Meta Ads CPM by Industry 2026
Facebook & Instagram Benchmarks
Compare Facebook and Instagram costs across 12 industries. This March 2026 report combines sources with different samples, goals, and reporting periods.
Key findings
Check the source and sample before you use a figure as a target.
Median CPM (All Industries)
Cost per 1,000 impressions in Triple Whale's sample of 20,000+ direct-to-consumer brands.
External source cited below
Avg CPC (Traffic)
Average cost per click for traffic campaigns on Facebook, down 6.67% year-over-year.
External source cited below
Median ROAS
Ad revenue per dollar spent in Triple Whale's sample. Profit depends on your costs.
External source cited below
Meta's E-com Ad Share
Share of ecommerce ad spend allocated to Meta in Triple Whale's sample.
External source cited below
Advantage+ ROAS Lift
ROAS difference reported for Advantage+ Shopping and manual campaigns. Results vary by account.
External source cited below
Report scope
Read the figures in context
CPM is cost per 1,000 impressions. CPC is cost per click. CTR is the share of impressions that lead to a click. CPA is cost per acquisition. ROAS is ad revenue divided by ad spend.
The sources cover different advertisers and goals. Triple Whale focuses on direct-to-consumer brands. WordStream separates traffic and lead campaigns. Do not treat all rows as one dataset. [1][2]
Meta reported $200.97 billion in total revenue for 2025. That company figure describes market size, not the return an advertiser should expect. [13]
Use your campaign spend and impressions to calculate your CPM, then compare your result with the figures in this report.
Active Advertisers
Number of active advertisers on Meta platforms.
External source cited below
CPM by Industry
Compare industry costs with care
Triple Whale reports a $13.48 median CPM across its sample of 20,000+ direct-to-consumer brands. A median is the middle value. Other sources use different samples and averages. [2]
The table combines those sources. Country, goal, placement, and date can affect costs. Compare a matching account segment before you decide that your CPM is high. [8][9]
| Beauty & Health | $12.46 | 2.50% | Published industry figure |
|---|---|---|---|
| Electronics & Tech | $12.00–$14.00 | 1.80% | High competition, high AOV |
| Finance & Insurance | $14.00–$18.00 | 1.80% | Premium audience, high LTV |
| E-commerce (General) | $13.48 | 1.50–2.50% | Median across 20K+ brands |
| Clothing & Fashion | $9.00–$11.00 | 2.84% | Range across sources |
| Art & Home Decor | $8.00–$10.00 | 2.92% | Strong visual engagement |
| Food & Beverage | $8.00–$10.00 | 2.20% | Lower competition |
| Sports & Outdoors | $9.00–$11.00 | 2.10% | Strong ROAS vertical |
| Entertainment & Media | $9.27 | 2.00% | Below-average CPM |
| Marketplaces | $9.58 | 1.80% | Multi-seller platforms |
| Hardware & Automotive | $6.96 | 2.00% | Lowest CPM vertical |
| Real Estate | $12.00–$15.00 | 1.90% | Location-driven targeting |
CPM figures come from Lebesgue, Triple Whale, and Superads. The general ecommerce row is a median. Samples and dates differ; the rows are not a direct industry ranking.
CPC & CTR
Separate traffic and lead campaigns
WordStream reports an average CPC of $0.70 for traffic campaigns and $1.92 for lead campaigns in 2025. These goals should be compared separately. [1]
The table pairs traffic CPC with published click-through rates. A cheaper click is useful only if it brings the visitors or actions your campaign needs.
| Finance & Insurance | $1.22 | 1.80% | +8.2% |
|---|---|---|---|
| Personal Services | $1.00 | 2.10% | +12.5% |
| Education | $0.85 | 2.10% | +15.3% |
| Real Estate | $0.78 | 1.90% | +10.1% |
| Health & Wellness | $0.72 | 2.30% | +14.7% |
| Beauty & Personal Care | $0.65 | 2.50% | +11.8% |
| Clothing & Fashion | $0.60 | 2.84% | +18.2% |
| Food & Beverage | $0.55 | 2.20% | +9.6% |
| Sports & Recreation | $0.41 | 2.10% | +25.5% |
| Shopping & Collectibles | $0.34 | 2.40% | +20.3% |
CPC data from WordStream (traffic campaigns). CTR data from WordStream and Lebesgue. YoY CTR changes from WordStream's 2024-2025 comparison.
CPA & ROAS
Compare acquisition cost and return
Triple Whale reports median CPA of $38.17 and median ROAS of 1.93×. These figures describe its sample, not all Meta advertisers. [2]
ROAS measures revenue, not profit. Set your own target from product costs, fees, returns, and other expenses. There is no single profitable ROAS for every business.
For lead campaigns, use cost per lead (CPL) and check lead quality. A lower lead price does not necessarily mean a lower customer acquisition cost.
