Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected 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.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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