Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Brazil’s cost-per-thousand-impressions (CPM) profile tells a clear, low-cost-but-uneven story versus the global market. Over the 12‑month window from June 2025 to May 2026, CPMs in Brazil ran far below the global benchmark but moved with sharper local swings — a mix of isolated lifts and sudden declines rather than a steady climb. 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 Brazil compared to the global benchmark.
Starting in June 2025, Brazil’s CPM was about $2.73 and finished the period in May 2026 at $5.86 — a net lift but driven largely by a single late spike. Across the year the median CPM for All industries in Brazil averaged roughly $2.78, with a low of about $1.77 in August 2025 and a high of $5.86 in May 2026. Month‑to‑month movement was meaningful: the average absolute monthly change was about $0.97, and the standard deviation across months was roughly $1.10.
By contrast, the global baseline CPM averaged about $20.68 over the same months, ranging from roughly $18.83 to $24.21. That positions Brazil’s average CPM at about $2.78 versus a global $20.68 — Brazil traded at roughly 13–26% of global levels across the year (i.e., 74–87% lower in most months), with the narrowest gap in May 2026 and the widest gap in November 2025.
Brazil’s rhythm was punctuated rather than seasonal. There was an early summer lift into July 2025 (CPM rose to about $4.03), then a decline to the August trough near $1.77. The autumn months stayed muted around $2.40–$2.48, and November 2025 dipped near one of the year’s lowest local points ($2.03) even as the global benchmark peaked that month. After a modest rebound into early 2026, April held steady around $2.37 before the sharp May spike to $5.86 — the period’s standout outlier. Overall, Brazil showed sharper proportional swings (monthly changes often 20–40% of the local mean) compared with the flatter, higher‑base global pattern.
Relative phrasing captures the gap: Brazil’s CPMs were below average against the global benchmark throughout the year, operating at approximately 8–26% of global CPMs month by month. The global series rose and peaked into late Q4 (Nov) and remained elevated through spring, while Brazil’s series was choppier — more volatile on a relative basis (roughly 40% relative standard deviation in Brazil vs ~9% for the global baseline). In short, Brazil was lower cost but more episodic in its CPM behavior.
Understanding Facebook Ads CPM analysis for All industries in Brazil provides a data-rich lens on country-specific ad costs and industry ad performance relative to global patterns, highlighting a low-cost yet volatile CPM profile for Brazil.
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 Brazil, advertisers should consider local market factors and user behavior. 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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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.
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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