Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Global Facebook Ads benchmarks for CPM moved through a familiar cycle across the last 13 months: a November spike, a December cool-off, a January trough, and a steady climb back into a new high by the following November. Median CPM averaged about $20.36 over the period, bounded by a low of $17.87 in January and a high of $25.15 in November, with moderate month-to-month swings. Since this view aggregates all industries and all countries, the selected market mirrors the global benchmark exactly—useful as a directional reference point for country-specific ad costs or industry ad performance cutaways. 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 across all countries compared to the global benchmark.
The period opens at $24.53 CPM in November 2024 and closes at $25.15 in November 2025, a modest +2.5% lift year over year for the month. The path between those endpoints shows clear seasonality and measured volatility:
Seasonality is pronounced. CPMs are strongest around major retail moments, led by November, then ease into December and reset in January. From there, costs rebuild through late Q1 and spring, stabilize in early summer, and firm again in late Q3. Performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1—this pattern is echoed here with a visible November surge, a December cooldown, and a January trough.
Because the selected view spans all industries in all countries, it aligns 1:1 with the global benchmark across every month. There is no gap to track; the global trend itself is the reference. Across the window, the global series rises slightly (+2.5% from November to November) but remains choppier in peak shopping periods and steadier midyear. Relative to the annual average, the gap is widest at the seasonal extremes (January −12%, November +23%).
In sum, this CPM analysis of Facebook Ads benchmarks for all industries worldwide shows a predictable seasonal arc: November highs, January lows, and midyear stability around $19–$20 CPM. Understanding CPM benchmarks for all industries across all countries helps marketers interpret country-specific ad costs and compare performance to 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. Different industries see varying ad costs due to market competition, user demographics, and conversion value. 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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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Cost per lead across different markets
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Explore how different campaign objectives affect your CPM performance:
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