Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Marketplaces posted substantially lower CPMs than the global benchmark over the 12-month window, with a clear seasonal pulse and a late-period lift. 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 Marketplaces in All countries available compared to the global benchmark.
Cost per thousand impressions (CPM) for Marketplaces averaged about $9.22 from June 2025 to May 2026, starting at $7.92 in June 2025 and finishing at $11.25 in May 2026 — an overall rise of roughly 42% from start to finish. The monthly low arrived in July 2025 at about $6.48; the high was $11.25 in May 2026. Across the year the Marketplaces range was roughly $4.77.
By comparison, the global baseline averaged approximately $20.68 across the same months, with a low near $18.83 (June 2025) and a peak at $24.21 (November 2025). Marketplaces’ CPMs ran about 55% below the global benchmark on average.
Monthly momentum in Marketplaces showed sharper relative moves: the biggest single-percent swings were a July trough (-18% vs June) and then a rebound into August (+26%). Notable jumps also occurred into November (+22%) followed by a December pullback (-21%). From December through May the series generally climbed (Dec $8.52 → May $11.25), punctuated by a mid-winter dip in February.
Volatility measured as average absolute month-to-month dollar change was about $1.17 for Marketplaces, versus about $1.56 for the global baseline. Framed as percent swings, Marketplaces moved more dramatically: average monthly absolute change represented roughly 12.7% of the Marketplaces mean, compared with about 7.6% for the global mean — smaller absolute moves but larger relative fluctuations.
A recurring rhythm appears: a summer softness into July, a rebound in late summer, a pronounced November spike, and a December correction. The November spike (Marketplaces ~ $10.73; global ~ $24.21) stands out as the single-month peak for both series, followed by the December dip. After the year-end adjustment, Marketplaces experienced a steadier climb through Q1 into late spring, with the largest month-to-month percent gains occurring in August and March.
These dynamics align with typical market seasonality where competition and bid pressure intensify around year-end, producing a spike and subsequent normalization. The Marketplace series shows more pronounced relative swings versus the baseline during these seasonal inflection points.
Across All countries available, Marketplaces CPMs ran consistently below global levels — roughly half the baseline throughout the period. In absolute dollars the global benchmark showed larger month-to-month shifts, but Marketplaces displayed greater proportional volatility. At its narrowest gap (seasonal troughs), Marketplaces CPM was still well below global levels; at its widest (mid-season peaks) the differential remained near the 50–60% range.
The baseline’s largest moves centered around November–December (spike then correction), a pattern mirrored in Marketplaces but with amplified percentage changes on the smaller-dollar base.
This CPM analysis — a focused CPM analysis of Marketplaces across All countries available — puts the Marketplaces cost-per-thousand-impressions profile into context against global Facebook Ads benchmarks, highlighting seasonality, relative volatility, and clear differences in industry ad performance and country-specific ad costs signals for Marketplaces.
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 Marketplaces 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.
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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
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