Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
SaaS & Cloud Platforms commanded consistently higher CPMs than the market over the 13-month window, with sharper swings and a pronounced mid‑period spike. 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.
Cost per thousand impressions (CPM) for SaaS & Cloud Platforms started at about $23.31 in July 2025 and finished at $19.43 in July 2026 — a net decline of roughly 16.7% from start to finish. Across the period the category averaged roughly $27.10 CPM, ranging from a low of $19.34 (June 2026) to a peak of $40.96 in February 2026. That February peak represented a roughly 76% lift versus July 2025 and was the standout month of the series.
By contrast the global baseline averaged about $20.59 CPM (min $16.47 in July 2026, max $24.26 in November 2025). SaaS & Cloud Platforms ran about 32% above the global benchmark on average, and exceeded baseline CPMs in 12 of 13 months — only June 2026 saw SaaS CPMs dip below the global level.
Monthly momentum was choppy: modest dips in late summer 2025 were followed by strong Q4 pressure (Oct–Nov 2025 at $33–$35), a post‑holiday pullback, then the large February 2026 surge. After the February spike, CPMs retreated through spring into a Q2 trough near $19–23.
Volatility — measured as average absolute month‑to‑month change — was meaningful. SaaS CPMs moved by about $4.8 on average month‑to‑month, more than twice the baseline’s average monthly change (~$1.9). This signals heavier swings in industry ad costs relative to the broader market during the period.
Seasonal rhythm is visible: Q4 (Oct–Nov) produced elevated CPMs, consistent with heavier competition and budget cadence. Early Q1 showed a sharp, isolated surge (February), followed by a gradual normalization through March–May and a softer Q2 bottom. The end of the series (June–July 2026) shows CPMs returning to levels closer to the market average.
Across All countries available, SaaS & Cloud Platforms generally ran above market CPMs — sometimes dramatically (Feb 2026 was ~106% above baseline). The gap narrowed at the trough (May–June 2026) and briefly inverted in June, when the industry fell about 12% below the global CPM. Overall, SaaS CPMs were higher and more volatile than the global benchmark throughout most of the year.
Understanding Facebook Ads CPM analysis for SaaS & Cloud Platforms across All countries available provides a clear view of industry ad performance and country-specific ad costs relative to global benchmarks.
Facebook advertising cost benchmarks
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 through regional competition and user engagement. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPM values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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The dataset includes over $3B in Facebook ad spend from thousands of ad accounts that use Superads to analyze and improve campaigns. Every data point is anonymized and aggregated. It does not expose an individual advertiser.
The dataset updates as new ad data is available.
Competition, seasonality, audience size, and ad quality affect CPM. Q4 can cost more. Smaller audiences and lower relevance scores often lead to higher CPMs.
Campaign objectives, bidding strategies, and time of day can change CPM. Conversion campaigns usually have higher CPMs than traffic campaigns, while broad targeting tends to 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.
Audience size and targeting both matter. Audience quality, including intent and fit with your offer, usually has more impact than size. Extremely tight audiences can raise CPM because delivery opportunities are limited.
Use CPM for awareness campaigns and CPC or CPA for performance campaigns. A high CPM can increase costs across the funnel.
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