A significant seasonal shift occurs in Q3, affecting not just the seasons but also consumers. As vacations wind down and consumers re-engage with planning, shopping, and scheduling, we see momentum pick back up across digital channels. Brands that took a breather in Q2 are now sharpening their strategies to align with shifting intent and fresh demand. 

At GeistM, we’re closely tracking these seasonal shifts across key metrics like CPM, CPC, and CTR. The trends we’re seeing aren’t just noise — they’re signals that can inform smarter strategy as we head into the final stretch of the year. Q3 isn’t just a bridge to Q4; it’s a high-impact window to reset, re-engage, and maximize performance.

So let’s break them down period-over-period (PoP) and what these can mean for your campaigns. 

• Mid-July 2025
• End-July 2025
• Mid-August 2025
• End-August 2025
• Mid-September 2025
• End- September 2025

Mid-July 2025 (1st-15th)

Meta CPMs 

Key Takeways:

• Our analysts noticed a 5% increase in CPMs during this period.
• The Fashion & Beauty vertical saw the largest decrease in CPMs of 5%.
• An 18% rise was seen by the International Vertical (clients outside the US).

Meta CPCs

Key Takeaways:

• Our CPCs decreased by 6% during the first half of July.
• The most significant drop of 20% in CPCs came from the Fashion & Beauty vertical.
• The International vertical noticed the highest increase of 16%.

Meta CTRs

Key Takeaways:

• During the first half of July, we noticed an 11% increase in CTRs.
• An 18% jump was seen by the Fashion & Beauty vertical.
• The Home & Family vertical saw a slight decrease of 1%.

End July 2025 (16th – 31st)

Meta CPMs

Key Takeaways:

• We noticed stable CPMs during this period.
• A significant decrease of 11% came from the Fashion & Beauty vertical.
• The Food & Beverage vertical noticed a 10% increase in CPMs.

Meta CPCs

Key Takeaways:

• There was an 8% drop in CPCs during the second half of July.
• The Health & Wellness vertical noticed a decrease of 24%.
• None of the verticals saw an increase.

Meta CTRs

Key Takeaways:

• Our analysts noted a 6% increase in CTRs during this period.
• A significant increase of 22% was seen by the Health & Wellness vertical.
• Again, none of the verticals saw a drop in CTRs.

Here’s what Senior Analyst, Matthew Whitaker, had to say about these shifts — and what to watch for moving forward. 

“There are several key moments to watch for in Q3, starting with the Back-to-School season, which is already underway — so be sure your BTS campaigns are ready to launch. Additionally, Labor Day is approaching, and since it’s a long weekend, it’s important to plan your budget accordingly to make the most of the opportunity.”

Mid August 2025 (1st-15th)

Meta CPMs

Key Takeaways: 

• CPMs decreased by 6% during this period
• The Home & Family vertical saw the largest decrease of 17%
• The Food & Beverage vertical saw the biggest increase of 15% in CPMs.

Meta CPCs

Key Takeaways:

• Our analysts noticed a 5% decrease in CPCs 
• A significant drop of 14% came from the Home & Family Vertical
• The fashion & Beauty vertical saw the most significant jump of 19%. 

Meta CTRs

Key Takeaways: 

• Our observations revealed a 1% decrease in CTRs during this time 
• A 20% increase in CTRs came from the Food & Beverage vertical
• The largest drop in CTRs of 15% came from the Fashion & Beauty vertical.

End August 2025 (16th -30th)

Meta CPMs

Key Takeaways: 

• At the close of August, we observed a 7% reduction in CPMs
• The Sports & Supplements vertical saw the largest decrease of 12%
• A big jump of 49% came from the Health & Wellness vertical.

Meta CPCs 

Key Takeaways: 

• Our analysts observed a 12% drop in CPCs.
• The biggest drop of 45% came from the International vertical
• An increase of 33% was seen in the Sports & Supplements vertical.

Meta CTRs

Key Takeaways: 

• During this time period, there was a 5% increase in CTRs 
• The Health & Wellness vertical experienced the most significant growth, with a 73% increase
• The Sports & Supplements vertical experienced the largest drop in CTRs, at 34%. 

Mid September 2025 (1st -15th)

Meta CPMs 

Key Takeaways: 

• CPMs saw a 5% increase in early September
• A large decrease of 23% came from the Food & Beverage vertical
• The only increase of 13% was observed in the International vertical.

Meta CPCs

Key Takeaways: 

• CPCs increased by 4% during this time period
• Health & Wellness saw the largest drop in CPCs, at -13%
• While the Home & Family vertical saw a 6% increase during this time. 

Meta CTRs

Key Takeaways: 

• CTRs remained stable during the first half of September
• The biggest increase of 14% came from the International vertical
• The Food & Beverage sector experienced the most significant decline, with a 22% drop.

Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward. 

“With Black Friday, Cyber Monday, and the holiday shopping season approaching rapidly, the pre-holiday period in October is the perfect time to check in with clients about their Q4 plans and start planning your content and creative accordingly.”

End-September 2025 (16th-30th)

Meta CPMs

Key Takeaways: 

• We noticed a 3% increase in CPMs during the second half of September.
• The Sports & Supplements sector experienced the most substantial decline, with a 15% decrease.
• The Health & Wellness vertical experienced the largest increase, at 21%.

