How to read this table
This table shows average CPM — the cost of 1,000 ad impressions (1,000 times your ad is shown) — for Meta (Facebook & Instagram) advertising, by country. CPM is the standard way to price reach: roughly what it costs to put your ad in front of a thousand people in a given market.
Find your target country to gauge what reaching an audience there costs. One caveat up front: because Meta doesn't publish ad costs by country first-hand, these are directional estimates from a single analysis — treat them as ballpark, not gospel.
Why CPM varies so much by country
Country is the single biggest driver of CPM — bigger than industry, format or almost anything else. The spread is enormous: reaching 1,000 people costs about $16.08 in the United States but only about $1.36 in India — nearly a twelve-fold difference for the same thousand impressions.
The reason is the ad auction. Advertisers bid more to reach wealthier, higher-spending audiences in competitive markets, which pushes CPM up. So a "$10 CPM" is a bargain in the US or UK and expensive in a lower-cost market — always read your CPM against the country you're actually targeting.
Regional patterns
Group the 52 markets and clear tiers appear:
- Highest (~$9–16): the United States, the Gulf states (Qatar, Saudi Arabia, UAE), the UK, Australia, Canada and much of Northern & Western Europe.
- Middle (~$5–8): Southern and Eastern Europe, plus markets like Japan, South Korea and Singapore.
- Lowest (~$1–4): South and Southeast Asia (India, the Philippines), Latin America (Brazil, Colombia, Chile) and much of Africa (Egypt, South Africa).
If you advertise across several countries, your real CPM is a weighted blend of these — a campaign skewed toward the top tier will always cost more per thousand than one focused on lower-cost regions.
Seasonality and how accurate these are
Two things to keep in mind before you rely on a figure. First, season matters: CPMs climb through the fourth quarter as advertisers compete for the holidays, then fall back in January. Gupta Media's Social Media CPM Tracker put average Meta CPM at $7.05 in July 2024 and $10.83 that December — a 54% rise, though the premium varies a lot year to year (the same comparison for 2023 gives 26%). Second, these are directional, single-source estimates — real CPM swings with your audience, targeting and competition, so a country's number is the middle of a wide range, not a fixed rate. For more on seasonality, see what a good CPM is.
Turn a CPM into a budget
A CPM on its own is just a rate. To turn it into something useful — how many impressions a budget buys, or what reaching a target audience will cost — use the CPM calculator or the cost per impression calculator. And for how to judge whether your CPM is actually good for your market, see our guide on what a good CPM is.