Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
CPM patterns in Great Britain told a year of contrasts: a market that ran below the global benchmark for most months but produced a dramatic December spike and greater month-to-month swings. 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 Great Britain compared to the global benchmark.
Cost per thousand impressions (CPM) for All industries in Great Britain started at 18.95 in July 2025 and finished at 18.39 in July 2026 — a modest net decline of about 3%. Across the 13-month window the Great Britain median CPM averaged roughly 17.38, with a low of 13.20 (October 2025) and a high of 26.48 (December 2025). That low-to-high swing represents about a 100% range from trough to peak in absolute terms.
By contrast the global baseline averaged about 20.58 over the same months, so Great Britain ran roughly 15–16% below the global CPM on average. Month-to-month movement in Great Britain was notably brisk: the average absolute change was about 3.45 points per month (≈20% of the local mean), compared with roughly 1.92 points monthly for the global benchmark (≈9% of the global mean). Those numbers frame Great Britain as a more volatile market for CPM within this sample.
Rhythm across the year shows distinct pockets of softness and strength. Great Britain softened into October (the year’s trough at 13.20), then surged into a December peak at 26.48 — a clear year-end lift that outpaced the global December reading. Early 2026 featured a retrenchment: CPMs eased through Q1 with March at 14.42 before settling into a steadier mid-teens band through spring and early summer. The July 2026 reading (18.39) marked a return near the year’s opening level.
The baseline pattern carries its own seasonality: global CPMs rose into a spring peak around March–April and held elevated through May, then eased into July. Great Britain’s calendar was choppier, with sharper troughs in October and March punctuated by the December spike.
Relative comparisons show a market that was below average most of the time but not uniformly so. Great Britain trailed global CPMs by about 25–35% in several months (notably March and April 2026 and October 2025). At its closest point (July 2025) Great Britain was essentially in line with the global benchmark. The widest positive divergence occurred in December 2025, when Great Britain’s CPM ran roughly 31% above the global figure. Overall, Great Britain presented larger swings and higher month-to-month volatility than the global baseline.
Understanding CPM analysis within Facebook Ads benchmarks and country-specific ad costs for All industries in Great Britain clarifies how local seasonality and market dynamics compare to global patterns.
Facebook advertising cost benchmarks
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.
Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC may increase around early May and late August bank holidays as people travel or browse retail. Black Friday/Cyber Monday may raise retail CPMs in fashion, electronics, and online shopping. Late December typically has peak CPMs, so e-commerce budgets may need an earlier ramp-up.
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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