Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
CPM patterns in Great Britain told a year of contrasts: a market that ran below the global benchmark for most months but produced a dramatic December spike and greater month-to-month swings. 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 Great Britain compared to the global benchmark.
Cost per thousand impressions (CPM) for All industries in Great Britain started at 18.95 in July 2025 and finished at 18.39 in July 2026 — a modest net decline of about 3%. Across the 13-month window the Great Britain median CPM averaged roughly 17.38, with a low of 13.20 (October 2025) and a high of 26.48 (December 2025). That low-to-high swing represents about a 100% range from trough to peak in absolute terms.
By contrast the global baseline averaged about 20.58 over the same months, so Great Britain ran roughly 15–16% below the global CPM on average. Month-to-month movement in Great Britain was notably brisk: the average absolute change was about 3.45 points per month (≈20% of the local mean), compared with roughly 1.92 points monthly for the global benchmark (≈9% of the global mean). Those numbers frame Great Britain as a more volatile market for CPM within this sample.
Rhythm across the year shows distinct pockets of softness and strength. Great Britain softened into October (the year’s trough at 13.20), then surged into a December peak at 26.48 — a clear year-end lift that outpaced the global December reading. Early 2026 featured a retrenchment: CPMs eased through Q1 with March at 14.42 before settling into a steadier mid-teens band through spring and early summer. The July 2026 reading (18.39) marked a return near the year’s opening level.
The baseline pattern carries its own seasonality: global CPMs rose into a spring peak around March–April and held elevated through May, then eased into July. Great Britain’s calendar was choppier, with sharper troughs in October and March punctuated by the December spike.
Relative comparisons show a market that was below average most of the time but not uniformly so. Great Britain trailed global CPMs by about 25–35% in several months (notably March and April 2026 and October 2025). At its closest point (July 2025) Great Britain was essentially in line with the global benchmark. The widest positive divergence occurred in December 2025, when Great Britain’s CPM ran roughly 31% above the global figure. Overall, Great Britain presented larger swings and higher month-to-month volatility than the global baseline.
Understanding CPM analysis within Facebook Ads benchmarks and country-specific ad costs for All industries in Great Britain clarifies how local seasonality and market dynamics compare 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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
Average cost per purchase benchmarks across industries
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