Understanding the effects of COVID-19 on the Facebook Ads Marketplace
Our team has been tracking the impact of the COVID-19 pandemic on the digital advertising marketplace over the past few weeks — and we wanted to share our findings from analyzing over 25 billion of Facebook ad impressions:
Advertising prices as measured by the Cost per 1,000 Impressions (CPM) on the Facebook Ads marketplace have declined to historic lows as many advertisers have pulled back their spending, while usage and time spent on Facebook and Instagram have exploded.
As recently as March 11th, the average CPM in the United States across Facebook and Instagram was $5.14, and has since been dropping steadily ever since — falling to $1.96 on April 5th. That is a 62% price drop in less than a month.
Globally, the average CPM across all of Facebook’s advertising placements in April 2020 is $0.93 (as of today), -58% lower than the average CPM rate of $2.31 observed in April 2019.
3/20/2020 This Data was first published. We created this dashboard to help our clients understand recent, dynamic changes in the Facebook Ad marketplace. This data is sourced from a wide sample of projects and it accurately reflects a broad mix of campaign types, ad types, bidding objectives and industries. Data is updated daily by 11 AM (EDT).