Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
India’s Facebook Ads CPMs sat far below the global benchmark throughout the period, but the bigger story is the rhythm: a sharp New Year lift in January, a gentle deflation through mid-year, a brief late‑Q3/early‑Q4 rise, and then a pronounced drop in November before a modest December rebound. While global CPMs climbed into a November peak, India diverged with its lowest reading of the year. Volatility in India was modest in dollar terms but comparatively choppier in percentage terms given the lower base.
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 India compared to the global benchmark.
Cost per thousand impressions (CPM) in India averaged $1.85 across the 13‑month window, starting at $2.28 in December 2024 and ending at $1.11 in December 2025 — a 51% decline. The highest month was January 2025 at $4.12, while the lowest was November at $0.79, creating a spread of $3.33 (about 1.8x the average). Month-to-month volatility averaged $0.64, with the largest swings in February (−$2.35 from January) and November (−$1.15 from October).
Key moves:
Globally, the benchmark averaged $20.04 over the same months, rising from $20.36 in December 2024 to $22.71 in December 2025 (+12%). The global high landed in November ($25.02) and the low in January ($17.74). Absolute monthly volatility was $1.28 globally.
Seasonality shows up clearly in the baseline: CPMs typically tighten into Q4 as competition rises, cresting in November before easing in December. India’s pattern featured a January spike and a mid‑year plateau, but the Q4 picture diverged: instead of escalating into November, India hit its trough that month and only partially recovered in December. The mid‑year period (May–August) was comparatively soft, with June and August near the lower bound of the annual range.
India’s CPMs remained well below market levels throughout the period. On average, India ran at roughly 9% of the global CPM (about 91% below). The gap narrowed most in January, when India’s $4.12 reached 23% of the global $17.74. It widened the most in November, when India’s $0.79 equaled just 3% of the global $25.02. In absolute dollars, India was less volatile than the benchmark ($0.64 vs. $1.28 average monthly change), but relative to its smaller base, percentage swings were more pronounced. Directionally, the global trend rose into Q4 (+12% from December to December), while India declined over the year (−51%), underscoring a different demand and pricing cadence in country‑specific ad costs.
This CPM analysis provides Facebook Ads benchmarks for all industries in India against the global market, highlighting a low‑cost environment with pronounced percentage swings and a Q4 pattern that diverged from global seasonality. Understanding CPM performance for all industries in India helps advertisers evaluate country‑specific ad costs and compare industry ad performance to worldwide 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 India, advertisers should consider local market factors and user behavior. 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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October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)
CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.
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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