whatiscpm.com

Buy side · what advertisers pay

Facebook CPM

By Oliver Wakefield-Smith · updated July 2026

Benchmarks reviewed July 2026 · next review October 2026

The short answer

Gupta Media's tracker puts Meta's average CPM at $13.48 globally and around $23 for US-targeted campaigns, retrieved July 2026. Meta itself publishes no rate card: prices come out of a real-time auction, which is why your number can sit far from either average and still be correct.

Global average$13.48Meta (Facebook) average CPM, global, all placementsGupta Media Facebook ads cost trackerretrieved July 2026
US targeting~$23Meta (Facebook) average CPM, US-targeted campaignsGupta Media Facebook ads cost trackerretrieved July 2026
From Meta itselfno published rateMeta publishes no rate card; prices are set in a real-time auctionMeta ads pricing pageretrieved July 2026

The two figures above are the citable state of Facebook pricing: a third-party tracker's averages, dated. At the global average, $1,000 buys about 74,184 impressions; at the US figure, about 43,478. The regional gap alone is bigger than most optimization wins, which is worth remembering before you celebrate or panic over a benchmark.

Why your CPM differs from the average

Meta's auction documentation prices each impression by bid, estimated action rate and ad quality across every advertiser competing for that person at that moment. Four consequences:

  • Audience. Contested segments (US adults, purchase-intent lookalikes) clear higher. Narrow audiences amplify it (diagnostics).
  • Objective. Conversion optimization bids into scarcer impressions than reach optimization, by design.
  • Season. Q4 repricing is structural (worked here).
  • Creative quality. Fatigued or penalized creative pays a quiet surcharge every auction.

Two published mechanics worth knowing: Meta recommends starting from as little as $5 over six days, and reserves the right to exceed a daily budget by up to 75% on a given day while holding the 7-day average.

Auction mechanicsauctionMeta's ad auction ranks bid x estimated action rate x ad quality; price is an output, not a menuMeta ad auction mechanics, Meta Business Helpretrieved July 2026
Budget flex75%Meta may exceed your daily budget by up to 75% on a given day, averaged over 7 daysMeta ads pricing pageretrieved July 2026
Entry point$5Meta's recommended starting budget: at least $5 over 6+ days (a recommendation, not a rate)Meta ads pricing pageretrieved July 2026

Movement over time

Gupta Media's tracker charts the monthly series; we cite its current averages and do not reprint its historical curve secondhand. For the year-over-year framing and what we will and will not claim about trends, see CPM trends 2026.

Compare the channel: Facebook vs TikTok and LinkedIn vs Facebook. Sibling placement: Instagram CPM. Verdict on your own number: is my CPM good? Full table: /rates.