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Benchmarks / By country

Facebook Ads CPM by Country

Average Meta CPM by country, combining Facebook and Instagram placements. The platforms don't publish ad-cost data by country first-hand, so these are directional estimates from a single third-party analysis rather than authoritative figures — treat them as ballpark, and expect real costs to swing with season, audience and competition (Tier-1 markets in particular spike 30–60% in Q4).

Meta (Facebook & Instagram)
Directional estimates
United States$16.08
Qatar$12.67
Saudi Arabia$12.01
United Kingdom$11.81
Australia$11.63
Canada$11.47
United Arab Emirates$10.00
Germany$9.05
New Zealand$9.01
Netherlands$8.58
Sweden$8.12
Singapore$7.21
France$6.95
Japan$6.73
Spain$6.65
Italy$6.06
South Korea$5.80
Poland$5.55
Mexico$3.92
Philippines$3.40
South Africa$2.99
Brazil$2.63
India$1.36

Only CPM here? Ad cost is only reported at the country level for CPM. Click and conversion metrics — CPC, CTR and conversion rate — vary by campaign and creative rather than by country, so they're published by industry instead (see the by-industry tables above), not by country.

Figures are averages, not guarantees — verify against your own account data. Last updated 2026. Source: Lebesgue — Facebook Ads CPM by Country (2026).

How to use these benchmarks

Benchmarks are a reference point, not a target. Compare your own Meta (Facebook & Instagram) metrics against the country closest to your business to see where you're ahead or behind — then focus on the gaps. A figure that's far from the benchmark is a prompt to investigate, not proof that something is wrong: your audience, offer, creative and season all move these numbers.

Why these numbers vary

Advertising costs and rates shift with competition, seasonality (many verticals see costs climb in Q4), audience targeting, ad quality and the objective you optimize for. Treat any single benchmark as the middle of a wide range rather than a fixed number, and re-check your own account data regularly.

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