What is CPM (Cost per mille)?
Cost per mille (CPM) is the cost an advertiser pays per 1,000 ad impressions. CPM varies by platform, audience, and season. Higher engagement rates and better ad relevance scores typically lead to lower CPMs, because the platform rewards ads that users interact with. Refreshing creative to combat ad fatigue helps maintain competitive CPMs.
Key statistics
- Average Meta CPM ranges from $5–15 depending on audience and season; Q4 CPMs can spike 2–3x.
- Ads with higher engagement scores can see 20–40% lower CPMs than low-engagement creative.