Automotive median ROAS
Reported automotive result in Triple Whale's sample.
External source cited below
Facebook and Instagram
Compare placement costs
WebFX reports a $7.47 Facebook CPM and a $6.25–$7.68 range for Instagram. Its reported click costs differ more widely. [4]
The table combines published placement figures and estimates. Check your campaign goal and conversion results before moving budget to a placement with cheaper impressions. [4][5]
| Facebook Feed | $7.47 | $1.06 | Conversions, retargeting |
|---|---|---|---|
| Facebook Reels | $6.00–$8.00 | $0.80–$1.00 | Broad reach, video engagement |
| Instagram Feed | $7.68 | $3.35 | Brand awareness, visual products |
| Instagram Stories | $6.25 | $1.83 | Full-screen vertical ads |
| Instagram Reels | $5.50–$7.50 | $0.70–$1.10 | Top-of-funnel, discovery |
Data from WebFX and AdAmigo. Reels CPM ranges estimated from placement benchmarks. Actual costs depend on objective, audience, and creative quality.
Placement Performance
Match the video to the placement
The cited Meta analysis reports 12% more conversions per dollar for 9:16 video with audio. Tinuiti reports that Reels reached 21% of Instagram ad impressions in its sample. [15][12]
Check framing, captions, and audio in each placement. Then compare cost per result using the same goal and reporting period.
Completion rates measure how often viewers finish a video. Compare similar video lengths; shorter videos give viewers less to watch. [1]
Vertical Video Lift
Reported increase in conversions per dollar for 9:16 video with audio.
External source cited below
Reels Ad Share
Share of Instagram ad impressions in the cited Tinuiti sample.
External source cited below
Short Video Completion
Reported completion rate for videos under 15 seconds, versus 29.4% for longer videos.
External source cited below
Seasonal Trends
Account for seasonal price changes
Affect Group reports average US CPM of $25.49 in Q4 2025, 26% above the annual average. Superads reports a global median of $25.22 in November 2025 and $15.74 in January 2026. These are different samples. [18][9]
Use past seasonal changes to plan a budget range. Compare the same season where possible. Lower prices in one January do not guarantee lower prices next year.
Q4 Avg CPM (US)
Average US Meta CPM in Q4 2025, 26% above annual average.
External source cited below
January CPM Reset
Global median CPM in January 2026 — the 13-month low point.
External source cited below
Black Friday CPM Spike
Black Friday price range cited by the source. Future costs can differ.
External source cited below
Advantage+
Check Advantage+ against your own results
Marpipe reports 4.52× ROAS for Advantage+ Shopping and 3.70× for manual campaigns, a difference of about 22%. The comparison does not guarantee a lift for your account. [17]
Record the audience controls, placements, creative, and attribution settings in your test. Compare acquisition cost and sales under the same conditions before you change the campaign setup.
Advantage+ ROAS
Average ROAS for Advantage+ Shopping vs 3.70x for manual campaigns.
External source cited below
US Retail on Advantage+
Share of US retail ad spend flowing through Advantage+ campaigns.
External source cited below
A+ Usage Growth
Year-over-year growth in Advantage+ campaign adoption in Q4 2025.
External source cited below
Next checks
Choose the next campaign check
A higher CPM alone does not show that an ad is failing. Review cost per result, audience, placement, and season before changing the creative.
Choose the campaign goal that matches the action you need. A reach campaign can cost less per impression while producing fewer purchases.
- Compare hook rate with the same metric and industry.
- Check whether repeated views coincide with weaker results.
- Choose a test volume that your budget can support.
- Change one part of the ad and record the result.
- Keep your sales or acquisition-cost target beside CPM.
About this report
Data sources and limits
The 20 sources include advertising benchmarks, research reports, and Meta earnings data. Figures were collected in March 2026. Sovran did not collect the underlying campaign records.
The tables combine published figures and ranges from different samples. No common average was calculated. Campaign goals, countries, and periods can differ. Costs are in USD unless stated otherwise.
- Triple Whale: 20,000+ DTC brand accounts analyzed for CPM, CPA, ROAS, CVR
- WordStream/LocaliQ: Multi-industry CPC, CTR, CPL, CVR benchmarks across 20 industries
- Superads: $3B in advertising data tracked over 13 months (Jan 2025-Jan 2026)
- Motion: 550,000+ ads from 6,000+ advertisers, ~$1.3B in spend analyzed
- Meta Investor Relations: Official Q4/FY2025 earnings data
- External sources: 20 industry reports and benchmark datasets (see Sources section)
Sources
- [1] WordStream / LocaliQ. “Facebook Ads Benchmarks 2025: NEW Data, Trends, & Insights for Your Industry.” 2025. https://www.wordstream.com/blog/facebook-ads-benchmarks-2025 (opens in a new tab). Accessed March 19, 2026.
