Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
The headline: Australia’s CPM ran consistently below the global benchmark across the study period, with sharp month-to-month swings that produced a roller-coaster year. 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 Australia compared to the global benchmark.
From June 2025 to May 2026, cost per thousand impressions (COST_PER_THOUSAND_IMPRESSIONS) in Australia started at about 14.79 and finished at 9.49 — a net decline of roughly 36% from the opening month. Australia’s 12‑month median was about 14.7, with a high of 21.77 in November 2025 and a low of 9.49 in May 2026. By comparison, the global baseline over the same months averaged roughly 20.7 CPM.
Those numbers tell a mixed narrative: two distinct spikes (November 2025 at 21.77 and April 2026 at 20.74) punctuated a year otherwise marked by softer mid-teen levels and two deep troughs (December 2025 at 10.88 and May 2026 at 9.49). The peak-to-trough swing within the Australian series exceeds 129% (low to high), highlighting episodic surges rather than a steady directional move.
Volatility was material: average absolute month-to-month change ran about 4.1 CPM, driven largely by the November and April surges and the December and May dips. Smaller month-to-month moves clustered around one point or less, but the large swings dominate the variability.
Rhythm in the data shows compression into a pattern of punctuated competition. Late‑year activity produced a large November uplift followed by a steep December pullback. A similar cadence appears with an April spike and a May trough immediately after. Across the year, mid-summer months (July–October in Australia) held relatively steady in the mid‑teens before volatility intensified in late Q4 and again in early Q2.
These monthly patterns create a cycle where higher-intensity windows are followed by pronounced declines, rather than a gentle seasonal slope. The baseline global series also shows Q4 and Q2 pressure, but the Australian series exhibits more abrupt month-to-month reversals.
Throughout the period Australia remained below global CPMs — on average about 29% lower than the global benchmark. The gap narrowed to roughly 10% in November 2025 (Australia’s closest point to the global market) and widened to about 58% in May 2026 (Australia’s largest shortfall). The global trend over the same months rose about 20% from the opening to the May endpoint, while Australia’s endpoint fell near 36% versus its start — a clear divergence in momentum.
Understanding Facebook Ads CPM analysis for all industries in Australia provides a data-rich perspective on country-specific ad costs and overall industry ad performance versus global CPM trends.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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