Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Across the year-long window from June 2025 to June 2026, CPMs for All industries in All countries tracked the global benchmark exactly — the selected time series is identical to the baseline. 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 All countries compared to the global benchmark.
The headline: CPMs started the period at about $18.83 in June 2025, rose into a late‑year peak of roughly $24.21 in November 2025, and finished slightly lower at $18.16 in June 2026. The 13‑month mean CPM sits near $20.49. The calendar high ($24.21) is about 28.6% above the June 2025 start and about 33.3% above the lowest point ($18.16). The net change from the opening month to the closing month is a modest decline of roughly 3.6%.
Month-to-month momentum shows a largely calm run through summer and early fall, then a sharp lift into November (+4.08), an immediate pullback into December (−4.01), and a sequence of pulls and rebounds across Q1–Q2 2026 (notably +2.30 in Feb→Mar and +1.63 in Mar→Apr). Average absolute movement between months was about $1.81, indicating regular but not extreme monthly swings. The full high–low span is about $6.05, which represents roughly a 29–30% spread relative to the year mean.
Seasonality is evident in the late‑year surge: CPMs climbed from around $20 in October to the November peak before easing in December. This pattern creates a classic year‑end competitive spike followed by a holiday month retrenchment. Early 2026 shows a recovery rhythm: CPMs dip into January, then rise through March–April and ebb again by June. The clearest rhythm is October→November lift and November→December decline, with the spring months showing a secondary elevated window.
Because the selected series equals the baseline, All countries’ CPM profile is identical to the global benchmark across every month in the window — there is no divergence to report. Relative volatility, highs, lows, averages and monthly momentum all match the market benchmark, so statements about above/below market or gap percentages collapse to zero: the market and global series move in lockstep.
Understanding Facebook Ads benchmarks and CPM analysis for All industries in All countries provides a clear, data-grounded read on seasonal pressure, monthly volatility, and the magnitude of year‑end competition. This summary frames cost-per-thousand-impressions trends alongside related signals such as CPC trends, CTR performance, country-specific ad costs and broader industry ad performance benchmarks for All industries in All countries.
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:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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Explore how different campaign objectives affect your CPM performance:
See how CPM varies across different geographic markets: