Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Marketplaces CPMs ran materially below the overall benchmark but showed a strong upward momentum across the 13-month window. 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 roughly $9.45 over the period (June 2025 → June 2026), starting at $7.92 in June 2025 and finishing at $12.02 in June 2026 — a net lift of about +52% from start to finish. The monthly low came in July 2025 at $6.48; the high was $12.02 in June 2026. Month-to-month moves were notable: absolute changes averaged about $1.12 per thousand impressions, which is roughly 12% of the Marketplaces mean, indicating moderate short-run volatility. The largest monthly swing for Marketplaces was a $2.15 decline into December 2025 (Nov → Dec drop), while the steepest single-month increases were the late-2025 rise into November (+$1.99) and the steady climb through spring 2026 (+$1.64 into March, then a steady rise into May–June).
Framed another way, Marketplaces CPMs spent the year in a band roughly between $6.5 and $12.0, with a visible progression from a summer trough to a mid-year peak the following June.
Seasonality appears in familiar form: a softer period across the summer of 2025 (June→July trough), a lift into Q4 with a November uptick, a December dip, then a rebound and steady climb through Q1–Q2 2026. The baseline also peaked sharply in November 2025, but with a larger amplitude. Marketplaces show a rhythm of contraction in mid-summer, a Q4 lift, a small December pullback, and then consistent upward momentum into late spring—March through June 2026 show consecutive stronger months rather than the single-month spikes seen in some other industries.
Against the global baseline CPMs, Marketplaces ran substantially lower across every month. The global benchmark averaged about $20.76 over the same period, versus Marketplaces’ $9.45 — Marketplaces CPMs were about 54% below the baseline on average. The gap ranged from roughly 66% below the benchmark at its widest (July 2025) to around 45% below at its narrowest (June 2026) as Marketplaces’ CPMs climbed faster in relative terms. Baseline volatility averaged about $1.48 month-to-month (≈7% of the global mean), while Marketplaces showed higher relative fluctuation (≈12% of its mean), meaning Marketplace CPMs were more variable proportionally even as they stayed well below absolute global CPM levels.
Across the year the global trend rose by about +16% (June→June), while Marketplaces rose by roughly +52% — a steeper relative climb from a lower base.
This CPM analysis for Marketplaces in All countries available sits inside broader Facebook Ads benchmarks and CPM analysis, offering a clear view of industry ad performance, country-specific ad costs dynamics, and how Marketplace CPM trends diverge from global patterns. Understanding CPM analysis for Marketplaces in All countries available provides context for Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and industry ad performance comparisons.
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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