Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Wellness & Holistic Health ran hot on Facebook Ads in 2025. Cost per Thousand Impressions (CPM) across all countries consistently cleared the global benchmark by a wide margin, with premiums typically in the 30–55% range. The year’s rhythm shows a soft open after the holidays, a steady spring lift, a late‑summer surge, and a pronounced Q4 escalation. Volatility was also higher than the market, with sharper month‑to‑month movements and standout peaks in August and November. 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 Wellness & Holistic Health across all countries compared to the global benchmark.
From December 2024 to November 2025, Wellness CPMs averaged $28.61, ranging from a low of $25.13 in January to a high of $33.26 in November. The period begins at $29.01 in December 2024, dips to $25.13 in January (−13%), then rebuilds: +1% in February ($25.46), +8% in March ($27.50), and +6% into May ($29.86). A mid‑year pullback in June (−7% to $27.67) is followed by a step‑up in August ($31.13, +11% from July), a mild reset in September ($29.19), and a strong Q4 finish with October at $28.97 and November reaching the annual high of $33.26 (+15% month over month). The average monthly swing was $1.88, indicating a more dynamic pricing environment than the broader market.
Seasonality is clear. CPMs soften after the December holiday peak, bottoming in January before climbing through spring. Early Q3 holds steady, then August marks a decisive inflection with the year’s first $31+ CPM print. Q4 shows the expected cost expansion as auction competition intensifies: the two observed months averaged $31.12, the highest quarterly pace of the year. Quarter by quarter, the Wellness average rose steadily: Q1 at $26.03, Q2 at $28.56, Q3 at $29.44, and the partial Q4 at $31.12.
Against the all‑industry global benchmark, Wellness & Holistic Health CPMs were consistently above market. The category averaged $28.61 versus the global $19.92 over the same window—a 44% premium. Month by month, the premium ranged from a narrow +31% in November (Wellness $33.26 vs. Global $25.47) to a wide +55% in August ($31.13 vs. $20.06). The gap generally narrowed into Q4 as global CPMs accelerated more sharply. From January to November, the global benchmark rose 43% (from $17.80 to $25.47), while Wellness rose 32% (from $25.13 to $33.26). Volatility was also higher in Wellness: the average absolute monthly change was $1.88 compared to $1.20 globally, indicating more pronounced swings in category pricing. Notably, the global series shows an extreme December 2025 spike to $84, a clear outlier beyond the Wellness cutoff.
As a Facebook Ads benchmark, this CPM analysis shows Wellness & Holistic Health running structurally above the market across all countries, with higher volatility and a clear Q4 cost escalation. Understanding CPM trends for the Wellness & Holistic Health industry across all countries helps teams evaluate country-specific ad costs, compare industry ad performance to the global baseline, and situate their Facebook Ads benchmarks within broader market dynamics.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their Facebook ad. In the Wellness & Holistic Health industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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.
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