Our newsletterVendor reportTriple Whale, 18 Aug 2026
Health & Wellness brands paid the most to reach a thousand people on Meta at $21.80, and Baby brands the least at $11.50
Performance measurement
Median Meta cost per mille (CPM) by industry
Median Meta cost per mille (CPM) by industry| Industry | Median CPM (USD) |
|---|---|
| Apparel & Accessories | $13.25 |
| Beauty | $18.8 |
| Home & Garden | $14.67 |
| Food & Beverage | $15.32 |
| Health & Wellness | $21.8 |
| Sports & Outdoors | $12.05 |
| Toys, Art, & Collectibles | $12.54 |
| Pets & Animals | $16.27 |
| Electronics | $15.09 |
| Lifestyle & Boutique | $13.25 |
| Baby | $11.5 |
| Books & Music | $14.01 |
| E-learning & Online Courses | $14.05 |
| Media & Publishing | $13.63 |
| Travel Accessories & Luggage | $16.34 |
| Medical Devices & Equipment | $18.32 |
| Business Supplies & Equipment | $13.33 |
- Reader Note:
- Health & Wellness is clear of the field, with Beauty next at $18.80 and Medical Devices at $18.32, while Baby's $11.50 sits just under Sports & Outdoors at $12.05. Nearly a two-fold range across the 17 categories. The table prints current values only and carries no year-on-year column, so none of these can be read as a trend, and the overall figure rose 13.2% over the same period without saying which categories drove it.
- Evidence:
- Observed behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Performance data from over 40,000 brands using Triple Whale, covering Meta ads (Facebook and Instagram) and grouped into 17 ecommerce industry categories; selection details not disclosed.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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