What's Happening with Facebook CPMs?

Over the last few years, Meta aka Facebook CPMs have been a rollercoaster. From Apple’s iOS 14 rollout to the pandemic to general macroeconomic instability, it’s been a challenging time for advertisers to understand and manage the constantly fluctuating CPM environment. 

To help shed light on industry-wide trends, we have partnered with Varos to dig into and analyze advertising data across industries and verticals. Our goal is to help advertisers understand whether the price increases they're seeing are specific to their account, or a result of Meta-wide trends. 

YoY increases on CPMs are in line with expectations, given the maturity of Meta’s platform and advertiser base. It’s also expected that we’ll continue to see higher CPMs for the remainder of the year; it’s normal to see CPMs rise steeply leading up to Black Friday through New Year’s, before dropping to their lowest points in January and February. And this year, we should expect to see a steeper than usual increase towards the end of Q3 through the end of Q4 given the combination of election season and the holidays.

What Does This Mean for Advertisers?

With Facebook CPMs continuing to remain volatile, many Right Side Up clients—both B2C and B2B—have been speaking with us about channel diversification. Some have chosen to experiment with emerging channels like TikTok ads, others have been exploring podcast advertising, and many have been investing in performance-oriented influencer programs.

If you're interested in chatting about Facebook ad performance or channel diversification, reach out to us. We'd love to discuss your growth strategy, no strings attached.

Varos offers real-time benchmarks for digital marketing and revenue metrics (CAC, retention, CPM, CTR, Conversion Rate, etc.) compared to similar companies. We're a data co-op that has 6,000+ companies sharing data with us ($4bn annual ad spend tracked).