[{"data":1,"prerenderedAt":390},["ShallowReactive",2],{"guide-facebook-ad-cpm-holiday-season":3},{"id":4,"title":5,"answer":6,"authorId":7,"body":8,"category":293,"ctaVariant":294,"dataset":293,"description":295,"examples":296,"extension":297,"faqs":298,"heroImage":323,"intro":324,"meta":325,"navigation":326,"path":327,"publishedAt":328,"seo":329,"sources":330,"stats":364,"stem":388,"updatedAt":328,"__hash__":389},"blog\u002Fblog\u002Ffacebook-ad-cpm-holiday-season.md","Why Facebook CPM Spikes in Q4 (2027)","Facebook and Instagram CPMs spike in Q4 because more advertisers bid for a roughly fixed pool of holiday impressions, and Meta's second-price auction clears at a higher price when demand outruns supply. Gupta Media's tracker put the blended Meta CPM near $8.19 across 2025, but recorded $16.85 on Black Friday and $17.70 on Cyber Monday 2024, more than double the everyday rate and about 138% above that year's annualized average at the Cyber Monday peak. You cannot out-bid the crowding, but you can launch early to bank cheaper impressions, keep fresh high-relevance creative flowing to lower your effective cost, and recompute your break-even so a doubled CPM does not quietly turn profitable sales into losses.","likit-sae-lee",{"type":9,"value":10,"toc":281},"minimark",[11,16,26,29,32,99,102,105,108,112,120,123,126,129,133,136,139,142,146,149,157,160,164,167,170,173,176,180,183,186,240,243,246,249,253,256,259,262,265,268,271,275,278],[12,13,15],"h2",{"id":14},"what-actually-happens-to-cpm-in-q4","What actually happens to CPM in Q4",[17,18,19,20,25],"p",{},"CPM is the price of reach: what you pay for 1,000 impressions. It is not really set by your industry, your product, or ",[21,22,24],"a",{"href":23},"\u002Fblog\u002Fhow-to-run-a-facebook-ad","how you run your Facebook ads",". It is set by the auction and the calendar. For most of the year that price is remarkably stable. Gupta Media, whose CPM tracker runs on tens of billions of impressions and is cited by outlets such as Reuters and The New York Times, put the blended Meta CPM (Facebook and Instagram combined) near $8.19 across 2025, with October 2025 sitting almost exactly on that line at $8.17. Then Q4 arrives and the line bends sharply upward.",[17,27,28],{},"The peak days are the headline. On Black Friday 2024, Gupta Media recorded a Meta CPM of $16.85. On Cyber Monday it hit $17.70, which the tracker pegged at roughly 138% above that year's annualized average, more than double the everyday rate. December is the single most expensive month of the year to buy Meta impressions, and even the day of the week matters at the margin: Friday is consistently the priciest day, averaging around $7.43. None of that is about you. A brand that did nothing differently between October and late November still watched its reach roughly double in price.",[17,30,31],{},"Look at the ramp week by week and the shape of the season becomes obvious.",[33,34,35,51],"table",{},[36,37,38],"thead",{},[39,40,41,45,48],"tr",{},[42,43,44],"th",{},"Period (2024)",[42,46,47],{},"Dates",[42,49,50],{},"Average Meta CPM",[52,53,54,66,77,88],"tbody",{},[39,55,56,60,63],{},[57,58,59],"td",{},"Everyday baseline (2025 blended)",[57,61,62],{},"full year",[57,64,65],{},"$8.19",[39,67,68,71,74],{},[57,69,70],{},"Week 48 (Thanksgiving and Black Friday)",[57,72,73],{},"Nov 25 to Dec 1",[57,75,76],{},"$13.42",[39,78,79,82,85],{},[57,80,81],{},"Week 49 (includes Cyber Monday)",[57,83,84],{},"Dec 2 to Dec 8",[57,86,87],{},"$12.53",[39,89,90,93,96],{},[57,91,92],{},"Week 50",[57,94,95],{},"Dec 9 to Dec 15",[57,97,98],{},"$11.03",[17,100,101],{},"Source: Gupta Media, figures in USD. The weekly figures are 2024; the $8.19 line is the latest full-year (2025) blended average, shown for scale. Meta's costs also drift up year over year, so compare any spike against your own current baseline, not a prior year's.",[17,103,104],{},"The most expensive week is the week of Thanksgiving and Black Friday, at $13.42. The week that includes Cyber Monday follows at $12.53, then the second week of December eases to $11.03. Notice that the single-day peaks ($16.85 and $17.70) run well above the weekly averages, because a week blends its cheaper