Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Global Nonprofit CPMs spent the past year on a long downhill glide from a late‑2024 peak, bottoming out in September 2025 before a modest Q4 rebound. Compared to the broader cross‑industry benchmark, the Nonprofit market was cheaper and notably more volatile, with the gap widening through mid‑ to late‑2025. 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.
Cost per thousand impressions (CPM) for Nonprofits started at $26.67 in November 2024, then reset sharply to $17.50 in December and eased through most of 2025, ending at $14.60 in November 2025. The series averaged $16.17 across the 13 months, with a high of $26.67 (Nov ’24) and a low of $10.79 (Sep ’25) — a wide $15.88 range that’s roughly 98% of the average level. Month‑to‑month volatility averaged $2.58, nearly double the global cross‑industry swing.
Key moves:
For 2025 to date (Jan–Nov), Nonprofit CPMs averaged $15.10.
The pattern reads as a classic year‑end fundraising spike followed by a long cool‑down:
This rhythm mirrors typical Facebook Ads benchmarks: elevated costs late in the year as competition rises, with a gentler environment early in the new year — though the Nonprofit slide extended further into summer than the broader market.
Against the cross‑industry global baseline (average $20.10), Nonprofit CPMs were lower on average (−19.5%) and more volatile (average monthly move $2.58 vs. $1.39). The Nonprofit series sat below the global level in 11 of 13 months:
The global benchmark itself was steady: it dipped in January 2025, hovered around $19–$20 through mid‑year, and rose into Q4 (peaking at $24.72 in November). Its range ($6.92) was much narrower than Nonprofit’s.
In short, CPM analysis shows the Nonprofit industry across all countries moved from a late‑2024 high to a 2025 summer trough, then partially recovered, tracking well below cross‑industry Facebook Ads benchmarks for most of the year. Understanding Facebook Ads cost‑per‑thousand‑impressions benchmarks for the Nonprofit industry across all countries supports clearer read‑throughs of 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.
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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:
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Cost per lead across different markets
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