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What’s a good CPM for a Engagement campaign on Meta Ads?

CPM is what it costs to get your post seen 1,000 times. For Engagement campaigns, this is one of the two numbers that actually matter, the other being how much engagement you get for that spend.

CPM benchmarks for a Engagement campaign
TierRangeWhat it means
Below averageOver $25Reaching people is costing more than typical for an engagement campaign.
Average$18 – $25A typical CPM for engagement content.
Above average$12 – $18Reaching people more cheaply than typical.
ExcellentUnder $12A very low cost to reach people with this content.

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If your CPM is below average

Reaching people is costing more than typical for an engagement campaign.

If your CPM is average

A typical CPM for engagement content.

If your CPM is above average

Reaching people more cheaply than typical.

If your CPM is excellent

A very low cost to reach people with this content.

Other metrics for a Engagement campaign
CTR CPC CPM ROAS CPA Conv. Rate Frequency
Sources

Adamigo provided the Engagement-objective CTR, CPC, and CPM figures used here, along with explicit engagement-rate tier language that informed how the bands were set.