A good CPM for Instagram Ads is $9.20 or lower, which puts you in the top quarter of advertisers. The median is $16, so anything below that beats at least half of accounts, and $27 or higher is the bottom quarter. It varies by industry, from $13 in food & beverage to $21 in b2b / software.
Published benchmarks for Q1 2023 – Q4 2024.
| Band | CPM |
|---|---|
| Good (top quarter) | 9.20 or lower |
| Median | 16 |
| Bottom quarter | 27 or higher |
| Strongest accounts | <$8 |
| Industry | Median CPM |
|---|---|
| Fashion & Apparel | 14 |
| Beauty & Personal Care | 15 |
| Food & Beverage | 13 |
| Ecommerce (General) | 16 |
| Home & Lifestyle | 14 |
| Fitness & Wellness | 17 |
| B2B / Software | 21 |
A good CPM for Instagram Ads is $9.20 or lower, which puts you in the top quarter of advertisers. The median is $16, so anything below that beats at least half of accounts, and $27 or higher is the bottom quarter. It varies by industry, from $13 in food & beverage to $21 in b2b / software.
The median CPM for Instagram Ads is $16 in published benchmarks for Q1 2023 – Q4 2024. Half of advertisers land below it and half above it.
No. $27 is the bottom-quarter line for Instagram Ads: three in four advertisers do better. Aim for the median, $16, first.
The strongest accounts reach <$8. Treat that as a ceiling to learn from rather than a target for every campaign.