Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Nonprofit CPMs spent most of the year well below the broader market, carving out a clear value pocket through 2025 before a sharp reversal to start 2026. The global all‑industry benchmark climbed through Q4 as competition intensified; Nonprofit CPMs dipped into a late‑summer trough, recovered modestly into year‑end, then spiked dramatically in January 2026—flipping from persistent under‑market costs to a rare above‑market reading. Volatility in the Nonprofit series also ran hotter than the global baseline, with bigger month‑to‑month swings.
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 the Nonprofit industry across all countries compared to the global benchmark.
The Nonprofit series followed a familiar rhythm in the first half: steady Q1 build (January to March), mixed Q2, and a pronounced Q3 softness with July–September averaging just under $11.9. Q4 typically tightens in the broader market; the global benchmark surged from October to November before normalizing in December. Nonprofit CPMs did recover in Q4, but the rebound was muted relative to the market run‑up, keeping December below the global level. The standout deviation came in January 2026, when Nonprofit CPMs rose sharply as the overall market cooled after the holiday peak—a clean reversal of typical seasonality.
Across all countries, Nonprofit CPMs consistently ran below the global all‑industry benchmark through 2025—averaging roughly 26% lower ($14.9 vs. $20.15). The gap was narrowest in March (~1% below) and widest in September (~46% below), with Q4 also showing a broad discount (34–45% below from October to December). Trend lines diverged: the global benchmark climbed +24% from January to December 2025, while Nonprofit CPMs declined −5%. Nonprofit volatility was higher as well, with average monthly swings of $1.77 versus $1.21 for the global series. Only in January 2026 did the relationship invert, with Nonprofit CPMs landing about 55% above the market ($24.45 vs. $15.74).
Taken together, this CPM analysis shows that Facebook Ads benchmarks for the Nonprofit industry across all countries trended below the broader market for most of 2025, with deeper Q3 softness, a restrained Q4 lift, and an unusually strong surge in January 2026. Understanding Facebook Ads CPM benchmarks for the Nonprofit industry across all countries helps frame country‑specific ad costs and industry ad performance 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 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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
See how much it costs to get users to install an app