for all industries in India, highlighting country-specific ad costs that trended meaningfully below the global market with sharper relative swings. Understanding Facebook Ads cost-per-thousand-impressions benchmarks for all industries in India helps advertisers compare industry ad performance to global CPM trends and seasonal 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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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