Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Across all industries and all countries, Facebook Ads cost per thousand impressions (CPM) followed a clear seasonal arc with a soft open and a strong Q4 finish. The year began at a low in January and then lifted steadily into spring, held a steady summer plateau, and accelerated into a pronounced October–November spike before easing in December. 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 across all countries compared to the global benchmark.
From December 2024 to December 2025, global CPM averaged about $20.04. The series opened at $20.36 in December 2024, dipped to the annual low in January ($17.74), then climbed in stages to a November peak of $25.02 before ending December 2025 at $22.71.
CPM softness clustered in Q1, with the quarter averaging roughly $18.27. Momentum rebuilt through Q2 (about $19.18) and stabilized in Q3 (about $19.59), reflecting typical mid-year steadiness in country-specific ad costs as budgets normalize. The market then broke higher in Q4, averaging about $23.03—roughly 26% above Q1. The run-up from September ($19.54) to November ($25.02) added about $5.48, a 28% lift, before a seasonal December reset that still kept CPMs well above the annual mean.
Because this view aggregates all industries and all countries, the selected series is the global benchmark. There is no gap between “country” and “global” in this cut—every data point reflects the worldwide, all-industry Facebook Ads benchmarks. The pattern shows a consistent global rhythm: a Q1 trough, a measured climb through late spring, a steady summer, and a decisive Q4 premium, with volatility concentrating in October–November.
In summary, Facebook Ads CPM analysis for all industries across all countries shows a $20.04 average, a January low of $17.74, and a November high of $25.02, with Q4 pricing materially above the rest of the year. Understanding Facebook Ads benchmarks for CPM in all industries across all countries helps marketers gauge global pricing pressure and compare country-specific ad costs to broad market seasonality.
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. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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.
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