It depends on the platform. Roughly $5–$10 on TikTok and $7–$12 on Facebook are common; TikTok and Facebook tend to be the most cost-efficient, while LinkedIn is expensive but worth it for B2B targeting. A 'good' CPM is one that drives action, not just the lowest number.

Metrics

What Is a Good CPM? A Practical Marketer's Guide

Q: When are CPMs cheapest?

Usually in the summer when advertisers slow down. Expect sharp increases in Q4 around Black Friday and Christmas, and short-term spikes around cultural or viral events on platforms like TikTok.

Q: Is a low CPM always good?

No. A low CPM doesn't mean success — what matters is whether the ad drives action. Smart marketers balance CPM with engagement, CTR, CPA, and ROI, and increasingly invest in UGC that lives longer and converts.

Saying "$10 CPM is good" doesn't mean much without benchmarks. CPM (cost per thousand impressions) varies wildly by platform, season, and goal. Here's how to read it — and why the lowest number isn't the win.

Metrics·7 min read·Updated 2026

$5–10

typical CPM range on TikTok — among the most cost-efficient.

$7–12

typical CPM range on Facebook for many campaigns.

$$$

LinkedIn runs expensive — but worth it for B2B targeting.

Benchmarks by platform

Benchmarks tell you where your budget stretches furthest. TikTok and Facebook tend to be the most cost-efficient; LinkedIn is pricier but pays off for B2B. Use these as a baseline, not a target:

Platform	Typical CPM	Best for
TikTok	~$5–$10	Short-form reach, cost efficiency
Facebook / Meta	~$7–$12	Broad targeting, retargeting
Instagram	Mid-range	Visual products, creators
LinkedIn	High	B2B and high-intent audiences

Seasonal trends

Q4 holidays (Black Friday, Christmas) — expect sharp increases as everyone bids up.
Summer months — often cheaper CPMs as advertisers slow down.
Event-driven spikes — platforms like TikTok surge during cultural or viral moments.

Why the lowest CPM isn't the goal

A low CPM doesn't always mean success — what matters is whether your ad drives action. Smart marketers balance CPM with engagement, CTR, CPA, and ROI. Increasingly, they're investing in user-generated content that lives longer and converts better than a paid impression. A $60 product seeded to the right creator can produce UGC you reuse across ads, email, and product pages for months — a "CPM" that keeps compounding.

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Frequently asked questions

What is a good CPM?

Roughly $5–$10 on TikTok and $7–$12 on Facebook are common; LinkedIn runs higher but suits B2B. A good CPM is one that drives action, not just the lowest number.

When are CPMs cheapest?

Usually summer, when advertisers slow down. Expect spikes in Q4 and around viral or cultural events.

Is a low CPM always good?

No — balance it with engagement, CTR, CPA, and ROI. Lasting UGC often beats chasing the cheapest impression.

Build owned UGC, not just impressions

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