- [2] Triple Whale. “Facebook Ad Benchmarks by Industry.” 2025. https://www.triplewhale.com/blog/facebook-ads-benchmarks (opens in a new tab). Accessed March 19, 2026.
- [3] Triple Whale. “What Is a Good ROAS? 2025 Industry Benchmarks and Strategies.” 2025. https://www.triplewhale.com/blog/whats-a-good-roas (opens in a new tab). Accessed March 19, 2026.
- [4] WebFX. “Meta Marketing Benchmarks for Facebook & Instagram in 2026.” 2026. https://www.webfx.com/blog/social-media/meta-benchmarks/ (opens in a new tab). Accessed March 19, 2026.
- [5] AdAmigo. “Meta Ads Benchmarks 2026 by Objective (and Placement).” 2026. https://www.adamigo.ai/blog/meta-ads-benchmarks-2026-by-objective-and-placement (opens in a new tab). Accessed March 19, 2026.
- [6] AdAmigo. “Meta Ads CPM (and CPC) Benchmarks by Country in 2026.” 2026. https://www.adamigo.ai/blog/meta-ads-cpm-cpc-benchmarks-by-country-2026 (opens in a new tab). Accessed March 19, 2026.
- [7] Hootsuite. “Social Media Benchmarks: 2025 Data + Tips.” 2025. https://blog.hootsuite.com/social-media-benchmarks/ (opens in a new tab). Accessed March 19, 2026.
- [8] Lebesgue. “Facebook Ads Benchmarks by Industry for 2026.” 2026. https://lebesgue.io/facebook-ads/facebook-benchmarks-by-industry-ctr-cpm-cr-and-cac (opens in a new tab). Accessed March 19, 2026.
- [9] Superads. “Facebook Ads CPM Benchmarks (2025).” 2025. https://www.superads.ai/facebook-ads-costs/cpm-cost-per-mille (opens in a new tab). Accessed March 19, 2026.
- [10] Superads. “Facebook Ads CPC Benchmarks (2025).” 2025. https://www.superads.ai/facebook-ads-costs/cpc-cost-per-click (opens in a new tab). Accessed March 19, 2026.
- [11] Madgicx. “Meta Ads Benchmarks by Industry: 2025 Guide for E-commerce.” 2025. https://madgicx.com/blog/meta-ads-benchmarking (opens in a new tab). Accessed March 19, 2026.
- [12] Tinuiti. “Digital Ads Benchmark Report Q4 2025.” 2025. https://tinuiti.com/research-insights/research/digital-ads-benchmark-report/ (opens in a new tab). Accessed March 19, 2026.
- [13] Meta Investor Relations. “Meta Reports Fourth Quarter and Full Year 2025 Results.” 2026. https://investor.atmeta.com/investor-news/press-release-details/2026/Meta-Reports-Fourth-Quarter-and-Full-Year-2025-Results/default.aspx (opens in a new tab). Accessed March 19, 2026.
- [14] Motion. “Creative Benchmarks 2026.” 2026. https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026 (opens in a new tab). Accessed March 19, 2026.
- [15] Search Engine Land. “Facebook Ad Costs Jump 21% in 2025, but Still Beat Google.” 2025. https://searchengineland.com/facebook-ad-costs-jump-beat-google-461690 (opens in a new tab). Accessed March 19, 2026.
- [16] Databox. “Facebook Ads Benchmarks for Your Industry.” 2025. https://databox.com/fb-ads-benchmarks-by-industry (opens in a new tab). Accessed March 19, 2026.
- [17] Marpipe. “The Ultimate Guide to Meta Advantage+ Shopping Campaigns.” 2025. https://www.marpipe.com/blog/what-is-meta-asc-advantage-shopping-campaign (opens in a new tab). Accessed March 19, 2026.
- [18] Affect Group. “US Meta Ads CPM Insights 4Q 2025.” 2025. https://affectgroup.com/blog/meta-ads-cpm-in-the-us-2025-benchmarks-for-facebook-and-instagram/ (opens in a new tab). Accessed March 19, 2026.
- [19] Flyweel. “Cost Per Lead Benchmarks 2025 — 20+ Industries Exposed.” 2025. https://www.flyweel.co/blog/lead-gen-cpl-cac-benchmark-index-2025 (opens in a new tab). Accessed March 19, 2026.
- [20] Analytics at Meta. “Creative Fatigue: How Advertisers Can Improve Performance by Managing Repeated Exposures.” 2024. https://medium.com/@AnalyticsAtMeta/creative-fatigue-how-advertisers-can-improve-performance-by-managing-repeated-exposures-e76a8ea1084d (opens in a new tab). Accessed March 19, 2026.
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