Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
India’s cost-per-thousand-impressions (CPM) sits far below the global benchmark but shows sharper month-to-month swings and a dramatic late-period spike. 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 the 13-month window (July 2025 → July 2026) India’s median CPM averaged about $1.35, starting at $1.59 in July 2025 and finishing at $5.02 in July 2026 — a net lift of roughly +215% from the first to the last month. The India series ranged from a trough of $0.36 in February 2026 to its peak of $5.02 in July 2026. By contrast, the global median CPM averaged roughly $20.59, ranging from $16.47 (July 2026) up to $24.26 (November 2025). In absolute terms the India curve is much lower, but in relative terms it is far more volatile: India’s monthly absolute changes averaged ~$0.77, while the global series averaged ~$1.92 — however those moves are ~57% of India’s mean versus ~9% of the global mean.
Notable monthly moves in India include a sharp decline from October to November 2025 (1.58 → 0.72, about −55%), a February 2026 trough at $0.36, and a dramatic jump into July 2026 (+540% month-over-month from June). The global baseline shows a clearer seasonal peak into November 2025 (highest at $24.26) and a softer summer low in July 2026.
Seasonality is visible but manifests differently across markets. Globally, CPMs climb into Q4 with a clear November high, then ease into early Q1 before modest rises through spring. India’s rhythm is less smooth: a Q4 softness in November 2025 contrasts with the global peak that month, followed by a rebound into December and early Q1, a dip in February, and an abrupt acceleration in late spring and into July 2026. These month-to-month swings produce a jagged pattern that reads more like episodic spikes and troughs than a steady seasonal curve.
Framed relatively, India’s CPMs ran roughly 90% lower than global medians on average (India ~$1.35 vs global ~$20.59). At its narrowest monthly gap (July 2026) India’s $5.02 CPM was still about 70% below the global $16.47; at its widest (February 2026) India’s $0.36 was over 98% below the global $19.85. India’s market shows higher relative volatility and episodic lifts, while the global baseline shows larger absolute dollar moves but a steadier seasonal pattern.
Understanding CPM analysis and country-specific ad costs for all industries in India — and how they compare to Facebook Ads benchmarks and broader CPM trends — clarifies how India’s ad-cost trajectory diverged from global industry ad performance over this period.
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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