Compare CPM benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The main story: CPMs in the United States ran above the global baseline throughout the year, showing a Q4 spike and a choppier rebound pattern into spring before a summer dip. 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.
Cost per thousand impressions (CPM) in the United States began at about $21.10 in July 2025 and ended at $20.24 in July 2026 — a mild decline of roughly 4.1% from start to finish. Over the 13-month window the U.S. median CPM averaged $23.42, with the peak hitting $27.47 in November 2025 and the trough at $20.24 in July 2026. Month-to-month movement was notable: the average absolute swing was roughly $2.0 CPM (about 8% of the mean), with the strongest single lift in November (+$4.62) and the steepest fall into July 2026 (−$4.31). These rhythms created a pattern of sharp spikes and rebounds rather than a smooth trend.
Seasonality shows a familiar cadence: CPMs climbed into Q4 with a pronounced November high, then eased in December and moved lower into January. A renewed lift arrived across March–April 2026, where CPMs climbed back into the mid-$20s, before rolling down through late spring into a summer trough by July. The November surge and the late-June/July softening are the most consistent monthly beats, producing a rhythm of year-end competition followed by spring re-acceleration and a subsequent summer correction.
Against the global baseline, the United States ran consistently above market. The global median averaged about $20.59 CPM over the same period, making the U.S. roughly 13.8% higher on average. Month-by-month the U.S. premium typically sat in the 11–15% range (for example ~11.9% in July 2025 and ~13.7% in October 2025). Two months stood out: December 2025 where the U.S. was about 17% above baseline, and July 2026 where the gap widened to about 23% as the global baseline fell further. Volatility comparisons are comparable: average absolute monthly movement for the global baseline was roughly $1.9 CPM versus ~$2.0 CPM in the U.S., indicating slightly choppier U.S. swings but similar overall rhythm.
Understanding Facebook Ads CPM analysis for All industries in the United States ties into broader Facebook Ads benchmarks, CPM analysis and country-specific ad costs, and complements CPC trends, CTR performance and industry ad performance context when evaluating how U.S. median impressions costs 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 States, advertisers often face higher costs because of high competition and purchasing power. 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 (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC may rise around Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend increases retail ad competition. December ad demand typically peaks, and retail campaigns may need larger budgets. Back-to-school promotions increase competition. Juneteenth may increase regional engagement.
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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