Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Across all industries in India, Facebook Ads CPMs sat at a fraction of global levels, yet moved with a distinct rhythm: a sharp January spike, a long mid‑year cool‑down, and a measured rebound into early Q4. The standout moments were clear — January’s surge to $4.05 and August’s trough at $1.39 — with relative volatility in India noticeably higher than the global benchmark despite far lower absolute costs. 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 India compared to the global benchmark.
India’s cross‑industry CPMs began at $2.30 in November 2024 and ended at $1.97 in October 2025, a 15% decline across the window. The median averaged $2.08, with a high of $4.05 in January and a low of $1.39 in August. The early-year swing was dramatic: December to January jumped 78%, followed by a 56% correction in February. Spring stabilized around the low‑$2 range ($2.23–$2.30 in March–April), before costs eased through early summer ($1.57–$1.66 in June–July). The market hit bottom in August, then lifted to $1.75 in September and $1.97 in October.
Month to month, India’s CPM volatility averaged $0.57, with the biggest moves clustered in Q1 (a +$1.77 rise into January and a −$2.27 drop into February). Outside that Q1 whipsaw, most moves fell in a tighter $0.06–$0.45 band, punctuated by May’s step‑down (−$0.66) and August’s dip (−$0.27).
The seasonal profile shows a short Q4 softening (November–December), a pronounced January lift, and a gradual comedown through Q2 and Q3, culminating in the August low. Early Q4 saw a rebound, with October’s $1.97 pacing above the Q3 average ($1.60) but still below the year’s opening level. This pattern aligns with a familiar industry cadence: pressure building around year‑end, a January reset that can elevate CPMs, and mid‑year softness before late‑year competition returns.
Globally, CPMs averaged $19.96 from November 2024 through October 2025, ranging from $17.87 (January) to $24.53 (November 2024), with a visible Q4 lift (October at $21.43 and November 2025 rising to $25.15).
India’s CPMs consistently priced far below the global benchmark — roughly one‑tenth of global levels on average. The monthly gap ranged from 77% below in January (India $4.05 vs. global $17.87) to 93% below in August (India $1.39 vs. global $20.46). While the global trend was relatively steady (+6–7% typical monthly swings, $1.27 average absolute change), India’s relative volatility was higher: a $0.57 average monthly swing equals about 27% of its mean CPM, compared with 6% globally. From November 2024 to October 2025, global CPMs fell 13% and India declined 15%, with both showing renewed lift moving into Q4.
In summary, Facebook Ads CPM benchmarks for all industries in India show structurally lower country‑specific ad costs, a pronounced January spike, mid‑year softness, and a modest Q4 rebound — a pattern that differs in magnitude but rhymes with the global CPM analysis. Understanding these CPM trends within India’s industry ad performance helps situate results against broader Facebook Ads benchmarks and 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 India, 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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.
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Cost per lead across different markets
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