Facebook Ads Insights Tool

Facebook Ads CPM Benchmarks in Colombia

Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type

CPM (Cost Per Mille) in Colombia

November 2024 - November 2025

Insights

Detailed observation of presented data

Introduction

Colombia’s Facebook Ads CPMs ran at a distinctly lower cost floor than the global benchmark, yet the market showed clear momentum through 2025 with pockets of sharp acceleration. Median CPMs for all industries in Colombia averaged about 2.62 over the past 12 months, compared with roughly 20.00 globally — an 85–90% discount to worldwide country-specific ad costs. Even at this lower level, the rhythm was not flat: costs lifted from a late-2024 trough, built through spring, softened in late summer, and then spiked into October.

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 Colombia compared to the global benchmark.

The story in the data

Across November 2024 to October 2025, Colombia’s median CPM moved from 1.99 in November to 4.19 by October — more than doubling (+111%). The low point came in December 2024 at 1.74, followed by a steady climb: 2.81 in February, 2.84 in March, and a spring plateau around 2.73–3.18 through April–June. After a late-summer dip to 2.12 in September, CPMs surged to their period high in October at 4.19.

  • Average: 2.62
  • High: 4.19 (October 2025)
  • Low: 1.74 (December 2024)
  • Month-to-month absolute movement averaged 0.46 points, with the largest leap from September to October (+98%). Other notable shifts included a December pullback (−12%) and a January-to-February lift of +57%.

Globally, the median CPM averaged about 19.96 over the same window, peaking at 24.53 in November 2024 and bottoming in January 2025 at 17.87. Month-to-month moves averaged 1.27 points. Put differently, Colombia’s CPM changes were smaller in absolute terms but more pronounced relative to its lower base: ~18% of the local mean vs. ~6% of the global mean, signaling more relative volatility.

Seasonal and monthly dynamics

The seasonal pattern in Colombia tracked a familiar arc but at a different cadence. Costs softened into late Q4 2024 (November–December), then rebounded through Q1 and Q2 2025. Q2 marked the strongest sustained period (quarterly average ~2.94), before easing across Q3 (~2.42). The market then pivoted sharply higher in October, consistent with early Q4 competition as broad industry ad performance tightens inventory.

The global benchmark showed a different rhythm: a steep drop from November to January, followed by a gradual climb through the year and a lift into October. Colombia’s curve was choppier, with pronounced surges (February, May, October) and a clearer late-summer lull.

Country vs. Global

Throughout the period, Colombia’s CPMs sat at 8–20% of global levels. The widest gap appeared in November 2024 (Colombia at 8% of the global median), narrowed notably in May (16%), and tightened further in October (nearly 20%). While the global trend rose modestly over the year (+9% from January to October), Colombia’s trajectory was stronger and more asymmetric — −12% into December, then a broad climb culminating in a sharp October spike.

Overall, Colombia’s Facebook Ads benchmarks for CPM highlight a low-cost market with higher relative volatility and a pronounced Q4 ramp. Understanding CPM analysis for all industries in Colombia helps situate country-specific ad costs within the broader global pattern and frame year-over-year CPM trends alongside global CTR performance and CPC trends seen in wider industry ad performance benchmarks.

Understanding the Data

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 Colombia, 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

Colombia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 6Epiphany
Mar 24Saint Joseph's Day
Apr 17Maundy Thursday
Apr 18Good Friday
May 1Labour Day
Jun 2Ascension Day
Jun 23Corpus Christi
Jun 30Sacred Heart of Jesus
Jul 20Independence Day
Aug 7Battle of Boyacá
Aug 18Assumption of Mary
Oct 13Columbus Day
Nov 3All Saints' Day
Nov 17Independence of Cartagena
Dec 8Immaculate Conception
Dec 25Christmas Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas), Mid‑year promotions around Independence Day (Jul 20) and Children's Day (Oct 13)

Potential Advertising Impact

CPM and CPC might increase during long weekends and holidays like Independence Day due to heightened leisure media consumption. Major e‑commerce events could result in sharp spikes in retail competition. June holidays could disrupt typical ad pacing. Many holidays shifted to Mondays make weekend campaigns perform better.

What affects CPM rates on Facebook Ads?

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.

Why does my CPM vary so much between campaigns?

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.

What's a competitive CPM for 2025?

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.

Does audience size or targeting affect CPM more?

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.

Should I worry more about CPM or CPC?

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.