Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
June 2025 - June 2026
Detailed observation of presented data
Headline: Great Britain’s CPMs ran a choppier, slightly lower-cost course than the global benchmark over the past 12 months. 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.
Overall snapshot: cost per thousand impressions (CPM) for All industries in Great Britain averaged about £18.0, versus a global median near £20.7 — roughly 13% lower on average. That headline gap masks a volatile rhythm: sharp holiday spikes and deep troughs in autumn and late winter produced month-to-month swings far larger than the baseline.
The year opened in June 2025 at £17.9 and closed in May 2026 at £16.1, a modest net decline of about 10% from start to finish. The range was wide: the low was £13.3 in October 2025 and the high £26.6 in December 2025 — a swing of about £13.3 (nearly 100% relative to the low). Monthly values averaged £18.0, with notable peaks in November–December 2025 and a pronounced dip in March 2026 at £14.3.
Compared to the global monthly medians, Great Britain was below the market in 9 of 12 months. The largest relative underperformance occurred in March (GB £14.3 vs global £22.2, ~36% lower) and October (GB £13.3 vs global £20.1, ~34% lower). Conversely, December stood out as the one clear overperformance month: GB £26.6 vs global £20.2, about 32% higher.
Volatility was concrete: average absolute month-to-month movement in Great Britain was about £3.8 (roughly 21% of the GB mean), compared with an average baseline monthly swing near £1.6 (about 7.5% of the global mean). In other words, GB CPMs moved roughly 2.4× more, month-to-month, than the global pattern.
A seasonal tale emerges. Autumn produced the lowest trough (October), followed by a rebound into November and a strong spike in December. The holiday season spike peaked at £26.6 in December, materially above the global December median. Early Q1 showed a quick pullback: January and February settled near or slightly below global levels, then March posted a steep dip. April–May were relatively muted and stable near £16–£16.5 — below long‑run averages but less swingy than the winter months.
This rhythm—Q4 spike, Q1 retrenchment, late-winter softness—appears exaggerated in Great Britain compared with the baseline, where monthly movements were steadier and the highest medians clustered in the spring months instead of at year-end.
Relative framing: Great Britain’s CPMs trailed global medians by about 13% on average across the year, but the gap varied widely month-to-month. At the narrowest, GB was roughly in line or slightly above the global rate in July and January; at the widest, GB ran more than 35% below the global CPM in March. Overall, the global trend rose over the period (roughly +20% from June to May), while Great Britain showed a net decline (~−10%) and far greater month-to-month amplitude.
Understanding Facebook Ads CPM analysis and country-specific ad costs for All industries in Great Britain provides a clear picture of seasonal pressure points and relative market volatility. This CPM-focused industry ad performance summary for All industries in Great Britain situates local performance against global Facebook Ads benchmarks and broader CPM trends.
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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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:
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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