Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
New Zealand’s Facebook Ads CPMs ran below the global benchmark for most of the year, except for a dramatic mid‑year surge that temporarily sent prices far above market. Across all industries, New Zealand averaged a CPM of roughly 17.10 from December 2024 to December 2025, versus a 20.36 global average — about 16% lower overall. The year opened soft, built steadily into mid‑year, spiked sharply in July–August, then cooled back to low double‑digits through Q4. 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 all industries in New Zealand compared to the global benchmark.
New Zealand CPMs started at 11.00 in December 2024 and ended at 9.01 in December 2025, an 18% year‑over‑year decline for December. The low point arrived in February (8.53), followed by a steady climb through June (16.41). The peak came in August at 54.32 — the clear outlier — before costs reset in September (15.07) and settled into an 11.95–13.97 band in October–November, finishing the year at 9.01.
Across the 13 months, CPMs averaged 17.10 in New Zealand, with a median monthly move of about 2.4 points. That said, headline volatility was elevated: the average month‑to‑month swing was 8.13 points, inflated by a +106% jump from June to July and a further +61% leap into August, followed by a −72% reversal in September. Outside that Q3 burst, movements tended to fall in a modest 1–3 point range.
Seasonality showed a clear rhythm:
Globally, the pattern was steadier: Q1 averaged ~18.35, Q2 ~19.27, Q3 ~19.69, and Q4 stepped up to ~24.10, reflecting the typical rise in competition late in the year. New Zealand diverged from that global Q4 lift, remaining comparatively subdued after its Q3 spike.
Relative to the market, New Zealand CPMs sat below global levels in 10 of 13 months. The discount was widest in December 2025 (−65% vs. global) and February (−53%), and narrowest in June (−16%). The exception: July and August ran above market by +74% and +171%, respectively, before falling back below global levels in September (−23%). On average in 2025, New Zealand’s CPM (≈17.61) trailed the global mean (≈20.35). Trend lines also differed: the global December CPM rose from 20.44 to 25.45 year over year (+25%), while New Zealand fell from 11.00 to 9.01 (−18%). Volatility was notably higher in New Zealand (median monthly move ~2.4 points; average 8.1) than globally (median ~0.6; average ~1.1).
In short, Facebook Ads CPM analysis for all industries in New Zealand shows a mostly below‑market cost profile punctuated by a pronounced Q3 spike and a soft Q4 finish. Understanding CPM benchmarks for all industries in New Zealand helps teams gauge country‑specific ad costs and compare CPM performance to global Facebook Ads benchmarks.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting New Zealand, 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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Late November–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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