surrounding days into the number. Your own account will see the same pattern: a few brutal days inside a broadly elevated month, not a flat wall of expensive impressions.",[17,106,107],{},"This is not a one-off, either. Gupta Media's historical view shows Q4 running a premium over the rest of the year every single year: about 13% higher across the quarter in 2022 and 17% higher in 2023, before you even get to the Black Friday spike sitting inside it. The season is a structural feature of the auction, not a surprise you have to rediscover each November.",[12,109,111],{"id":110},"why-the-auction-reprices-crowding-meets-finite-inventory","Why the auction reprices: crowding meets finite inventory",[17,113,114,115,119],{},"To understand the spike you have to understand what you are actually buying. Meta sells impressions through ",[21,116,118],{"href":117},"\u002Fblog\u002Fhow-facebook-ad-auction-works","a continuous auction",". According to Meta's own \"About ad auctions\" documentation, each eligible ad is scored on a total value built from three inputs: your bid, the estimated action rate (how likely this particular person is to take the action you optimized for), and ad quality (how people react to the ad, positively and negatively). The highest total value wins the impression, and because it works like a second-price auction, the winner pays roughly the minimum needed to beat the runner-up, not their full bid.",[17,121,122],{},"Now add the calendar. The supply side of this auction, the number of impressions available, is close to fixed on any given day. It is bounded by how many people open Facebook and Instagram and how many ad slots their feeds, Stories and Reels can hold. That number does not balloon just because it is December. The demand side, on the other hand, explodes. Ecommerce brands that run lean all year turn their budgets up for the one quarter that makes their year. Seasonal advertisers who are dark for ten months switch on. Everyone is chasing the same shoppers in the same few weeks, with more money than usual.",[17,124,125],{},"When many more advertisers bid against a roughly fixed pool of impressions, the clearing price rises. That is the entire mechanism, and it is visible in the aggregate numbers rather than a matter of opinion. Tinuiti's Q4 2024 benchmark, drawn from a large sample of managed spend, found advertisers grew Meta investment 15% year over year while impressions grew only 9%. Money entered the auction faster than inventory did, and CPM absorbed the difference. That gap between spend growth and impression growth is auction crowding expressed in one line.",[17,127,128],{},"The important consequence is what it means for your bid. Because the auction rewards estimated action rate and ad quality, not just raw dollars, you cannot simply pay your way past the crowd efficiently. Bidding higher in a crowded auction mostly means paying more for the same impression you would have won anyway. The advertiser who buys the holiday auction cheaply is usually the one whose ad is more relevant and more engaging, because a higher estimated action rate lets them clear the auction at a lower effective cost than a competitor throwing blunt money at it. Hold that thought, because it is the hinge for every lever below.",[12,130,132],{"id":131},"read-the-ramp-week-by-week-against-your-own-baseline","Read the ramp week by week, against your own baseline",[17,134,135],{},"The single most useful habit in Q4 is to stop looking at CPM as one number and start reading it as a line. Pull your own account CPM as a daily and weekly moving average from early October, and you will see your personal version of the curve: a flat stretch, a gentle climb through early-to-mid November, a steepening into the Thanksgiving and Black Friday week, a plateau at the top through Cyber Monday, then an elevated but easing tail through mid-December before it relaxes after the last shipping cutoffs.",[17,137,138],{},"Two cautions keep that reading honest. First, compare against your own recent baseline, not last year's headline. Year-over-year CPM comparisons are noisy because Meta keeps changing how much inventory exists. In Q4 2025, Tinuiti found