Short answer
Pantheon estimates an average Meta Ads CPM of €6.32 per 1,000 impressions across 25 EU countries (August 2025 to July 2026). The most expensive markets are Ireland (€9.65), Germany (€8.98) and Denmark (€8.76); the cheapest are Slovakia (€4.57) and Bulgaria (€3.76). They are estimates, not Meta data.
Meta ads CPM by EU country
Average cost per 1,000 impressions (CPM) estimated by Pantheon for August 2025 to July 2026, from the most expensive country to the cheapest. Values in euros, converted from the US dollars of the source at the ECB reference rate of 23 October 2026 (1 EUR = 1.1193 USD).
| Country | Average CPM (€) | Typical range (€) | Average CPM (USD, source) |
|---|---|---|---|
| Ireland | 9.65 | €8.04–11.44 | 10.80 |
| Germany | 8.98 | €7.15–10.72 | 10.05 |
| Denmark | 8.76 | €7.15–10.27 | 9.80 |
| Austria | 8.49 | €6.97–10.01 | 9.50 |
| Netherlands | 8.22 | €6.70–9.83 | 9.20 |
| Sweden | 8.13 | €6.70–9.83 | 9.10 |
| Belgium | 7.50 | €6.25–8.93 | 8.40 |
| France | 7.19 | €5.81–8.49 | 8.05 |
| Finland | 6.90 | — | 7.72 |
| Luxembourg | 6.67 | — | 7.47 |
| Italy | 6.43 | €5.36–7.59 | 7.20 |
| Estonia | 6.16 | — | 6.89 |
| Lithuania | 5.82 | — | 6.51 |
| Czechia | 5.54 | €4.47–6.70 | 6.20 |
| Portugal | 5.45 | €4.47–6.70 | 6.10 |
| Latvia | 5.41 | — | 6.05 |
| Greece | 5.27 | €4.29–6.43 | 5.90 |
| Spain | 5.18 | €4.02–6.25 | 5.80 |
| Poland | 4.91 | €4.02–6.08 | 5.50 |
| Croatia | 4.82 | — | 5.39 |
| Romania | 4.81 | — | 5.38 |
| Hungary | 4.68 | — | 5.24 |
| Slovenia | 4.60 | — | 5.15 |
| Slovakia | 4.57 | — | 5.12 |
| Bulgaria | 3.76 | — | 4.21 |
| EU average (25 countries) | 6.32 | — | 7.07 |
The typical range is available for 14 countries. Cyprus and Malta are not in the file.
CPM by niche and country
Estimated CPM in euros for the 17 niches in the file, for the EU average and the six largest markets. All 25 countries are in the CSV.
| Niche | EU avg | Germany | France | Italy | Spain | Netherlands | Poland |
|---|---|---|---|---|---|---|---|
| Country average | 6.32 | 8.98 | 7.19 | 6.43 | 5.18 | 8.22 | 4.91 |
| Apparel & accessories | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Beauty | 5.14 | 7.35 | 5.85 | 5.18 | 4.18 | 6.69 | 4.01 |
| Home & garden | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Food & beverage | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Sports & outdoors | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Health & wellness | 6.22 | 8.91 | 7.08 | 6.27 | 5.07 | 8.09 | 4.86 |
| Toys, art & collectibles | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Pets | 4.45 | 6.37 | 5.07 | 4.56 | 3.62 | 5.79 | 3.48 |
| Electronics | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Lifestyle & boutique | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Baby | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Books & music | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Media & publishing | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Travel accessories & luggage | 4.47 | 6.40 | 5.08 | 4.56 | 3.64 | 5.82 | 3.48 |
| Medical devices | 5.23 | 7.49 | 5.96 | 5.27 | 4.25 | 6.81 | 4.08 |
| Business supplies | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
| Online courses (direct purchase) | 4.35 | 6.08 | 4.94 | 4.56 | 3.42 | 5.70 | 3.42 |
How to read it: in most niches the estimate sits at the country floor (85% of the lowest CPM observed in the country), which is why many rows share the same value. Health & wellness, Beauty and Medical devices are above it. In this file most niche values are lower than the country average: use the niche value when it matches the advertiser, the country average when you are unsure.
How much do Instagram ads cost in Europe?
Instagram ads are bought through the same Meta Ads system as Facebook ads, and the estimates on this page are for Meta ads as a whole. The file does not split the values by placement (Facebook feed, Instagram feed, Stories, Reels), so use the same CPM as a starting point for Instagram, then replace it with the CPM of your own campaigns by placement.
Why do Meta ads cost more in some EU countries?
- Competition in the auction: Meta sells impressions in an auction, so markets where more advertisers compete for the same audience cost more.
- Purchasing power: the most expensive countries in the table (Ireland, Germany, Denmark, Austria) are also among the richest markets, where advertisers can afford to bid more.
- Season: the values are a 12-month average. Q4 (Black Friday, Christmas) is usually more expensive, January and February cheaper.
- Your campaign: objective, audience size, placements and creative quality change the CPM more than the country alone.
How were these estimates made?
- Author: Pantheon, the ads intelligence platform behind Reveal Reach, which uses the same estimates to calculate ad spend.
- Period: August 2025 to July 2026, averaged over 12 months of seasonality. File generated on 17 October 2026.
- Sources combined: Triple Whale Meta Ads Benchmark Report (August 2025 to July 2026), Meta Ads CPM benchmarks by country (2026), Lebesgue CPM by country (2026), AdManage, Trendtrack, WordStream/WebFX.
- Niche formula: niche benchmark × country multiplier × seasonality, never below the country floor (85% of the lowest CPM observed).
- Currency: published in USD; converted to euros on this page at the ECB reference rate of 23 October 2026, 1 EUR = 1.1193 USD.
- Limits: these are estimates, not Meta data. If you have campaign data for the niche and country, your own CPM is more accurate.
Download the full CSV (25 countries, 17 niches, USD). If you use it, please credit Pantheon and link to this page.
From CPM to a competitor's ad spend
For ads delivered in the EU, the Meta Ads Library publishes the reach. With a CPM from this page and a frequency, you can estimate what an ad cost:
Estimated spend = (EU reach ÷ 1,000) × CPM × Frequency
The free ad spend estimator does the math with these CPM values, and the reach guide shows where to find the EU reach of any ad. The Reveal Reach extension does it for every ad on a Meta Ads Library page at once.
Common questions
How much do Facebook ads cost in Europe?
Pantheon estimates an average Meta Ads CPM of €6.32 per 1,000 impressions across 25 EU countries (August 2025 to July 2026). Ireland (€9.65) and Germany (€8.98) are the most expensive, Bulgaria (€3.76) the cheapest. These are estimates; your own CPM depends on niche, objective and season.
What is the average CPM in Germany?
€8.98 per 1,000 impressions, with a typical range of €7.15–10.72, according to Pantheon's estimates for August 2025 to July 2026 (converted from USD at the ECB rate of 23 October 2026).
Do these CPM values include Instagram ads?
They are estimates for Meta ads, the system that serves Facebook and Instagram. The file does not split the values by placement, so use them as a starting point for both and replace them with your own data when you have it.
Why do many niches have the same CPM?
Because the estimate never goes below the country floor, set at 85% of the lowest CPM observed in that country. When a niche benchmark falls below it, the floor is used, so several niches share the same value.
How often is this data updated?
Every quarter. This version was generated on 17 October 2026 from a 12-month benchmark (August 2025 to July 2026); the next update is planned for January 2027.
Can I download the data?
Yes. The CSV with all 25 countries and 17 niches, in US dollars as published by Pantheon, is free to download from this page. If you use it, please link to this page as the source.
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