Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Marketplaces CPMs ran structurally lean across the period, clearing at roughly half the global rate while following a familiar seasonal arc: a softening through spring into a midsummer trough, a late‑year lift that peaked in November, a December cooldown, and a clean January rebound. Volatility was noticeable but measured, with fewer extreme swings than the all‑industry benchmark. February and November stood out as the priciest months for Marketplaces, while July marked the low.
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 the Marketplaces industry across all countries compared to the global benchmark.
Across all countries, Marketplaces CPMs averaged $9.58 from January 2025 to January 2026, ranging from a low of $6.96 in July to a high of $11.79 in February. The period opened at $10.86 (January 2025) and closed at $11.63 (January 2026), a +7% lift year over year by month. The full‑period spread (high minus low) was $4.84—about 50% of the average—signaling a market with noticeable but manageable swings.
Monthly momentum was clear:
Month‑to‑month absolute moves averaged $1.37, indicating moderate volatility for CPM analysis.
Seasonality followed the classic Facebook Ads benchmarks profile, but with a lighter touch than the broader market:
Against the global all‑industry baseline (average $19.81), Marketplaces CPMs across all countries averaged 52% lower ($9.58). The gap was persistent each month, but it narrowed and widened with seasonality:
The global benchmark was also more volatile, averaging $1.63 in absolute month‑to‑month moves versus $1.37 for Marketplaces. Global CPMs rose sharply into November (+42% from January 2025 to November), then fell back hard in December and January 2026, ending 11% below their January 2025 level—whereas Marketplaces finished +7% over the same span.
In short, Facebook Ads CPM benchmarks for the Marketplaces industry across all countries show consistently lower costs than the global all‑industry market, with a spring dip, a July low, and a November peak before a measured reset. Understanding CPM analysis for Marketplaces across all countries helps clarify industry ad performance and how country‑agnostic ad costs relate to broader global patterns.
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.
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
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