overall Meta impressions rose 17% year over year while blended CPM actually fell 7%, and Facebook CPM dropped 13% as Reels inventory kept expanding. So \"CPM is down versus last year\" and \"CPM is spiking versus last month\" can both be true at the same moment. The seasonal spike is a within-year event: this week measured against your own October, not this December measured against last December.",[17,140,141],{},"Second, separate the seasonal spike from the slow structural drift underneath it. Meta reported that its average price per ad rose about 9% across full year 2025 (and 6% in Q4 2025 alone, year over year). That is the tide the whole ocean sits on: costs creep upward over years regardless of season, which is also why a benchmark from two years ago reads low. The Q4 spike is the wave on top of that tide. When you plan, budget for both: a baseline a little higher than last year's, and a peak that is roughly double your own current baseline. Anchoring on either one alone leads you to under-budget.",[12,143,145],{"id":144},"lever-1-launch-early-and-bank-cheaper-impressions","Lever 1: Launch early and bank cheaper impressions",[17,147,148],{},"The first lever is timing, and it is the cheapest one you have. Every impression you buy in early-to-mid November costs closer to the roughly $8 baseline than the $13 to $17 you will pay in Black Friday week. Reach bought early is simply cheaper reach. If part of your Q4 goal is upper-funnel, building retargeting pools, warming cold audiences, seeding your pixel with real shoppers, doing that work in October and early November banks it at a discount and leaves the expensive weeks for the bottom-funnel push that genuinely has to happen then.",[17,150,151,152,156],{},"There is a second, less obvious reason to launch early: the learning phase. Meta's delivery system needs roughly 50 optimization events within about 7 days to ",[21,153,155],{"href":154},"\u002Fblog\u002Ffacebook-ad-learning-phase","exit the learning phase"," for an ad set, per Meta's own documentation, and an ad set stuck in learning delivers less efficiently. If you launch your key holiday campaigns cold on Black Friday morning, you are paying peak CPMs while the system is still figuring out who to show the ad to. That is the worst possible combination: the most expensive impressions of the year spent on exploration rather than performance. Launch and stabilize your best converting ad sets before the ramp, so that when CPMs peak you are spending premium dollars on an ad set that is already optimized and out of learning.",[17,158,159],{},"Launching early also protects you from review delays. An ad in review is not spending, and review queues run slower during the crush. Getting creative approved and live a week ahead of the moment it needs to perform removes a failure mode you do not want to discover at 6am on your most expensive day. The pattern that works is to treat late October and early November as the cheap rehearsal, and the peak weeks as the performance you have already blocked and lit.",[12,161,163],{"id":162},"lever-2-keep-fresh-creative-flowing-to-lower-your-effective-cpm","Lever 2: Keep fresh creative flowing to lower your effective CPM",[17,165,166],{},"Here is the lever the auction mechanics hand you directly. You cannot control how many competitors show up in December. You can control your estimated action rate and ad quality, and those are exactly what let you clear the auction below the crowd. In practice that means creative: the hook, the offer, the format, and above all the freshness.",[17,168,169],{},"Freshness matters more in Q4 than in any other quarter, for a specific reason: frequency. The same shoppers see far more ads during the holidays, so your audience burns through your creative faster than usual. As frequency climbs, engagement falls, your estimated action rate slips, and your effective CPM rises even if the market CPM had held perfectly flat. A tired ad in December is therefore a double penalty: you are paying peak prices to show a creative the audience has already stopped responding to. The fix is a pipeline of new concepts, not micro-variations. A genuinely different hook, angle, or format