Our newsletterVendor reportTriple Whale, 18 Aug 2026
In 2026, CPM on Meta ads rose to $15.06 in the latest year, up from $13.30 in 2025
Performance measurement
Overall Benchmarks for Meta Ads: Cost per thousand impressions (CPM) for Meta Ads, current vs prior 12-month period (USD)
Overall Benchmarks for Meta Ads: Cost per thousand impressions (CPM) for Meta Ads, current vs prior 12-month period (USD)| Time period | CPM (USD) |
|---|---|
| Aug 2025 to July 2026 | $15.06 |
| Aug 2024 to July 2025 | $13.3 |
- Reader Note:
- Up 13.2% in a year. This is the one cost-per-impression trend the report supports: its by-industry table prints current values only, with no year-on-year column, so no single industry's movement can be checked against it. Impressions are counted by Meta rather than attributed, so unlike the cost-per-sale and return figures in the same report this one does not depend on how each brand has set up its own tracking.
- 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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