Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Nonprofit CPMs ran consistently below the market this year, showing a steadier but lower-cost rhythm than the overall benchmark. Across June 2025–May 2026 the median Cost Per Thousand Impressions (CPM) for Nonprofit averaged roughly $12.29, versus a global baseline of about $20.68 — a gap of roughly 40–41%. 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 Nonprofit in All countries available compared to the global benchmark.
The Nonprofit CPM series began at $13.78 in June 2025 and finished the 12‑month window at $14.18 in May 2026, implying a mild upward momentum overall. The 12‑month low was $10.67 in July 2025 and the high was $14.18 in May 2026, placing the range at about $3.51. Monthly movement averaged about $1.16 (absolute change), indicating moderate month-to-month choppiness but less swing than the baseline.
Notable months: July 2025 marked the trough at ~$10.67 (down ~22.6% from June), while November 2025 showed a clear uptick to $13.65 concurrent with a sharper baseline spike. The sequence from December 2025 through April 2026 hovered in a narrow band near $12.0–$12.4 before the May rebound to $14.18, the largest one‑month climb late in the period. Over the year the Nonprofit CPM median sat at ~$12.29, with November and June among the higher months and July and September the softest.
The calendar shows a familiar Q4 lift in the baseline that also translated into a smaller but visible November bump for Nonprofit CPMs. After that Q4 lift, Nonprofit costs eased into late Q4 and early Q1 (Dec–Jan), settling into a steady early‑year band (Feb–Apr) with lower amplitude than the market. The May rebound ended the 12‑month window on a stronger note for the Nonprofit vertical. In short, the rhythm is: softer mid‑summer, a Q4 lift, an early‑year plateau, and a late spring rebound.
Compared to the global benchmark, Nonprofit CPMs were consistently below market — trailing by roughly 27% at the narrowest point (June 2025) and by as much as ~48% at the widest (April 2026). On average across the year the Nonprofit CPM undershot the baseline by roughly 40–41%. Volatility measures tell a similar story: the baseline moved by about $1.56 on average month-to-month (absolute change), while Nonprofit moved about $1.16 — indicating the Nonprofit series was less volatile even as it sat well below baseline price levels.
Understanding Facebook Ads CPM benchmarks for Nonprofit in All countries available provides a clear, data-grounded view of how industry ad costs and CPM analysis compare to broader market behavior across the year.
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 Nonprofit 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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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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