Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented 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.
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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