CPM Benchmarks by Platform, GEO, and Industry in 2025

CPM represents the cost an advertiser pays for 1,000 ad impressions. In simple terms, it tells you how much you are paying just for your ads to be seen — regardless of clicks, installs, or purchases.

When planning any mobile user acquisition campaign, understanding CPM (Cost Per Mille) is absolutely essential.

For mobile marketers, CPM is more than just a pricing model — it's a critical signal. High CPMs can indicate strong competition for audience attention, seasonal pressure (think Black Friday or Q4 holidays), or specific platform trends. On the other hand, lower CPMs can suggest untapped opportunities in emerging regions or less saturated niches.

CPM is not the same always and everywhere.

Several factors can change your CPM:

• GEO: Tier 1 countries (like US, UK, CA) usually have higher CPMs.
• Platform: TikTok tends to have lower CPMs compared to Meta, but varies by market.
• Seasonality: Expect big spikes during Q4 and events like Black Friday.
• Ad format: Video ads usually cost more than static images.
• App vertical: Gaming and Dating categories tend to have the highest competition — and the highest CPMs.

Below there’s a short extract from data we have collected via our BI system which gives an image of actual CPM depending on various factors.

Updated: May, 2025

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The truth is that CPM is essential for budgeting and planning, but all chances are you need some more than just impressions to get the result you want.

We work with a result-driven complex approach to the ads campaigns.

Contact us for a free UA audit, more insights, cooperation or benchmark.