Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Facebook Ads CPMs in India sat far below the global benchmark through the past year, but the story isn’t just price—it’s rhythm. India’s all‑industry CPMs hovered in the low $2 range for most months, punctuated by two sharp surges in January and again in November. By contrast, the global market tracked a steadier, higher-cost curve around $20 with a classic Q4 lift. 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.
Across November 2024 to November 2025, India’s CPM averaged about 2.21, starting at 2.30 in November 2024 and closing markedly higher at 3.72 in November 2025 (+62% year over year for the month). The high point landed in January 2025 at 4.17, followed by the annual low in August at 1.39, a range of 2.78—roughly 126% of the mean, indicating sizable relative swings. Month-to-month volatility averaged 0.69 points, or about 31% of the mean, driven by big moves like January’s jump (+83% vs. December) and the subsequent February reset (−57% vs. January). After an early-year rebound in March–April (2.23–2.30), CPMs drifted down into midyear, bottomed in August, then rebuilt into Q4 with a pronounced November spike (+90% vs. October).
The global benchmark, by comparison, averaged 20.10 with a much tighter relative range: a low of 17.80 in January and a high of 24.72 in November. Global month-to-month shifts averaged 1.39, only 6.9% of the mean—less choppy, even with notable moves like the late‑year lift from October to November (+16%).
India’s pattern shows two peaks and a long middle stretch of softer costs. Q1 opened with a January surge (4.17), then normalized rapidly in February and March (1.79–2.23). Q2 trended soft (average 1.83), and Q3 represented the trough (average 1.60), with August marking the year’s low. Momentum returned into Q4: October reached 1.96, and November vaulted to 3.72.
Global CPMs followed a more textbook seasonal arc: a decline from November to January (−26% from Nov 2024 to Jan 2025), a mid-year band around 18–20, and a clear Q4 build that climaxed in November 2025 (24.72).
India’s CPMs consistently priced well below market—about 89% lower than the global average over the period. The gap narrowed and widened through the year: at its narrowest, India’s CPM in January was roughly 77% below global levels (4.17 vs. 17.80); at its widest, August was about 93% below (1.39 vs. 19.98). While the global series rose steadily from its January low (+39% from January to November), India’s line was choppier: a pronounced January spike, a midyear dip, and a strong Q4 rebound. In absolute terms, India moved less than the global benchmark month to month (0.69 vs. 1.39), but relative to its own level, India was more volatile.
In CPM analysis for Facebook Ads benchmarks, India’s all‑industry costs reveal a low-cost, high-variability profile: a midyear trough, flanked by January and November spikes, and a persistent discount versus the global benchmark. Understanding Facebook Ads cost‑per‑thousand‑impressions benchmarks for all industries in India helps advertisers contextualize country-specific ad costs and compare 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. 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:
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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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