resets attention in a way that swapping a headline word never will.",[17,171,172],{},"This is why the teams that come through Q4 profitably tend to be the ones that can produce and ship new creative quickly, rather than the ones with the biggest bids. A steady cadence of fresh, high-relevance ads keeps estimated action rate up, which keeps your effective cost down, which is the only durable way to fight a crowded auction from the inside rather than from your wallet. Keeping that whole loop in one place, researching what is already working, generating the next on-brand variation, editing it, and launching to Meta, is the point of a platform like AdPlay.ai, but the discipline holds with any workflow: in the season when CPM doubles, creative velocity is your real cost control.",[17,174,175],{},"One practical note. Because editing a live ad can send it back through review and a large budget swing can reset the learning phase, batch your creative changes rather than tweaking daily. Prepare a queue of fresh concepts before the peak, rotate them on a schedule, and let each new ad gather a few days of data before you judge it. Constant fiddling during the most expensive week is how advertisers manage to pay premium CPMs and reset their learning at the same time.",[12,177,179],{"id":178},"lever-3-defend-your-margin-when-cpm-doubles-a-worked-example","Lever 3: Defend your margin when CPM doubles (a worked example)",[17,181,182],{},"The danger of a CPM spike is that it flows straight through to your cost per acquisition without touching anything you can see on the creative. Here is the arithmetic, held deliberately simple, using the market figures above.",[17,184,185],{},"Cost per purchase is CPM divided by your impressions-to-purchase rate. Say off-peak you run a 1.5% click-through rate and a 2.5% landing-page conversion rate. For every 1,000 impressions you pay one CPM, get 15 clicks, and turn those into 0.375 purchases.",[33,187,188,207],{},[36,189,190],{},[39,191,192,195,198,201,204],{},[42,193,194],{},"Scenario",[42,196,197],{},"CPM",[42,199,200],{},"Clicks per 1,000 impressions",[42,202,203],{},"Purchases",[42,205,206],{},"Cost per purchase",[52,208,209,225],{},[39,210,211,214,216,219,222],{},[57,212,213],{},"Off-peak baseline",[57,215,65],{},[57,217,218],{},"15",[57,220,221],{},"0.375",[57,223,224],{},"$21.84",[39,226,227,230,233,235,237],{},[57,228,229],{},"Black Friday peak",[57,231,232],{},"$16.85",[57,234,218],{},[57,236,221],{},[57,238,239],{},"$44.93",[17,241,242],{},"Hold the creative, the CTR, and the conversion rate exactly constant, and only the CPM changes. At the $8.19 baseline the cost per purchase is about $21.84. Swap in the $16.85 Black Friday CPM and it jumps to about $44.93. Nothing about your funnel moved. The auction alone more than doubled your cost per sale.",[17,244,245],{},"Now put a margin on it. Suppose you sell a product for $60 at a 50% gross margin, so each sale carries $30 of contribution before ad cost. Off-peak, a $21.84 cost per purchase leaves about $8.16 of profit per new customer. On Black Friday, a $44.93 cost per purchase turns the same sale into a $14.93 loss on acquisition. The product did not change. The offer did not change. The season moved you from profit to loss, and if you were watching only revenue or total sales on a busy day, you might not notice until the month closed.",[17,247,248],{},"Defending the margin means three concrete moves. First, know your break-even before the season starts. Your break-even ROAS is one divided by your gross margin (a 50% margin breaks even at 2.0x, a 33% margin at about 3.0x), and your maximum sustainable CPA is your contribution per order. Set those as hard lines on paper before Black Friday, not in the heat of it. Second, do not chase volume at a CPA your margin cannot carry: capping spend where the math stops working is a deliberate decision, not a failure of nerve. Third, if you want to keep buying through the peak, change the economics rather than the bid. Raise average order value with bundles or free-shipping thresholds so each expensive click is worth more, and lift conversion and CTR with sharper creative and offers so you buy fewer impressions