Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The headline: CPMs for Marketing & Advertising across All countries ran well above the global baseline and showed pronounced seasonality and volatility, with two distinct peaks in late 2025 and spring 2026 before a pronounced decline into July 2026. 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 Marketing & Advertising in All countries available compared to the global benchmark.
Cost per thousand impressions (CPM) for Marketing & Advertising started at about $33.24 in July 2025 and finished at $23.92 in July 2026 — a roughly 28% decline over the year. Across the 13-month window the median CPM averaged about $40.7, with a high of $56.9 (March 2026) and a low of $23.9 (July 2026). By contrast the global baseline averaged roughly $20.6 CPM, ranging from $16.47 to $24.26.
Monthly movements were sharp: CPMs climbed from $28.8 in August 2025 to a first major surge in September–October 2025 (about $46.6 → $48.5), held near $46–48 in November, then dipped to ~$29.6 in December. A second and larger peak occurred March–May 2026 (peaking at $56.9 in March, $56.3 in April, $52.1 in May). After another mid-year decline to $36.5 in June, the series fell to its trough of $23.9 in July 2026. The selected series’ overall range (~$33) is materially wider than the baseline’s ~$7.8 spread.
Rhythm in the data shows recurring lift and retrenchment rather than a smooth trend. Late-summer to early-fall (Sep–Nov 2025) produced a sustained lift, followed by a holiday-month softening in December. Spring 2026 registered the strongest lift in the window, with CPMs peaking across March–May before a steady fall into summer. The baseline also rose into late Q1/Q2 but with more muted amplitude, and dipped notably into July 2026.
Volatility reflects those swings: Marketing & Advertising CPMs moved on average about $8.6 month-to-month (absolute change), roughly 21% of the series mean. The global baseline moved about $1.9 per month, ~9% of its mean — indicating the selected market was materially more choppy.
Across every month the Marketing & Advertising CPM series for All countries stayed above the global benchmark. The premium fluctuated: at its narrowest the series was ~45% above baseline (July 2026), and at its widest it was roughly 156% above baseline (March 2026). On average CPMs in Marketing & Advertising ran about 98% higher than global median CPMs over the period.
Understanding Facebook Ads CPM analysis for Marketing & Advertising across All countries provides a clear view of how industry ad costs diverged from broad-market CPM benchmarks and where seasonal lifts and volatility concentrated.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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