Cross-channel compare
Facebook vs TikTok CPM
By Oliver Wakefield-Smith · updated July 2026
Benchmarks reviewed July 2026 · next review October 2026
The short answer
This comparison is a point versus a blank, and we run it that way. Facebook: $13.48 global average per Gupta Media's tracker, July 2026, so $1,000 buys about 74,184 impressions. TikTok: published minimum budgets, no published or citably tracked average CPM, so no impression figure gets printed here.
The same $1,000, honestly stated
On Facebook the arithmetic is checkable: $1,000 ÷ $13.48 × 1,000 = 74,184 impressions at the global average, nearer 43,478with US targeting at the same tracker's ~$23 figure. On TikTok the equivalent line would require a rate we cannot cite; run a bounded test and your Ads Manager fills the blank with the only number that matters, computable in the calculator. The widely repeated claim that TikTok undercuts Meta is plausible and undated; treat it as a hypothesis your test confirms or kills.
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.Meta's conversion optimization is the most learned-on machine in social advertising; if your funnel depends on algorithmic conversion buying, the platform with more published benchmarks is also the one with more predictable delivery (the cascade math).
Channel depth: Facebook CPM · TikTok CPM · Instagram(Meta's own Reels-shaped answer, with a tracker figure of $8.96). Full table: /rates.