Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
CPM for Marketplaces ran materially lower than the global benchmark across this 13‑month window, with quieter mids and a dramatic end‑point shock. 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.
Marketplaces CPM (cost per thousand impressions) averaged about $8.96 over the period, starting at $6.48 in July 2025 and finishing at $2.51 in July 2026 — a roughly 61% decline from the opening month. The year’s high for Marketplaces was $11.30 in May 2026; the low was the July 2026 trough at $2.51. By contrast the global baseline averaged roughly $20.58 CPM, peaking at $24.26 in November 2025 and bottoming at $16.47 in July 2026.
Monthly momentum included a steady climb from late summer into spring (July → May rose from $6.48 to $11.30), punctuated by short retracements in October and December 2025. The final month is an outlier: June 2026 measured $11.11, then collapsed to $2.51 in July 2026 — a ~77.5% month‑over‑month drop. Over the full span Marketplaces prices were typically 50–60% lower than the global CPMs.
Rhythm across the year showed a spring peak: CPMs built through Q4 into Q1 and peaked in late spring (March–May), with Marketplaces moving from sub‑$9 to low double digits. November 2025 was a notable uptick in both sets — baseline rose to $24.26 and Marketplaces to $10.75 — reflecting a common late‑year pressure point in CPMs. The sharp July 2026 decline is an exceptional disruption to otherwise gradual month‑to‑month swings; absent that last point the marketplace series shows moderate month‑to‑month moves (average absolute change ≈ $1.68).
Across the sample, Marketplaces CPM ran well below global levels. Monthly gaps ranged widely but were consistently large: Marketplaces trailed global CPMs by roughly 50–66% in most months, narrowing to about 49% below global levels in June 2026 and widening to an 85% shortfall in July 2026. In absolute terms baseline volatility (average monthly absolute change ≈ $1.92) was slightly higher than Marketplaces’ average movement, though the July 2026 collapse creates a pronounced spike in marketplace volatility versus the benchmark.
Understanding these shifts in CPM ties into broader Facebook Ads benchmarks, CPM analysis and industry ad performance narratives. The Marketplaces series demonstrates lower cost levels compared with the global market, steady seasonal peaks in late Q1–Q2 and an abrupt outlier in July 2026 that alters year‑end comparisons.
Understanding CPM benchmarks for Marketplaces in All countries available helps advertisers evaluate industry ad performance, compare country-specific ad costs and frame CPM analysis within broader Facebook Ads benchmarks and CPC trends.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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