Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
New Zealand’s Facebook Ads CPMs tracked well below the global benchmark for most of the year, punctuated by a sharp, two-month surge in late winter. Across all industries, New Zealand averaged a CPM of about 17.6 over the 13-month window, versus roughly 20.0 globally—lower country-specific ad costs overall, with a brief but dramatic price escalation in July and August. The pattern shows a soft Q1, a steady build into mid-year, a sudden spike, and a Q4 that reverts to calmer levels. 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 New Zealand compared to the global benchmark.
The period opens at 11.28 in December 2024 and closes at 15.66 in December 2025—about a 39% year-over-year lift. The low arrives in February (8.53), after a soft January (9.53). From there, CPMs climb almost every month into June (16.32), before a sudden breakout: 33.74 in July and a peak of 54.32 in August. Prices then cool quickly to 15.07 in September and stabilize through Q4 (11.95 in October, 13.78 in November, 15.66 in December).
Outside of July–August, New Zealand’s CPM averaged about 12.8—closer to a low-cost steady state. The July–August peak was striking: August CPM was nearly six times January’s level.
Seasonally, New Zealand’s CPMs were softest in Q1 (average 9.8), built through Q2 (14.6), spiked in Q3 (34.4), and settled back in Q4 (13.8). This rhythm diverges from familiar patterns where Q4 often represents the costliest quarter. Globally, CPMs were more classic: Q1 averaged 18.3, Q2 19.2, Q3 19.6, and Q4 the year’s high at 23.0. In New Zealand, the late-winter surge created a single, outsized peak instead of a gradual climb into year-end.
Monthly momentum highlights:
New Zealand CPMs were below the global benchmark in 11 of 13 months. The only exceptions were July (+76% vs. global) and August (+171% vs. global). The gap was widest below market in February (−53%) and narrowest in June (−16%). Start to finish, New Zealand remained below the global level: −45% in December 2024 (11.28 vs. 20.36) and −31% in December 2025 (15.66 vs. 22.71).
On averages, New Zealand’s 17.6 trailed the global 20.0 by about 12%. Volatility was also different: New Zealand’s average monthly swing of 7.9 points far exceeded the global benchmark’s 1.3, underscoring a generally steadier global CPM trend with a late-year lift. Globally, CPMs rose roughly 12% from January to December; New Zealand’s year-over-year rise reached about 39%, driven by the mid-year spike rather than a persistent climb.
For CPM analysis on Facebook Ads benchmarks, New Zealand across all industries shows mostly lower country-specific ad costs relative to the world, interrupted by a pronounced July–August surge and a fast return to baseline. Understanding Facebook Ads CPM benchmarks for all industries in New Zealand helps marketers contextualize country-specific ad costs and compare CPM performance 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 New Zealand, 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
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–early December (Black Friday/Cyber Monday), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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
See how much it costs to get users to install an app