Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Spain ran well below the global CPM benchmark for most of the 13‑month window, then closed with a dramatic spike that rewrote the year’s story. 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 All industries in Spain compared to the global benchmark for COST_PER_THOUSAND_IMPRESSIONS (CPM).
Spain’s CPM sequence began at €5.77 in July 2025 and finished at €25.29 in July 2026 — a net lift of roughly +338% from start to finish driven largely by two late jumps. Across the period the median Spain CPM averaged about €7.6, with a low of €3.62 (August 2025) and an early high cluster around €6–7 in autumn 2025 and spring 2026. Volatility was meaningful: average absolute monthly change in Spain was about €2.34, reflecting sharper swings than the global baseline.
By contrast the global benchmark averaged €20.6 CPM, starting at €18.86 and ending at €16.47 (a moderate decline of ~‑12.7%). Global highs clustered in November 2025 (~€24.26) and April–May 2026 (~€23.65/€22.76). Spain’s troughs were far lower than global medians — August–September 2025 sat near €3.6–€3.8 while the global median held near €19–20.
Key monthly movements in Spain: an early trough in Aug–Sep 2025 (~€3.6–3.8), a lift into October–November (~€6.4–6.7), a stable spring near €6.8–7.2, then a jump to €10.37 in June 2026 and an extreme spike to €25.29 in July 2026. That final month pushed Spain above the global benchmark for the first time in this series.
The rhythm shows two clear phases: a prolonged low-cost phase from late summer 2025 through spring 2026, and a sudden cost escalation in early summer 2026. Typical quieter months (Aug–Sep) registered the year’s lowest CPMs in Spain, while competition or market shifts compressed prices upward into Q4 and again into the June–July window. The global baseline showed more muted seasonal swings, with the largest monthly moves around Q4 (Nov) and the late‑spring period.
Spain ran substantially below global CPMs for 12 of 13 months — generally 52–81% lower month‑to‑month — before reversing in July 2026. On average Spain’s CPM was about 63% below the global median across the period. Spain was more volatile than the benchmark (avg. monthly abs. change ≈ €2.34 vs €1.92 globally), and its trajectory shifted from steady underperformance to a pronounced overshoot by the final month.
Understanding Facebook Ads CPM analysis and country-specific ad costs for All industries in Spain helps marketers and creative strategists interpret CPM trends and compare industry ad performance to 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Spain, advertisers should consider local market factors and user behavior. 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.
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Late November–early December (Black Friday/Cyber Monday), Mid-August (summer promotions), December (Christmas & post-Christmas sales)
CPM and CPC might increase during Semana Santa (Holy Week) and May Day, particularly for travel and tourism campaigns. 'Puentes' (bridge days) could reduce weekday inventory while pre-holiday traffic boosts media consumption. Black Friday typically marks sharp rises in retail competition. Late December brings peak ad volumes and e‑commerce CPM spikes.
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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