Buy side · what advertisers pay

Instagram CPM

By Oliver Wakefield-Smith · updated October 2026

Benchmarks reviewed October 2026 · next review January 2027

The short answer

Instagram has no separate published benchmark we can cite. Gupta Media's public tracker table reports Facebook and Instagram together: a $10.02 average CPM for December 2025, the latest month it shows. At that figure, $1,000 buys about 99,800 impressions. Instagram runs on the same Meta auction, so your own placement report is the only Instagram-only number worth trusting.

Meta, both apps$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

From Meta itselfno published rateMeta publishes no rate card; prices are set in a real-time auctionMeta ads pricing pageretrieved October 2026

Feed, Reels, Stories: what is citable

Meta does not publish placement-level rate cards, and we do not reprint third-party placement tables whose methodology we cannot date. What is structural: in an auction, more impression supply at steady demand means cheaper impressions, so placements with abundant inventory tend to clear lower. Your own placement breakdown in Ads Manager is the only placement-level number worth trusting for your account.

Cheaper or pricier than Facebook?

No public tracker we can cite splits the two apps today, so we do not state a spread. Inside one Advantage+ campaign Meta allocates across both apps anyway. If you force a single-app test, judge it on cost per result; the cheaper impression is not automatically the better one (the verdict logic).

Related: Facebook CPM, Facebook vs TikTok(Reels' direct rival), TikTok CPM, and the full rate table.