per sale. For context on how fragile the conversion side is, Contentsquare's 2026 benchmark found the desktop conversion rate ran about 74% higher than mobile, so a mostly-mobile holiday audience is already converting at the lower end, and every point of CPM inflation lands harder on it.",[12,250,252],{"id":251},"five-mistakes-that-make-the-q4-spike-worse","Five mistakes that make the Q4 spike worse",[17,254,255],{},"The mechanics are only half the battle. Most of the damage in Q4 comes from misreading the numbers under pressure. Five errors are common enough to name.",[17,257,258],{},"The first is judging CPM by the day instead of the trend. A daily budget can pace up to about 25% over on a high-opportunity day and rebalance across the week, and CPM itself is noisy hour to hour, so a single expensive day proves nothing. Read a moving average across days and weeks before you touch anything.",[17,260,261],{},"The second is comparing against last year instead of your own baseline. As the Tinuiti Q4 2025 data showed, expanding Reels inventory can drag year-over-year CPM down even while the seasonal spike is very real against your own recent weeks. Benchmark the spike within the season, not across years.",[17,263,264],{},"The third is trying to out-bid the crowd. In a second-price auction, raising your bid mostly raises what you pay, not how much you win. The efficient response to a crowded auction is a more relevant ad, not a bigger number in the bid field.",[17,266,267],{},"The fourth is reading incomplete results and cutting a campaign mid-peak. Conversions report on a delay: Meta's default attribution setting still credits a purchase for up to 7 days after the click, so the sales attached to an expensive Black Friday day keep landing for days afterward. Kill a campaign on the raw first-day numbers and you may be killing something that was actually working once the late conversions arrived.",[17,269,270],{},"The fifth is going dark entirely to \"save money.\" Pausing an ad set for more than about 7 days resets its learning phase, and dropping out of the season empties the retargeting pools and pixel signal you spent the earlier weeks building. If the math is against you, cap and narrow before you switch off completely, so you keep the audience and the learning you paid for.",[12,272,274],{"id":273},"a-simple-q4-cpm-playbook","A simple Q4 CPM playbook",[17,276,277],{},"Put the pieces together and the season stops being a shock. Start early: move upper-funnel work and audience building into October and early November while impressions are near the baseline, and get your key ad sets out of the learning phase before the ramp. Read the ramp: track your own CPM as a moving line from October, expect the steep climb through the Thanksgiving-to-Cyber-Monday window, and judge it against your own recent baseline rather than last year's number, since expanding inventory can make year-over-year CPM fall even as the seasonal spike bites hard. Protect estimated action rate: keep a pipeline of genuinely fresh creative flowing so rising frequency does not quietly inflate your effective cost on top of the market. Defend the margin: fix your break-even ROAS and maximum CPA before Black Friday, cap spend where the math breaks, and change AOV and conversion rather than your bid when you want to keep buying through the peak.",[17,279,280],{},"The one idea underneath all of it is that CPM in Q4 is a price you read and plan around, not a number you can bid your way out of. Supply is roughly fixed, demand surges, and the auction does exactly what an auction does. The advertisers who come through the quarter profitably are not the ones who paid the most. They are the ones who bought reach early while it was cheap, kept their ads relevant enough to clear a crowded auction at a lower effective cost, and knew their break-even well enough to walk away from a sale that the season had quietly turned into a loss.",{"title":282,"searchDepth":283,"depth":283,"links":284},"",2,[285,286,287,288,289,290,291,292],{"id":14,"depth":283,"text":15},{"id":110,"depth":283,"text":111},{"id":131,"depth":283,"text":132},{"id":144,"depth":283,"text":145},{"id":162,"depth":283,"text":163},{"id":178,"depth":283,"text":179},{"id":251,"depth":283,"text":252},{"id":273,"depth":283,"text":274},null,"neutral","Why