Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Marketing & Advertising CPMs ran materially above the market this year and moved with sharper swings. Across all countries, the industry’s Facebook Ads benchmarks showed a high-cost profile punctuated by a steep December dip, a soft mid‑summer trough, and a powerful Q4 surge that culminated in October’s peak. While the global, all‑industry baseline climbed gradually into late 2025, Marketing & Advertising CPMs traced a choppier path and finished slightly below their starting point.
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 compared to the global benchmark.
CPM (cost per thousand impressions) for Marketing & Advertising opened at $39.59 in November 2024 and closed at $37.94 in November 2025, a modest 4% decline year over year. The period high arrived in October 2025 at $41.49, while the low printed in February at $26.39. The industry averaged $33.09 CPM across the 13 months, ranging roughly $26–$41.
Monthly momentum was pronounced. After the November 2024 starting point, CPMs fell sharply to $27.94 in December (−29%), rebounded to $31.90 in January (+14%), then slipped to the cycle low in February ($26.39). Spring brought recovery: April ($32.21) and May ($32.37) held in a tight band before building to $35.86 in June. A mild pullback in July ($34.34) gave way to the year’s softest stretch in August ($26.88), then a strong rebound in September ($35.66) and the peak in October ($41.49), easing to $37.94 in November. Average month‑to‑month volatility measured $4.81, signaling active pricing swings.
The pattern skews to a two‑trough year: an early Q1 softness (February low) and a pronounced August lull. The late‑summer drop was brief, followed by a rapid lift into September and the October high. Q4 seasonality shows up differently than many categories: costs surged in October, while December 2024 was notably discounted versus November. Through spring and early summer, CPMs held a steady climb before that August reset.
Compared to the global all‑industry baseline, Marketing & Advertising CPMs were consistently above market. The industry averaged $33.09 versus the global $20.10—about a 65% premium, or roughly $13 higher per thousand impressions. The gap was narrowest in August 2025 (+35% vs. global) and widest in October 2025 (+95%). While the global trend rose modestly from $24.05 in November 2024 to $24.72 in November 2025 (+3%), the industry ended slightly lower (−4%). Volatility was also more intense: average monthly moves were about 3.5x the global baseline ($4.81 vs. $1.39). The global series’ highs and lows were comparatively muted (range ~$17.80–$24.72), while Marketing & Advertising spanned a wider $26.39–$41.49 band.
In sum, this CPM analysis shows Marketing & Advertising carries structurally higher Facebook Ads benchmarks across all countries, with notable swings—December softness, an August trough, and an October spike. Understanding Facebook Ads CPM benchmarks for the Marketing & Advertising industry across all countries helps teams evaluate country‑specific ad costs and compare industry ad performance to the global pattern.
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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