Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
US CPMs ran consistently above the global baseline over the 13-month window, with a clear Q4 lift into November followed by a December easing and a rebound into spring 2026. Volatility was elevated around the holiday season: November 2025 marked the year’s high for both markets, while December posted a sharp pullback. 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 available in United States compared to the global benchmark.
Measured as COST_PER_THOUSAND_IMPRESSIONS (CPM), the United States averaged roughly $23.44 across June 2025–June 2026, versus a global baseline average of about $20.76 — an average premium near $2.70 or ~13% above market. US CPMs started at $21.37 in June 2025 and finished at $23.87 in June 2026, an overall increase of about +11.7%. The series’ high was $27.40 in November 2025 and the low was $21.06 in July 2025.
Monthly momentum shows small moves through summer, a steady climb into Q4 and a pronounced spike into November (+4.58 absolute month-to-month for the US), followed by a sharp December decline (−3.79). Early 2026 saw renewed upward pressure: March and April delivered notable lifts (March ≈ $25.12; April ≈ $26.55) before a modest pullback into May–June.
Volatility, measured as the average absolute month-to-month change, ran around $1.70 per month in the United States versus about $1.48 globally — roughly 15% higher monthly swing in US CPMs. Those larger moves were concentrated around the Nov→Dec and Dec→Jan transitions.
Seasonal rhythm is visible: summer months (June–August) sat near the lower half of the range, then CPMs climbed through September–October and peaked in November. The November surge and December easing mirror typical Q4 competition and budget pacing dynamics commonly reflected in CPM analysis. After the holiday trough, CPMs regained momentum in late Q1 and into April 2026 before flattening slightly into early summer.
The pattern is rhythmic rather than monotonic — the US trajectory delivered sharper peaks and troughs than the baseline, with steeper rises into November and stronger corrections in December and January.
Across the year the United States ran consistently above the global benchmark: the US premium ranged from about +9% (June 2026) to roughly +17% (December 2025), averaging a ~13% premium. While the global trend rose by roughly +16% from June 2025 to June 2026, the US rise was more measured (+11.7%) but punctuated by larger month-to-month swings. In short, US CPMs were above market and more volatile than the baseline, especially around the Q4 peak and the spring rebound.
This CPM analysis sits alongside wider Facebook Ads benchmarks and CPC trends conversations — it complements CTR performance and country-specific ad costs context when evaluating industry ad performance.
Understanding cost-per-thousand-impressions (CPM) benchmarks for All industries available in the United States helps advertisers compare country-specific ad costs and align expectations with broader Facebook Ads benchmarks and CPM analysis for industry ad performance.
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:
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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