Meta CPMs spike in Q4: how auction crowding inflates Black Friday costs, how much CPM rises with cited data, and the levers that defend your margin.",[],"md",[299,302,305,308,311,314,317,320],{"question":300,"answer":301},"Why do Facebook CPMs spike in Q4?","Because demand outruns supply in the auction. The number of impressions available on Facebook and Instagram is roughly fixed on any given day, set by how many people are on the apps, while in Q4 far more advertisers compete for those same slots with bigger holiday budgets. Meta runs a second-price style auction, so when many more bidders chase a fixed pool of impressions, the clearing price rises. Gupta Media's tracker shows the effect plainly: a blended Meta CPM near $8.19 across 2025, but $16.85 on Black Friday 2024.",{"question":303,"answer":304},"How much do Facebook and Meta CPMs rise during the holidays?","At the peak, roughly double the everyday rate. Gupta Media recorded a Meta CPM of $16.85 on Black Friday 2024 and $17.70 on Cyber Monday, the latter running about 138% above that year's annualized average. December is the single most expensive month of the year to buy Meta impressions. Across the full quarter the premium is smaller but consistent, around 13% higher than the rest of the year in 2022 and 17% higher in 2023.",{"question":306,"answer":307},"When do holiday CPMs start climbing and when do they peak?","The ramp typically begins in early-to-mid November and peaks in the week of Thanksgiving and Black Friday. In 2024, Gupta Media put that peak week (ISO week 48) at a $13.42 average CPM, the week including Cyber Monday at $12.53, and the following week at $11.03, easing but still well above the roughly $8 baseline. Single days run higher than the weekly averages, which is why Black Friday and Cyber Monday hit the high teens while the surrounding weeks average lower.",{"question":309,"answer":310},"Does launching my holiday ads earlier actually get me cheaper CPMs?","Yes, for two reasons. Impressions bought in early-to-mid November cost closer to the roughly $8 baseline than the $13 to $17 you pay in Black Friday week, so any upper-funnel or audience-building work is simply cheaper done early. It also gets your key ad sets out of the learning phase before the ramp: Meta needs about 50 optimization events within roughly 7 days to exit learning, and you do not want to be paying peak CPMs while the system is still learning who to show the ad to.",{"question":312,"answer":313},"Can I lower my CPM by bidding differently during the holidays?","Not by bidding harder. Meta's auction scores each ad on bid multiplied by estimated action rate plus ad quality, and pays roughly the minimum needed to beat the runner-up. So a more relevant, higher-engagement ad can win the impression at a lower effective cost than a competitor bidding more blunt dollars. The lever that actually lowers your cost in a crowded auction is creative relevance and freshness, not a higher bid.",{"question":315,"answer":316},"Why did my Facebook CPA jump in December even though my creative did not change?","Because cost per acquisition is downstream of CPM. Cost per purchase equals CPM divided by your impressions-to-purchase rate, so if CPM doubles and your click-through and conversion rates hold constant, your CPA roughly doubles too. A creative that returned a $22 cost per purchase at an $8.19 CPM would return about $45 at a $16.85 Black Friday CPM with nothing else changed. The auction, not your funnel, moved the number.",{"question":318,"answer":319},"Are Facebook holiday CPMs getting worse every year?","There are two different trends, and it helps to separate them. Costs drift up structurally over years: Meta reported its average price per ad rose about 9% across full year 2025. But year-over-year CPM can also fall as Meta adds inventory: Tinuiti found overall Meta CPM down 7% in Q4 2025 as Reels inventory expanded. The seasonal spike is a within-year event, so judge it against your own recent baseline, not last year's headline number.",{"question":321,"answer":322},"How