Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Retail CPMs ran below the global benchmark over the 13‑month window but showed stronger momentum into mid‑2026. 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 $16.71 across the period, starting at $16.02 in June 2025 and finishing at $18.74 in June 2026 — a roughly +17% lift from start to finish. The retail series hit a high of $21.64 in November 2025 and a low of $13.49 in December 2025, producing an 8.15‑point absolute range. Month‑to‑month swings averaged about $1.94 (roughly 11.6% of the retail mean), reflecting noticeable choppiness.
By contrast, the global baseline CPM averaged around $20.75, peaking at $24.21 in November 2025 and bottoming near $18.80 in June 2025. Baseline month‑to‑month moves averaged about $1.48, so Retail was materially more volatile (≈31% higher average monthly change).
Key monthly movements: Retail eased into late summer (July low of $15.27), climbed into a November peak ($21.64), then plunged to a December trough ($13.49). From January through May 2026 there was a steady rebound to $19.27, with a small pullback to $18.74 in June.
Both series show a pronounced November spike — the largest single‑month uplift in the year — consistent with heavy Q4 competitive pressure. Where the global CPM stayed elevated after November, Retail reversed sharply in December, creating a pronounced seasonal trough. The first quarter of 2026 saw a gradual recovery for Retail, with the strongest month‑over‑month gains occurring in February→March and March→April. Late‑spring (April–May) marked the period of strongest sustained CPMs for Retail before a modest June dip.
The rhythm here reads as Q4 compression into a November high, a steep December reset for Retail, then a recovery arc through Q1 and into Q2 of 2026.
Across every month Retail CPMs ran below the global benchmark. The gap ranged from a narrow ~10.6% below global in November 2025 to a wide ~33.1% below global in December 2025. On average Retail was about 19.5% below the baseline CPM across the period. While the global trend was relatively smoother, Retail was both lower and more volatile — deeper troughs (December) and sharper rebounds (Nov→Dec drop, Dec→Mar recovery) than the baseline pattern.
In short: Retail’s CPM performance in All countries available tracked the global seasonal shape (a strong November) but with larger swings and lower absolute CPMs through most months.
Understanding CPM analysis and Facebook Ads benchmarks for Retail in All countries available clarifies how industry ad costs and country-specific ad costs compare to global patterns, and situates CPM trends alongside CPC trends, CTR performance, and broader industry ad performance.
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.
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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:
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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