Cross-channel compare
Facebook vs TikTok CPM
By Oliver Wakefield-Smith · updated October 2026
Benchmarks reviewed October 2026 · next review January 2027
The short answer
One tracker, one month: Gupta Media's public table puts Meta (Facebook and Instagram combined) at $10.02 and TikTok at $2.84 for December 2025. Neither platform publishes a rate of its own; both figures are third-party observations, dated, from the same source, which is what makes them comparable at all.
The same $1,000, worked
$1,000 ÷ $10.02 × 1,000 = 99,800 Meta impressions; $1,000 ÷ $2.84 × 1,000 = 352,113 TikTok impressions, at the December 2025 averages. Two cautions before you act on the gap. First, the tracker's TikTok series moves a lot month to month (it was higher through mid-2025), so a single month overstates how stable the spread is. Second, an impression is not the same unit on both: a skipped TikTok video and a Facebook feed impression both count once. Your own test, computed in the calculator, is the number that matters.
Beyond the rate: the real trade-offs
- Audience shape.Meta's reach spans every age band with deep purchase-intent signal; TikTok skews younger with discovery-driven attention. Which impression you need depends on who buys your product.
- Creative economics. TikTok demands native-feeling video produced often; static and light-video formats survive fine on Meta. Factor production cost per thousand into the comparison, not just media cost.
- Objective maturity. If your funnel depends on algorithmic conversion buying, judge both on cost per result, not cost per thousand (the cascade math).
Channel depth: Facebook CPM · TikTok CPM · Instagram(Meta's Reels-shaped answer). Full table: /rates.