whatiscpm.com

Buy side · what advertisers pay

Facebook CPM

By Oliver Wakefield-Smith · updated October 2026

Benchmarks reviewed October 2026 · next review January 2027

The short answer

Gupta Media's public tracker table puts Meta's average CPM (Facebook and Instagram combined) at $10.02 for December 2025, the latest month it shows, against $8.06 in June 2025. 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.

December 2025$10.02Meta (Facebook and Instagram combined) average CPM, December 2025, the latest month in the public tableGupta Media Social CPM Tracker, public monthly tableretrieved October 2026
June 2025$8.06Meta (Facebook and Instagram combined) average CPM, June 2025, same tableGupta Media Social CPM Tracker, public monthly tableretrieved October 2026
From Meta itselfno published rateMeta publishes no rate card; prices are set in a real-time auctionMeta ads pricing pageretrieved October 2026

The two figures above are the citable state of Facebook pricing: a third-party tracker's monthly averages, dated. At the December figure, $1,000 buys about 99,800 impressions; at June's, about 124,069. The seasonal gap alone is bigger than many optimization wins, which is worth remembering before you celebrate or panic over a benchmark. The tracker blends both Meta apps and does not split out US-only targeting, so treat it as a reference point, not a target.

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 October 2026
Entry point$5Meta's recommended starting budget: at least $5 over 6+ days (a recommendation, not a rate)Meta ads pricing pageretrieved October 2026

Movement over time

Gupta Media's page lists the monthly Meta series from early 2024 and names December as the most expensive month. We quote two months from it and link the rest rather than reprint the table. 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.