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 advertisers in Germany ran consistently cheaper CPMs than the global Facebook Ads benchmarks, but with sharper month‑to‑month swings. Costs climbed through early 2025, collapsed in May, then rebounded strongly into a late‑summer peak. The result is a market that stays below the global average almost every month, yet moves with more momentum and wider amplitudes.
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 Germany compared to the global benchmark.
Cost per thousand impressions (CPM) for Marketplaces in Germany started at €8.71 in November 2024 and ended at €14.99 in August 2025, a 72% lift over the period. The average across these ten months was €11.03, with a tight early range giving way to a dramatic mid‑year swing. The low point arrived in May at €5.29, while August marked the high at €14.99—spanning a €9.70 range, roughly 88% of the average level.
Monthly movements tell a choppier story than the headline average suggests:
On average, absolute month‑to‑month changes were €3.18, indicating higher volatility than the global benchmark’s €1.32. The May trough stands out as the biggest dislocation, followed by a swift recovery that culminated in the August peak.
While global CPMs often cool into January and firm through Q2 and Q4, Germany’s Marketplaces pattern bent differently. Q1 2025 trended upward (average €12.54), Q2 softened notably (average €10.08) driven by the May trough, and early Q3 bounced back (July–August average €12.17). The May low marked the softest point of the cycle, with CPMs surging 183% from May to August. Overall, the rhythm alternated between quick lifts and abrupt dips, rather than a gradual seasonal arc.
Against the global benchmark, Germany’s Marketplaces CPMs were consistently below market. Across November 2024 to August 2025, Germany averaged €11.03 versus a €19.80 global average—about 44% lower. The gap narrowed and widened through the year:
Trend direction also diverged. Globally, CPMs declined 17% from November to August (from €24.67 to €20.47), reflecting gradual easing after Q4. Germany moved the other way, climbing 72% over the same span, but with more pronounced month‑to‑month volatility (average swing €3.18 vs. €1.32 globally).
In short, CPM analysis shows that Facebook Ads benchmarks for Marketplaces in Germany are structurally lower than the global baseline yet materially more volatile, marked by a deep May trough and a late‑summer high. Understanding country‑specific ad costs and CTR performance alongside these CPM trends helps situate Marketplaces industry ad performance in Germany relative 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. For campaigns targeting Germany, advertisers should consider local market factors and user behavior. 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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Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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.
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