do I protect my margins when Q4 CPMs spike?","Know your break-even before the season and hold the line. Your break-even ROAS is one divided by your gross margin (a 50% margin breaks even at 2.0x), and your maximum CPA is your contribution per order. Cap spend where the math stops working rather than chasing volume at a losing cost. If you want to keep buying through the peak, change the economics instead of the bid: raise average order value with bundles, and lift conversion and CTR with sharper creative so you buy fewer impressions per sale.","\u002Fimages\u002Fblog\u002Ffacebook-ad-cpm-holiday-season-hero.webp","Every year the same thing happens. Your Facebook ads run fine through October, then the week of Black Friday your CPM roughly doubles and your cost per sale climbs with it. Nothing about your creative changed. What changed is the auction around you, as thousands of advertisers pour holiday budgets into the same finite pool of impressions. This guide explains the mechanics of the Q4 CPM spike with cited data, then walks the levers you actually control: launching early, keeping creative fresh, defending your margin, and reading the ramp week by week.",{},true,"\u002Fblog\u002Ffacebook-ad-cpm-holiday-season","2026-12-13",{"title":5,"description":295},[331,335,339,342,345,349,352,355,358,361],{"label":332,"url":333,"year":334},"Gupta Media, The True Cost of Social Media Ads (CPM tracker)","https:\u002F\u002Fwww.guptamedia.com\u002Fsocial-media-ads-cost","2025",{"label":336,"url":337,"year":338},"Tinuiti, Digital Ads Benchmark Report Q4 2024","https:\u002F\u002Ftinuiti.com\u002Fresearch-insights\u002Fresearch\u002Fdigital-ads-benchmark-report-q4-2024\u002F","2024",{"label":340,"url":341,"year":334},"Tinuiti, Why Meta Ad Impressions Are Skyrocketing While CPMs Plummet (Q4 2025)","https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Fwhy-meta-ad-impressions-skyrocketing-while-cpms-plummet-tinuiti-5lxsc",{"label":343,"url":344,"year":334},"Meta, Fourth Quarter and Full Year 2025 Results","https:\u002F\u002Finvestor.atmeta.com\u002Finvestor-news\u002Fpress-release-details\u002F2026\u002FMeta-Reports-Fourth-Quarter-and-Full-Year-2025-Results\u002Fdefault.aspx",{"label":346,"url":347,"year":348},"Meta Business Help Center, About ad auctions","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F430291176997542","2026",{"label":350,"url":351,"year":348},"Meta Business Help Center, About the learning phase","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F112167992830700",{"label":353,"url":354,"year":334},"Search Engine Land, Facebook ad costs jump, beating Google's rise","https:\u002F\u002Fsearchengineland.com\u002Ffacebook-ad-costs-jump-beat-google-461690",{"label":356,"url":357,"year":348},"Meta Business Help Center, About daily budgets","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F190490051321426",{"label":359,"url":360,"year":348},"Meta Business Help Center, About attribution settings","https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Fhelp\u002F460276478298895",{"label":362,"url":363,"year":348},"Contentsquare, 2026 Digital Experience Benchmark (conversion rates)","https:\u002F\u002Fcontentsquare.com\u002Fguides\u002Fdigital-experience-benchmark\u002Fconversions\u002F",[365,368,371,374,376,380,384],{"label":366,"value":65,"source":367},"Blended Meta (Facebook and Instagram) CPM, full year 2025","Gupta Media, 2025",{"label":369,"value":232,"source":370},"Black Friday 2024 Meta CPM (more than double the baseline)","Gupta Media, 2024",{"label":372,"value":373,"source":370},"Cyber Monday 2024 Meta CPM, 138% above that year's average","$17.70",{"label":375,"value":76,"source":370},"Thanksgiving and Black Friday week 2024 CPM (peak week)",{"label":377,"value":378,"source":379},"Meta average price per ad change, full-year 2025","+9%","Meta, 2025",{"label":381,"value":382,"source":383},"Meta Q4 2024 ad spend growth vs impression growth (YoY)","+15% vs +9%","Tinuiti, 2024",{"label":385,"value":386,"source":387},"Facebook cost per lead increase, year over year 2025","+21%","Search Engine Land, 2025","blog\u002Ffacebook-ad-cpm-holiday-season","tX_itR9xCQ-PcJj1cahYPQeJHytTNOi0767FgJNoU_o",1786093698826]