Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The main story: SaaS & Cloud Platforms show consistently higher CPMs than the global benchmark but with marked spikes and a pronounced mid-season surge. 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 in All countries available compared to the global benchmark.
Across the 13-month window (June 2025 → June 2026) median CPM (cost per thousand impressions) for SaaS & Cloud Platforms averaged about $28.3 — well above the global median of roughly $20.8. The series started at $23.17 in June 2025 and finished slightly lower at $22.32 in June 2026 (a modest −3.7% from start to finish). The low point was $21.69 in August 2025; the high point was a pronounced peak of $40.97 in February 2026. Aside from that February outlier, elevated plateaus appeared in October–November 2025 and March–April 2026 where CPMs ranged in the low-to-mid $30s. Monthly averages oscillated between ~$21.7 and ~$41.0, producing an annual mean near $28.3.
Volatility is notable: average absolute month-to-month movement was roughly $4.6 (about 16% of the SaaS mean), versus a baseline monthly change of ~ $1.48 (≈7% of the global mean). That makes SaaS CPMs roughly three times as choppy month-to-month compared with the overall market.
Seasonality is visible but uneven. Late Q3 (August) produced a trough (~$21.7), followed by a ramp into Q4 where CPMs jumped into the low $30s in October and peaked near $35 in November. After a holiday dip to $30 in December and a quieter January around $27, a sharp surge occurred in February 2026 to ~$41 — the clearest anomaly in the period. Spring months (March–April) settled back into the low $30s before a steep softening in May–June 2026 back to low $20s. The rhythm shows Q4 pressure and a strong early-year spike in February, then a reversion to late-Q3 levels by mid-2026.
Viewed against the global benchmark, SaaS & Cloud Platforms ran above market for most of the year. On average the category was about +36% versus baseline CPMs. The spread varied: at its narrowest in May–June 2026 SaaS CPMs were nearly level with the global median (+1–2%), while at its widest in February 2026 they were roughly +106% higher (more than double). Months like October–November and March sustained gaps of +33–+46%, indicating persistent above-average industry ad costs and more volatile CPM behavior compared with the broader baseline.
This CPM analysis places SaaS & Cloud Platforms above the global benchmark for most months across All countries available, illustrating elevated and more volatile industry ad performance. For search and comparison, note this is a CPM analysis within Facebook Ads benchmarks, complementing broader CPC trends, CPM analysis, CTR performance views, and country-specific ad costs when evaluating industry ad performance for SaaS & Cloud Platforms in All countries available.
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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