Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all countries, SaaS & Cloud Platforms ran consistently cheaper on Facebook Ads CPMs than the overall market, but with sharper month-to-month swings. The category opened high in late 2024, hit a deep January trough, then rebuilt through mid-year to a July peak before easing in August and finding near-parity with the market by September. 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.
From November 2024 to September 2025, SaaS & Cloud Platforms CPMs averaged $17.38, ranging from a low of $13.47 in January to a high of $20.88 in July—a $7.42 swing end to end. The series starts at $19.36 in November 2024, dips to $18.14 in December (−6%), and then resets sharply to $13.47 in January (−26% month over month). A gradual rebuild takes hold: February +6% ($14.27), March +17% ($16.76). April softens to $15.01 (−11%), followed by a two-month lift into May ($17.57, +17%) and June ($18.72, +7%). The category crests in July at $20.88 (+12% from June, +55% from January), cools in August to $17.72 (−15%), and rebounds to $19.25 in September (+9%). Monthly volatility averaged $2.15, or roughly 12% of the mean—indicative of a choppier ride than the market overall.
Looking at period averages, H1 2025 for SaaS came in at $15.97, while Q3 averaged $19.28—a 21% lift from early-year levels. The arc reads as a Q1 reset, a steady Q2 rebuild, a July spike, and a late-summer pullback with a firm September.
Seasonality is visible and familiar: late Q4 pricing pressure, a January trough, and mid-year strengthening. November 2024 posts a premium CPM, December cools but remains elevated, and January marks the cycle low. Momentum returns through March, pauses in April, then accelerates into June and July. After that high-water mark, August softens—consistent with late-summer ebb—before September stabilizes near the full-market baseline.
Compared with the global benchmark (all industries, all countries), SaaS & Cloud Platforms CPMs were lower on average and more volatile:
Overall, this CPM analysis shows SaaS & Cloud Platforms tracking below market pricing most months, with a pronounced mid-year lift and tighter alignment with global Facebook Ads benchmarks by September. Understanding Facebook Ads CPM benchmarks for SaaS & Cloud Platforms across all countries helps frame country-specific ad costs and industry ad performance relative to broader CTR performance and CPC 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 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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