Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Across all countries, Marketplace advertisers bought impressions at markedly lower prices than the all‑industry global benchmark, with a clear mid‑year trough and a measured rebuild into Q4. The year’s high arrived early in February, the low landed in July, and a late‑year lift in November didn’t quite recapture the Q1 peak. Volatility was noticeable month to month, but the category consistently cleared media at roughly half the global CPM.
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 across all countries compared to the global benchmark.
CPM for Marketplaces opened at $10.90 in January and closed at $10.15 in December, a modest 7% decline over the year. The category peaked at $11.88 in February and bottomed at $6.92 in July, yielding a range of about $4.95. The annual average landed at $9.40, with seven months under $10 CPM.
The rhythm was choppy: February rose nearly $0.97 from January, then March–April fell sharply (−$1.80 and −$2.53), and May extended the dip to $6.94. From the July low, CPMs climbed back: August jumped by $2.53 (+37%), September and October held a tight plateau near $9.52–$9.57, and November popped to $11.36 before easing to $10.15 in December (−$1.21).
Monthly volatility averaged $1.34 (about 14% of the category’s mean CPM). By contrast, the global benchmark’s average monthly move was $1.18 (roughly 6% of its mean), indicating Marketplaces experienced sharper relative swings.
Seasonality formed a familiar arc with a deeper‑than‑average mid‑year valley:
The global pattern showed a steadier climb into a classic Q4 surge, culminating in a November peak of $25.26 before moderating in December.
Marketplaces CPMs sat well below the global all‑industry benchmark throughout the year—averaging $9.40 versus $20.19 globally, or about 53% lower (an average gap of $10.79). The narrowest gap appeared in February (34% below global), and the widest gap was in May and July (about 65% below). Even as both series rose in Q4, Marketplaces remained roughly 55% below the global CPM.
Trendlines diverged: the global benchmark climbed +26% from January to December, while Marketplaces ended −7% from January and −15% from February’s high. Absolute dollar volatility was similar, but relative movement was more pronounced in Marketplaces.
In short, CPM analysis for Facebook Ads benchmarks shows Marketplaces across all countries clearing impressions at materially lower costs than the global average, with a deep Q2 trough and a controlled Q4 uplift. Understanding CPM trends for Marketplaces across all countries helps advertisers gauge industry ad performance and compare it to global Facebook Ads benchmarks for cost per thousand impressions.
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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