Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Marketplaces CPMs ran well below the global benchmark and moved with sharper seasonal swings. The year opened with a holiday hangover, found a low in late spring, then rebuilt through summer into a steadier autumn before a modest pre-holiday lift. In short: lower prices than the market average, but with more pronounced crests and troughs.
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.
Across November 2024–November 2025, Marketplaces CPM averaged $10.12, versus a $19.77 global average. The series started high at $22.03 in November 2024, plunged to $8.56 in December (a 61% drop), then stabilized around $11.0 in January–February. The metric eased into a spring trough, bottoming at $6.59 in May—the low for the period—before recovering to $8.39 in June and stepping up to a $9–9.4 band in August–October. November 2025 closed at $11.12, about flat to January (+1.5%) and roughly half of the prior November’s level (−49% year over year).
Highs and lows were far apart: a $22.03 high (Nov ’24) and a $6.59 low (May ’25) marked a 3.3x swing and a $15.44 range. Volatility averaged a $2.45 month-to-month move, skewed by the holiday-to-December reset; excluding that single drop, typical monthly shifts tracked closer to $1.45. By late summer and early fall, prices compressed into a tight corridor—September ($9.40) and October ($9.19) sat within $0.22 of each other—before lifting into November ($11.12).
The pattern reflects familiar platform seasonality with a Marketplaces tilt:
Marketplaces CPMs remained below market every month. The average gap was 49% beneath the global CPM, with the narrowest spread in November 2024 (8% below) and the widest in May 2025 (66% below). Through most midyear months, the vertical trailed global levels by 40–66%.
The global benchmark moved within a tighter band (high $24.05, low $17.75, range $6.30) and was less volatile (average monthly swing $1.11). While the global series climbed steadily from January to November (+19%), Marketplaces CPMs were comparatively flat over that span (+1%), indicating a calmer rebuild after spring.
Overall, the CPM analysis shows Marketplaces across all countries were consistently priced below the global benchmark, with bigger seasonal amplitude: a pronounced November surge, a deep spring trough, and a measured recovery into Q3–Q4.
Understanding Facebook Ads CPM benchmarks for the Marketplaces industry across all countries helps teams evaluate country-specific ad costs in context and compare vertical performance to 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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