Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Retail CPMs ran below the market average across the 12‑month window, with a clear seasonal pulse and a few standout 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 Retail in All countries available compared to the global benchmark.
Cost per thousand impressions (CPM) for Retail averaged about $16.48 over June 2025–May 2026, beginning at $15.96 in June and finishing at $19.34 in May — a roughly 21% lift from start to finish. The year’s high came in November at $21.52 and the low in December at $13.47, a swing of about $8.04. By contrast the global (baseline) CPM averaged about $20.68 in the same period, making retail roughly $4.20 (≈20%) cheaper on average than the market.
Monthly moves tell a choppier tale than the averages alone: a steady mid‑teens band through summer and early fall, a sharp upswing into November (+28.7% from October), then a dramatic drop into December (−37.4%). From the winter trough the metric recovered through Q1 and into a steady rise across April–May.
There is a recognizable seasonal rhythm: late Q3 and Q4 show upward pressure, peaking in November, followed by an abrupt December softening and an early‑year rebound. Specifically, Retail CPMs hover near $15–16 in summer months, spike above $21 in November, then retreat into the low teens in December before climbing again through spring. The November spike and December collapse create a distinctive sawtooth pattern rather than a smooth Q4 plateau.
Across the year the average absolute month‑to‑month move for Retail was about 2.04 points — driven largely by the Nov→Dec reversal — which shows a higher intra‑year bounciness than the benchmark.
Compared to the global benchmark, Retail CPMs were consistently below market throughout the year. The gap averaged roughly 20% lower for Retail versus the baseline CPM. The narrowest gap occurred in November when Retail sat about 11% below the global level; the widest divergence was in December when Retail was roughly 33% below the baseline. The global trend itself also rose from June to May (baseline average rise ~20%), but it exhibited slightly lower month‑to‑month volatility (average absolute monthly change ≈1.56 points) than Retail, making Retail roughly 31% more volatile over this period.
This CPM analysis highlights Retail industry ad performance across All countries available, providing a clear comparison to global CPM analysis and Facebook Ads benchmarks for industry ad performance and country-specific ad costs. Understanding Cost Per Thousand Impressions benchmarks for Retail in All countries available helps marketers and creative strategists read seasonal momentum, volatility, and relative cost position against global CPM trends.
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 Retail 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