Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Across all countries, Wellness & Holistic Health CPMs ran consistently above the global Facebook Ads benchmarks throughout the period, with a pronounced summer build, a sharp Q4 spike, and a steep reset into January 2026. The median cost per thousand impressions (CPM) for this industry averaged $27.35 versus the $19.81 global baseline — about 38% higher — and moved with noticeably greater month‑to‑month intensity. November delivered the high-water mark; January 2026 marked the low, underscoring a strong seasonal arc and a decisive post‑holiday cooldown.
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.
Wellness & Holistic Health CPMs began 2025 at $24.29 and ended at $18.35 in January 2026, a 24% decline year over year. The annual high landed in November at $31.68, with a secondary crest in August at $30.71. The annual low was January 2026 at $18.35. Across the 13 months, the median CPM averaged $27.35, ranging from the mid‑$20s in early 2025 to low‑$30s in peak months before a pronounced late‑year correction.
Momentum built early: March stepped up to $27.34, April nudged higher to $27.76, and May reached $29.45. A brief June pullback to $27.48 was followed by a summer lift into August’s $30.71. After a near‑flat October ($29.47), November spiked to $31.68 before CPMs retrenched to $26.46 in December and reset to $18.35 in January 2026. Month‑to‑month absolute movement averaged $2.26, signaling a more kinetic pattern than the market overall.
The rhythm follows a familiar CPM analysis pattern: firmer pricing through late spring and summer, intensified demand into November, and a cooling effect immediately after the holidays. Q1 2025 averaged $25.47 for Wellness & Holistic Health, climbed through mid‑year, and peaked in Q4 at a $29.20 average — about 15% above Q1. The jump from October to November was the standout inflection, with December giving back a notable share of that premium and January 2026 marking the softest point in the series.
Against the global benchmark, Wellness & Holistic Health stayed above market every month. The average gap was 38% (Industry: $27.35 vs. Global: $19.81). The spread was widest in August (about 51% above market) and tightest in January 2026 (about 17% above). Both series surged in November and cooled into December–January, but Wellness was more volatile: average monthly swings were $2.26 for the industry versus $1.63 globally, roughly 39% higher. From January to November 2025, global CPMs rose about 42%, while Wellness rose about 30%; from November to January 2026, Wellness fell 42% versus a 38% global decline.
As a snapshot of Facebook Ads benchmarks, this CPM analysis shows Wellness & Holistic Health carrying a consistent premium across all countries, with strong Q4 pricing and a pronounced post‑holiday reset. While focused on CPM, these patterns complement broader CPC trends and CTR performance discussions for evaluating country‑specific ad costs and industry ad performance. Understanding CPM benchmarks for Wellness & Holistic Health across all countries helps marketers contextualize media pricing against 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. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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