Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
The CPM story in Great Britain over the past 13 months reads as a late-year surge layered on top of a choppy mid-year. For all industries, Facebook Ads CPMs in Great Britain averaged 19.6, landing just below the 19.8 global benchmark. The market opened soft in January 2025 (13.6), climbed unevenly through summer, then spiked sharply into December (34.6) before easing to 26.9 in January 2026. Volatility was the standout feature: Great Britain moved more abruptly than the world average, with larger swings and sharper month-to-month pivots.
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.
Starting at 13.6 in January 2025 and ending at 26.9 in January 2026, Great Britain’s CPM nearly doubled (+97%). The year’s low point was January (13.6), with another trough in October (14.4). The high arrived in December at 34.6 — 154% above where the year began — before a typical post-holiday reset in January 2026 (−22% vs. December).
Across the period, CPM averaged 19.6, with a wide range of 21.0 points between the low and high. Month-to-month moves averaged 4.6 points, indicating notably higher volatility than the global trend. Key inflection points included July’s step-up to 22.2 (the year-to-date high at that time), August’s pullback (−23% MoM), a September rebound to 20.0, and a sharp October dip to 14.4 followed by an aggressive two-month climb into the December peak.
The first half of 2025 was comparatively restrained: H1 averaged 16.3, then accelerated in H2 to 21.6 (+33%). The summer showed a temporary lift (June–July), but momentum faltered in August before rebuilding. Q4 displayed the classic holiday compression but with an unusual shape: October came in soft (14.4), November recovered to 21.5, and December surged to 34.6. The post-holiday cool-down was visible in January 2026, though CPMs remained elevated at 26.9 compared with early 2025 levels.
Global seasonality followed a smoother cadence: stable H1 (18.8 average), a more measured H2 rise (21.5), and a Q4 swell that peaked in November before easing in December and dropping sharply in January 2026.
Relative to Facebook Ads benchmarks worldwide, Great Britain’s CPMs were slightly below average overall (19.6 vs. 19.8). Through most of the year, the market priced under global levels — notably in October (−34%) and March (−20%). Parity appeared in September, while premiums emerged late: Great Britain ran above the global benchmark in July (+14%), December (+57%), and January 2026 (+71%). The narrowest gap was September (near zero), and the widest premium was January 2026. Volatility was the sharper differentiator: Great Britain’s average monthly change (4.6 points) was almost three times the global baseline (1.6), underscoring more abrupt swings in country-specific ad costs.
In sum, this CPM analysis shows all-industry Facebook Ads benchmarks in Great Britain running close to global averages but with far greater volatility — underperforming for much of the year, then breaking above market into the holidays and staying elevated into January 2026. Understanding Facebook Ads CPM benchmarks for all industries in Great Britain helps teams interpret country-specific ad costs 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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