Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
July 2025 - July 2026
Detailed observation of presented data
The main story: CPMs in the United States ran above the global baseline throughout the year, showing a Q4 spike and a choppier rebound pattern into spring before a summer dip. 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 the United States compared to the global benchmark.
Cost per thousand impressions (CPM) in the United States began at about $21.10 in July 2025 and ended at $20.24 in July 2026 — a mild decline of roughly 4.1% from start to finish. Over the 13-month window the U.S. median CPM averaged $23.42, with the peak hitting $27.47 in November 2025 and the trough at $20.24 in July 2026. Month-to-month movement was notable: the average absolute swing was roughly $2.0 CPM (about 8% of the mean), with the strongest single lift in November (+$4.62) and the steepest fall into July 2026 (−$4.31). These rhythms created a pattern of sharp spikes and rebounds rather than a smooth trend.
Seasonality shows a familiar cadence: CPMs climbed into Q4 with a pronounced November high, then eased in December and moved lower into January. A renewed lift arrived across March–April 2026, where CPMs climbed back into the mid-$20s, before rolling down through late spring into a summer trough by July. The November surge and the late-June/July softening are the most consistent monthly beats, producing a rhythm of year-end competition followed by spring re-acceleration and a subsequent summer correction.
Against the global baseline, the United States ran consistently above market. The global median averaged about $20.59 CPM over the same period, making the U.S. roughly 13.8% higher on average. Month-by-month the U.S. premium typically sat in the 11–15% range (for example ~11.9% in July 2025 and ~13.7% in October 2025). Two months stood out: December 2025 where the U.S. was about 17% above baseline, and July 2026 where the gap widened to about 23% as the global baseline fell further. Volatility comparisons are comparable: average absolute monthly movement for the global baseline was roughly $1.9 CPM versus ~$2.0 CPM in the U.S., indicating slightly choppier U.S. swings but similar overall rhythm.
Understanding Facebook Ads CPM analysis for All industries in the United States ties into broader Facebook Ads benchmarks, CPM analysis and country-specific ad costs, and complements CPC trends, CTR performance and industry ad performance context when evaluating how U.S. median impressions costs 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 States, advertisers often face higher costs due to high competition and purchasing power. 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)
CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.
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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