Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across Facebook Ads, CPMs in the United States ran consistently above the global benchmark, with a clear Q4 surge and a gentle climb through mid‑year. The narrative is steady pressure rather than sharp swings: a subdued Q1, a contained plateau from late spring into summer, and then a pronounced lift into November before a December comedown. 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 the United States compared to the global benchmark.
Looking at 2025 for all industries, Facebook Ads CPMs in the United States averaged $22.70, starting at $20.43 in January and finishing at $25.64 in December—up roughly 25% across the year and about 8% higher than December 2024 ($23.84). The annual high arrived in November at $28.35, with the annual low in January at $20.43. From May through September, CPMs held a tight band near $22, averaging $22.08—an extended period of relative stability.
Month-to-month moves were modest most of the year, with average absolute changes of $1.20, punctuated by Q4’s larger swings: a +$1.54 climb from September to October, a sharper +$4.56 spike into November, and a -$2.71 pullback in December. This pattern fits a familiar arc: restrained in H1, steady through summer, and expensive in late Q4.
Globally, 2025 CPMs averaged $20.02, with a similar rhythm—low in January ($17.74), peaking in November ($25.02), and easing in December ($22.71). Global monthly volatility was slightly lighter at $1.16.
Seasonality is clear in the United States data:
Globally, the cadence was comparable, with Q4 up roughly 26% versus Q1, signaling widespread seasonal competition. Notably, while the global market dipped below $20 for most of H1 and early H2, the United States held above $20 in every month of the year.
The United States outpaced the global CPM benchmark throughout 2025 by an average of 13–14% ($22.70 vs. $20.02). The premium narrowed to roughly 11% in August and October and widened to about 16% in February. In absolute terms, the gap ranged from about $2.25 to $3.33, peaking in November when both markets spiked.
Trend-wise, both curves rose into Q4, but the United States maintained a higher floor and a higher ceiling: $20+ all year and a late‑year high of $28.35 versus the global $25.02. Volatility was slightly elevated in the United States (average monthly move $1.20 vs. $1.16 globally), reflecting marginally sharper Q4 surges and reversals.
In short, Facebook Ads CPM analysis shows that across all industries in the United States, country-specific ad costs stayed above the global benchmark each month, with steady mid-year CPM trends and a pronounced Q4 peak. Understanding CPM benchmarks for all industries in the United States helps marketers contextualize country-level CPM trends and compare industry ad performance to global Facebook Ads benchmarks.
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 States, advertisers often face higher costs due to high competition and purchasing power. 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 (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.
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:
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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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