Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Germany’s Facebook Ads CPMs sat well below the global benchmark across the year, but they also moved more sharply month to month. The story is a steady comedown from a December peak into a softer mid-year, punctuated by brief rebounds and a fresh low in October. Compared with the global curve, Germany’s prices fell faster, dipped deeper in late spring and late summer, and didn’t catch the same lift into October that the broader market did.
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 Germany compared to the global benchmark.
Germany’s CPM opened at $16.76 in November 2024 and peaked a month later at $16.97 in December. From there, prices eased into February ($12.67), rebounded in March ($15.26), and then stepped down again into May’s local trough ($10.71). A mid-year recovery held around the $13 mark in June–July, slipped in August ($11.25), lifted in September ($13.15), and ended at the yearly low in October 2025 ($10.52). The 12‑month median averaged $13.51, spanning a $6.45 range between the December high and the October low.
Momentum was choppy. Absolute month‑over‑month changes averaged $1.91, indicating relatively brisk swings for CPM analysis. That’s a larger pulse than the global benchmark, where the typical monthly move was $1.27 over the same period.
Seasonality shows clearly in the Q4 surge: November–December were Germany’s most expensive months, followed by a Q1 cooldown with a March rebound. The softest stretch emerged in late Q2, with May as a key dip. Summer steadied but remained subdued, with August marking another trough before a brief September lift. Notably, October 2025 set the annual low in Germany even as the global series moved higher into early Q4—an uncommon divergence for country-specific ad costs.
Quarterly rhythm reflects this arc:
Against the global Facebook Ads benchmarks, Germany’s CPM averaged $13.51 versus the market’s $19.96—about 32% lower. Germany trailed the global level every month, with the narrowest gap in January 2025 (about 16% below) and the widest in October (roughly 51% below). Over the period, the global trend eased by about 13% (November to October), while Germany declined more steeply, down roughly 37%, and was more volatile month to month.
In sum, CPMs for all industries in Germany were consistently below market, more variable, and closed the period at their lowest point. Understanding Facebook Ads CPM benchmarks and country-specific ad costs helps frame CPM trends and industry ad performance in Germany relative to global patterns.
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 Germany, 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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Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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:
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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