Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Marketing & Advertising CPMs ran hot across all countries in 2025, sitting well above the global benchmark and accelerating sharply into Q4. The year opened elevated, dipped mid‑summer, then surged to a December peak near $50 before resetting lower in January 2026. The pattern shows clear seasonality and noticeably higher volatility than the market overall, with standout swings in August–October and a pronounced holiday premium.
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 across all countries compared to the global benchmark.
The pattern aligns with familiar platform seasonality. Early Q1 came in below the spring and summer plateau, with a brief trough around August before CPMs escalated into the holiday period. Q4 carried the clear premium: October at $42.11, November at $43.69, and a December high near $50. The new year reset in January 2026 brought CPMs down to $18.44, consistent with the typical post‑holiday cooling in competition and pricing.
By quarter:
Across 2025, Marketing & Advertising CPMs averaged $34.50—about 71% above the $20.15 global benchmark. The category stayed above market every month. Gaps were widest in December (+127% vs global) and narrowest in August (+29%). Through Q4, the industry nearly doubled the benchmark: October (+94%), November (+73%), December (+127%). While the global trend rose steadily by about 24% from January to December, Marketing & Advertising climbed a faster 65% with choppier month‑to‑month moves (average monthly swing of $4.19 vs the global $1.21).
In January 2026, CPMs retrenched to $18.44, still about 17% above the $15.74 global figure, showing the seasonal reset compressed—but did not erase—the premium.
Facebook Ads benchmarks show that CPMs for the Marketing & Advertising industry across all countries are consistently above market, with a marked Q4 surge and higher volatility than the global average. This CPM analysis provides a clear read on industry ad performance and country‑agnostic ad costs, helping teams compare Marketing & Advertising trends to broader global patterns. Understanding Facebook Ads cost‑per‑thousand impressions for the Marketing & Advertising industry across all countries clarifies how this category’s pricing stacks up against the global benchmark.
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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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:
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
See how much it costs to get users to install an app