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: United States CPMs ran above the global benchmark through 2025–2026, with a pronounced November spike and a soft trough into mid‑2026. 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) for all industries in the United States began the period at about $21.40 in June 2025 and finished at $19.61 in June 2026 — a net decline of roughly 8.4% from start to finish. Over the 13‑month window the U.S. median CPM averaged about $23.12, with a high of $27.39 in November 2025 and a low of $19.61 in June 2026. By comparison the global baseline averaged roughly $20.49 over the same months.
Month‑to‑month movement was meaningful: the single largest jump was +$4.54 (Oct→Nov 2025, ≈+20%), and the largest decline was −$5.56 (May→Jun 2026, ≈−22%). Average absolute monthly change was about $2.02, which represents roughly an 8.7% swing relative to the U.S. mean — a signal of moderate volatility for CPM levels in the United States across industries.
The rhythm of the year shows a familiar Q4 lift into November, where CPMs peaked at $27.39 — an elevation aligned with higher commercial competition. That spike cooled noticeably in December (−13.7% from November) and softened further into January, creating a winter trough. A recovery phase is visible in late Q1 and early Q2 2026: February→March jumped by about 10.7% and March→April added another ~5.9%, before a sharp drop in June 2026 that produced the period low. Overall the pattern reads as Q4 competition peaking, a holiday‑to‑winter moderation, a spring rebound, and a late‑spring/early‑summer softening.
Across every month the United States ran above the global benchmark. The absolute gap averaged roughly $2.63 per thousand impressions (≈13% higher). The gap narrowed to about $1.45 (≈8%) in June 2026 — the tightest margin — and widened to about $3.44 (≈17%) in December 2025. Relative behavior tracked the global cycle (notably the November lift), but the U.S. series was consistently higher in level and showed sharper month‑to‑month swings around seasonal inflection points. Framing these comparisons connects CPM analysis to broader conversations around Facebook Ads benchmarks, CPM analysis, country‑specific ad costs, and industry ad performance.
Understanding Cost per thousand impressions (CPM) benchmarks for all industries in the United States offers a clear view of seasonal pressure points and how U.S. spend levels compare to global norms.
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:
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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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