Facebook Ads CPM Benchmarks in United States

Introduction

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.

The story in the data

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.

Seasonal and monthly dynamics

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.

Country vs. Global

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.