Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
CPM in the United States ran consistently above the global Facebook Ads benchmarks across the past year, showing a classic late-year lift, a pronounced Q1 trough, and a steady mid-year plateau. The story is one of higher country-specific ad costs with slightly sharper swings than the global composite—peaking in November, easing in December, and rebuilding through spring before a firm Q4 climb. 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.
United States CPM started at 27.46 in November 2024, dipped into winter, and finished at 28.39 in November 2025—up 3% year over year. The annual low hit in January 2025 at 20.53, while the high landed in November 2025 at 28.39. Across the period, CPM averaged 22.93, notably above the 20.10 global average.
Early volatility was visible: a sharp November-to-December pullback (−12.8% MoM to 23.94), followed by another step down into January (−14.3% to 20.53). From there, the market stabilized and climbed gradually—March to May added roughly 1.0 point, and mid-year CPMs held in a tight 21.4–22.4 range. The fall brought momentum: September to October rose by 1.67 (+7.6%), then November surged by 4.73 (+20%) to the annual peak. Month-to-month volatility averaged 1.50 points, a bit choppier than the global benchmark’s 1.39.
Seasonality was clear. The softest period arrived in January, mirroring typical auction cooldowns post-holiday. February and March recovered into the low 21s, with spring and summer settling into a band near 21–22. The United States series then accelerated through Q4: a lift in October and a pronounced November spike, consistent with peak demand. Notably, December 2024 showed an easing from November levels, a pattern also visible in the global series, underscoring a November-high, December-cool rhythm in this dataset.
United States CPMs outpaced the global benchmark every month. The gap averaged 14% above market, ranging from about 11% (August and October 2025) to 18% (December 2024). The United States trend closed the year at 28.39 versus 24.72 globally, with both markets posting November peaks. Year over year, November United States CPMs rose 3.4%, slightly ahead of the global increase of 2.8%. The shape of the curve was similar—January troughs, mid-year stability, and Q4 firmness—but with the United States maintaining a consistently higher cost base and marginally more volatility.
This CPM analysis provides Facebook Ads benchmarks for all industries in the United States, highlighting country-specific ad costs that run 11–18% above the global composite, a January low, and a decisive Q4 lift culminating in a November peak. Understanding CPM trends and industry ad performance for the United States helps contextualize media costs alongside global patterns and complements broader KPI views, from CPC trends to CTR performance.
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.
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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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