The median Meta CPM in the first half of 2026 was $13 to $14, up about 20 percent year over year, with the middle half of accounts between roughly $7 and $33. Under $10 is good for broad US prospecting; $20 to $40 is normal for narrow audiences, retargeting, and the fourth quarter.
What moves it
Meta CPM is set by competition for the audience and by your ad's estimated action rate and quality. Advantage+ audiences and automatic placements lower it; narrow interests, small custom audiences, and feed-only placements raise it. A low CPM is only useful if the cost per result is low too.
Meta (Facebook and Instagram) benchmarks, September 17, 2026
| Average CPM | $13 to $14 median in H1 2026, up roughly 20 percent year over year; wide spread from under $3 to over $60 by account and objective |
| Average CPC | $0.70 to $0.80 for traffic campaigns; $1.40 to $1.90 blended and for lead campaigns; $3 or more in SaaS |
| Average CTR | 1.0 to 2.2 percent; 0.6 percent in SaaS, 1.5 percent in pet products |
| Conversion rate | About 1.6 percent (click-based) |
| CPA | About $38 median for ecommerce panels |
| ROAS | About 1.9x median across large ecommerce panels |
Sources and every other channel: Meta (Facebook and Instagram) benchmarks.
Run your own numbers with the CPM calculator.
Cite this page:
Agency Echelon. "What is a good CPM for Facebook and Instagram ads?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/what-is-a-good-cpm-for-facebook-ads/