Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The main story: CPMs for Marketing & Advertising ran roughly twice the global median, with punctuated peaks in early spring and a late-summer softness — a pattern of sharp lifts and steep declines rather than a flat trend. 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.
Across the 12-month window (June 2025 → May 2026) the Marketing & Advertising CPM (cost per thousand impressions) averaged about $41.6, starting at $38.64 in June 2025 and finishing at $49.62 in May 2026 — a net increase of ~28% from start to finish. The series swung between a low of $28.78 in August 2025 and a high of $55.26 in March 2026, with a pair of sustained peaks around March–April ($55.26 and $55.08). Monthly variance was meaningful: the standard deviation of monthly CPMs was about $9–9.5, and month-to-month absolute changes averaged roughly $7.2, pointing to material month-over-month volatility rather than steady incremental movement.
For context, the global baseline CPM (same months) averaged roughly $20.7, ranging from about $18.8 to $24.2. That makes the Marketing & Advertising CPMs about 101% above the global median on average — in effect, roughly double the baseline — with month-by-month gaps varying from ~+49% (narrowest in August) to ~+149% (widest in March).
Seasonality emerges clearly. Late summer (August) was the softest month, producing the series low near $28.8 before a sharp lift into September and a plateau in October–November. December produced a secondary dip (~$29.6), followed by a steady climb through Q1 that culminated in the March peak. March–April showed the most intense competition or upward pressure, with CPMs above $55. After April the series eased into May but remained elevated compared with the prior year’s summer months. These rhythms — summer softness, Q4 variability, and a Q1 rebound into spring highs — create a stop‑start cadence rather than a smooth seasonal curve.
Viewed against the global benchmark, Marketing & Advertising CPMs were consistently above average and more volatile. While the global trend moved gradually (baseline rose from about $18.8 to $22.7 across the year), the Marketing & Advertising line was choppier and featured larger spikes and troughs. The relative gap tightened in August and December (near +46–49% above baseline) and widened sharply in March–April (exceeding +130–148%). In short, this industry delivered higher absolute CPMs and higher month-to-month swings compared with the baseline.
Understanding CPM analysis for Marketing & Advertising across All countries available adds clarity to Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance context, and broader country-specific ad costs for industry ad performance comparisons.
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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