Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented 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.
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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