Facebook Cost Per Mille (Facebook CPM)


Facebook Cost Per Mille (Facebook CPM) refers to the cost per 1,000 Facebook ad impressions.


Facebook CPM = (Facebook Spend / Facebook Impressions) x 1000

The calculation is based on data from the Ads table.

Insights and Actions

Facebook Cost Per Mille (Facebook CPM) is a key metric for assessing the cost efficiency of reaching audiences through Facebook ads. Efficiently leveraging Facebook CPM data can guide strategic business decisions:

  • Optimize Ad Content: Evaluate which types of ads (videos, images, stories) yield the lowest CPM and highest engagement, and adjust your content strategy accordingly.
  • Refine Audience Targeting: Analyze CPM variations across different audience segments to identify the most cost-effective targeting strategies.
  • Adjust Campaign Timing: Monitor CPM fluctuations by time of day or day of the week to identify cost-saving opportunities by adjusting your ad scheduling.
  • Test and Scale: Use low CPM as an indicator to test new creative ideas and audience segments at lower risk, then scale successful tests to maximize reach and engagement.

Example Use


What's my FB CPM for yesterday?



  COALESCE(SUM(am.spend) / NULLIF(SUM(am.impressions), 0), 0) * 1000 AS cpm
  ads_table AS am
  am.channel = 'facebook-ads'
  AND am.event_date = CURRENT_DATE() - 1;