Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
SaaS & Cloud Platforms CPMs spent most of 2025 building momentum: below the market in the first half, then breaking above the global benchmark in Q3 and surging through Q4. The year closed with a pronounced jump in costs and an unusual January spike that diverged from broader market seasonality. 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 SaaS & Cloud Platforms across all countries compared to the global benchmark.
Cost per thousand impressions for SaaS & Cloud Platforms started at $13.56 in January 2025 and ended at $56.21 in January 2026—up roughly 315% across the period. Within 2025, the low was January ($13.56) and the high was November ($34.23), with a full‑year average of $21.81; across the full 13 months, the average was $24.46. The steepest month-to-month move in 2025 came in October, jumping nearly $10 from September (+$9.96) as CPMs accelerated into the holiday quarter. After a brief December retrace to $30.48, January 2026 leapt a further 84% month over month to $56.21, the period’s peak.
Volatility was notably elevated. Average absolute monthly change measured $2.74 in 2025, rising to $4.66 when January 2026 is included. By comparison, the global benchmark’s average monthly change was $1.21 in 2025 (and $1.63 including January 2026), underscoring sharper swings in SaaS & Cloud Platforms CPMs.
The year opened soft: Q1 2025 averaged $14.96, with modest gains across February and March. Q2 lifted gradually to an $18.13 average as costs climbed into summer. Q3 stabilized around $21–22, signaling a steady, higher plateau. Q4 then shifted decisively higher—averaging $32.37—driven by October’s surge and a November high watermark. December eased but remained elevated versus earlier months. While global CPMs typically cool in early Q1 after the holiday peak, January 2026 for SaaS & Cloud Platforms broke pattern with a spike to $56.21.
Against the all-industry global benchmark, SaaS & Cloud Platforms tracked below market early, then rose above and stayed there. For 2025, SaaS averaged $21.81 versus $20.15 globally (+8%). The gap was widest in Q4, with SaaS averaging 41% above the benchmark (Q4 SaaS $32.37 vs. global $22.98). In H1, SaaS CPMs were on average 13% below global levels; in H2 they were 25% above. August marked the narrowest gap (~+3% above market), while October showed the widest within 2025 (~+49% above). Over the year, global CPMs climbed steadily from $17.73 in January to $22.04 in December (+24%), whereas SaaS rose far faster from $13.56 to $30.48 (+125%). The divergence extended into 2026: the global benchmark fell to $15.74 in January (−29% vs. December), while SaaS spiked to $56.21 (+84%).
Facebook Ads benchmarks point to a year of rising CPMs for SaaS & Cloud Platforms across all countries, with a contained first half, a firming Q3, and a Q4 surge that carried into January. This CPM analysis helps frame country-specific ad costs within a global context and complements broader CPC trends and CTR performance benchmarks for the category. Understanding Facebook Ads CPM benchmarks for SaaS & Cloud Platforms across all countries enables clear comparison to global patterns over 2025–2026.
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 SaaS & Cloud Platforms 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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