Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
Australia’s cost-per-thousand-impressions (CPM) trajectory ran consistently below the global benchmark over the 13-month window, with sharper swings and two pronounced spikes. 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 available in Australia compared to the global benchmark.
CPM in Australia began at about $15.52 in July 2025 and finished at $12.92 in July 2026, a decline of roughly 16–17% from start to finish. Across the period the Australian median CPM averaged about $14.38, ranging from a low of $9.63 in May 2026 to a high of $21.73 in November 2025. By contrast the global baseline averaged roughly $20.59, with a narrower band between about $16.47 (July 2026) and $24.26 (November 2025).
Month-to-month movement in Australia was notable: two large lifts — November 2025 (+8.19 vs October) and April 2026 (+8.25 vs March) — were followed by sharp declines into December 2025 (−10.87) and May 2026 (−10.91). Outside those swings, the series showed gentle declines and small rebounds in Q1 2026 (Jan–Mar averaging ~12.6). Overall, Australian CPMs ran about 30% below the global average across the full window.
The rhythm shows common year-end disruption but with local exaggeration: November 2025 produced a marked spike (peak $21.73) coinciding with the global high month, yet Australia’s rebound into April 2026 generated a second local peak before a steep decline into late spring. December and May were the softest months for Australia ($10.86 and $9.63 respectively), creating a pattern of sharp spikes followed by deep troughs rather than smooth seasonal lifts. The global baseline exhibited milder month-to-month shifts and a more muted Q4–Q1 swing.
Relative to the baseline, Australia was consistently below market. The narrowest gap occurred in November 2025 when Australian CPMs were about 10% below the global level; the widest gap was in May 2026 when Australia trailed global CPMs by roughly 58%. Volatility quantifies that experience: average absolute monthly movement in Australia was about $4.04, more than double the baseline’s average monthly movement of about $1.92 — indicating Australia’s CPMs were materially more volatile than global CPM trends across the same months.
Understanding Facebook Ads benchmarks and CPM analysis for all industries in Australia helps contextualize country-specific ad costs and broader industry ad performance relative to global norms.
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. For campaigns targeting Australia, advertisers typically see good engagement rates despite moderate costs. 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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Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)
Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.
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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