Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Great Britain’s Facebook Ads CPMs ran consistently below the global benchmark across the period, with a pronounced mid-year dip and a sharp November spike before easing into December. The market showed more month-to-month swing than the global composite, even as absolute CPM levels stayed lower overall. 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 Great Britain compared to the global benchmark.
Across all industries in Great Britain, median CPMs averaged about 14.90 over the 13-month window, starting at 15.08 in December 2024 and ending at 14.07 in December 2025 (−6.7% year over year for December). The high point was November 2025 at 16.95, and the low came in July at 12.88, marking a trough-to-peak climb of roughly 32% into the holiday run-up.
The year opened soft: January slipped 8.7% from December, followed by a February rebound of 22%. Spring settled into a steadier 15.4–16.5 range from March through June. The summer period marked the year’s weakest run—July and August hovered just under 13.0—before a gentle recovery in September (+7% month over month) and a modest October pullback (−3%). November surged 26% versus October to the annual high, then cooled 17% into December.
Volatility in Great Britain averaged a 1.51-point absolute move month to month, a choppier cadence than the global benchmark’s 1.28-point average. In other words, even with lower CPM levels, the UK market swung more from month to month than the global composite.
The seasonal rhythm was clear:
This pattern aligns with familiar industry ad performance cycles—lighter costs in midsummer, intensification around peak shopping weeks—while the November jump in Great Britain stood out as a short, sharp spike rather than a prolonged build.
Great Britain tracked below the global Facebook Ads benchmarks every month, averaging about 26% under the global CPM (14.90 vs. 20.04). The gap narrowed at points—most notably in February (−6%) and April (−11%)—but widened markedly in late Q3 and Q4, reaching −37% to −38% in October and December.
Global CPMs trended higher and more steadily into peak season: from January to November, the global benchmark rose 41% (17.74 to 25.02), while Great Britain rose 23% over the same span (13.77 to 16.95). The range comparison underscores the difference in market posture: Great Britain moved within a 12.9–16.9 band, versus 17.7–25.0 globally—lower and slightly narrower in levels, yet more volatile on a monthly basis.
This CPM analysis of Facebook Ads benchmarks for all industries in Great Britain highlights consistently lower, more variable country-specific ad costs versus the global baseline, a Q3 trough, and a short-lived November surge before a December reset. Understanding Facebook Ads CPM benchmarks for all industries in Great Britain helps marketers gauge country-specific ad costs and compare industry ad 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 United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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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Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions
CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.
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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