Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The main story: CPMs for SaaS & Cloud Platforms ran consistently above the global baseline across the year, showing pronounced spikes in late Q4 and an extraordinary peak in February 2026. 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 the SaaS & Cloud Platforms cohort started June 2025 at about 23.21, and finished May 2026 essentially unchanged at 23.19 — a near-flat start-to-end momentum. Behind that steady endpoints, however, the year was bouncy: the 12‑month average CPM for this industry was roughly 28.94, with a low of 21.67 (August 2025) and a high of 41.15 (February 2026). That peak represents roughly a 90% swing from trough to peak in absolute terms.
Volatility was material. Monthly absolute moves averaged about $5.04 per thousand impressions, and the standard deviation across the 12 months was about $5.77 — sizable given the category. By contrast, the global benchmark averaged about $20.68 CPM over the same months with a standard deviation near $1.92, indicating the SaaS & Cloud Platforms stream was roughly three times more volatile than the baseline.
Rhythm across the year shows softer pockets in late summer (August) and again in May, while October–November and early 2026 produced higher pressure on CPM. October and November 2025 climbed into the low‑30s (33.06 and 34.85), and February 2026 stands out as an outlier high at 41.15. Between those highs, March–April sat around the low‑to‑mid 30s before returning toward May’s lower level. Performance typically intensifies going into Q4 and then sees another surge around the turn of the year in this dataset; the pattern here shows Q4 lift concentrated in October–November and an additional spike in early Q1.
Across every month observed, SaaS & Cloud Platforms CPMs sat above the global benchmark. The monthly gap ranged from a narrow spread of about 2% (May 2026) to a wide divide of roughly 107% (February 2026). On average the industry was about 40% above the baseline CPM. In volatility terms, the SaaS & Cloud Platforms line was materially more volatile than the global trend, with standard deviation roughly three times higher and average monthly moves of about $5 versus about $1.7 in the baseline months.
Understanding CPM analysis, Facebook Ads benchmarks, CPC trends, CTR performance and country-specific ad costs in the context of industry ad performance for SaaS & Cloud Platforms across All countries available provides a clear picture of elevated costs and elevated variability relative to the global benchmark.
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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