Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all countries, CPMs for SaaS & Cloud Platforms traced a distinctly two‑phase year: soft and discounted through the first half, then accelerating sharply into Q4. Compared to the broader all‑industry global benchmark, SaaS CPMs started below market, crossed above midyear, and finished the year at a clear premium with an outsized holiday surge. Volatility was a defining feature, with steeper month‑to‑month swings than the global norm and several standout inflections in the back half of the year.
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.
Seasonality followed a familiar shape but with amplified amplitude. The market softened moving from December into January, with SaaS & Cloud Platforms dipping to their yearly low. A gradual rebound emerged across March–July, punctuated by brief mid‑summer pauses. Q3 held stable to slightly elevated CPMs, and then Q4 intensified: October initiated the surge, November extended it, and December set the annual high. This arc mirrors broader Facebook Ads benchmarks — a subdued Q1 and elevated Q4 — but the SaaS segment’s ascent was steeper.
H1 2025 averaged $16.51 for SaaS across all countries, below the global $18.81. H2 flipped the script: SaaS averaged $29.09 versus the global $21.89, with Q4 particularly elevated. Q4 alone averaged $36.57 CPM for SaaS versus $24.10 globally.
Relative to the all‑industry global benchmark:
This CPM analysis of Facebook Ads benchmarks shows that industry ad performance for SaaS & Cloud Platforms across all countries carried a midyear crossover and a powerful Q4 surge, ending the period well above the global market. While CPC trends and CTR performance vary by objective, understanding country‑agnostic CPM benchmarks for SaaS & Cloud Platforms helps frame country‑specific ad costs against global patterns.
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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