Mets CPCs

Key Takeaways: 

• CPCs held steady throughout this period.
• The Health & Wellness sector experienced a significant decline of 17%.
• Whereas the Sports & Supplements vertical saw the highest jump, with an increase of 42%. 

Meta CTRs 

Key Takeaways: 

• GeistM growth analysts observed a 4% increase in CTRs by the end of September.
• The Health & Wellness sector saw the most substantial growth, with an increase of 46%.
• The Sports & Supplements category experienced the most significant decline, with a 39% drop.

Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward. 

“With Black Friday and Cyber Monday just around the corner, the holiday shopping season is officially underway. Now is the time to start planning content and creative strategies. When engaging with clients, make sure to clarify timelines and budgets, provide a clear campaign layout, and establish a shared understanding of responsibilities to ensure campaigns run smoothly.”

How GeistM can help

As the digital landscape continues to shift heading into the final months of the year, there’s no better time to partner with a team that truly understands the nuances of platforms like Meta and beyond. At GeistM, we don’t just monitor industry trends; we turn them into actionable strategies that fuel real results. With real-time insights and data-driven execution, we ensure your campaigns stay agile, effective, and a step ahead of the curve.

Ready to turn shifting trends into strategic wins? Contact GeistM today and let’s build what’s next, together.

Written by: Nitanti Alur with insights from Matthew Whitaker

Q1 always starts off strong, fueled by ‘new year, new me’ energy, big budgets, and a surge in consumer intent. Brands come out of the gate swinging, eager to capitalize on resolution-driven demand and high engagement. But as the calendar flips to Q2, things start to shift. We’re in that in-between season: the post-Q1 cooldown before summer’s Q3 ramp-up, then the holiday season’s strong finish in Q4.

At GeistM we keep a close eye on spans shifting and audience behaviour evolving. We’ve seen movements in key ad metrics like CPM, CTR, and CPC. Whether you’re an advertiser calibrating your spend or a marketer fine-tuning your funnel, understanding these Q2 trends is crucial to staying ahead.

Let’s dive into the key Period-Over-Period (PoP) trends we’re seeing this quarter — and what to watch moving forward.

• Mid-April 2025 
• End-April 2025
• Mid May 2025
• End May 2025
• Mid June 2025
• End June 2025

Mid-April 2025 (1st-15th)

Meta CPMs

Key Takeaways:

• Our analysts noticed stable CPMs in the first half of April.
• The biggest decrease of -31% came from the Health & Wellness vertical.
• An increase of +6% was noted across International verticals (those operating outside of the US).

Meta CPCs

Key Takeaways:

• The team noticed a -14% decrease in CPCs during this time.
• A drop of -32% came from the Sports & Supplements vertical.
• The only jump of +3% came from the International vertical.

Meta CTRs

Key Takeaways:

• We noticed a +12% rise in CTRs in the first half of April.
• The largest increase, at +38%, came from the Sports & Supplements vertical.
• While the most notable decrease of -20% came from the Health & Wellness vertical.

When asked, this is what Senior Analyst, Matthew Whitaker, had to say:

“CPMs held steady this quarter, while CPCs saw a noticeable decrease and CTRs experienced a healthy lift. Additionally, it’s important to monitor any tariff-related impacts or shifts in client pricing, inventory, or supply chain dynamics, as these external factors can influence campaign performance and strategy in subtle but meaningful ways.”

End-April 2025 (16th-30th)

Meta CPMs

Key Takeaways:

• According to our analysis, CPMs remained stable during the second half of April.
• CPMs dropped by 18% in the Home & Family vertical.
• The Food & Beverage vertical saw the largest increase of 12%.

Meta CPCs

Key Takeaways:

• An overall 7% decrease in CPCs was noticed by our analysts.
• The Fashion & Beauty vertical saw the biggest drop of -20%.
• The largest jump of +14% came from the International vertical.

Meta CTRs

Key Takeaways:

• CTRs rose by +5% during this period.
• An increase of +26% was noticed by the Sports & Supplements vertical.
• The most notable decrease of -9% came from the Health & Wellness vertical.

According to our Senior Analyst, Matthew Whitaker, these are some moments to look out for, 

“With the tariff impact, now is the time to check on our clients for any updates to their prices, inventory, or supply chain. And with Memorial Day around the corner, it’s also a good time to check if any clients are running promotions during that period.”

Mid-May 2025 (1st-15th)

Meta CPMs 

Key Takeaways:

• Our analysts noticed a 4% decrease in CPMs during the first half of May.
• Fashion & Beauty vertical faced the largest decrease of 10%.
• The largest jump of 7% was seen by the Home & Family vertical.

Meta CPCs

Key Takeaways:

• CPCs decreased by 26% during this period.
• A large drop of 24% came from the Fashion & Beauty vertical.
• None of our verticals saw an increase in CPCs.

Meta CTRs

Key Takeaways:

• There was an 18% jump in CTRs at the beginning of May.
• A large jump of 38% came from the Home & Family vertical.
• An 8% decrease in CTRs came from the Food & Beverage vertical.

End May 2025 (16th-31st)

Meta CPMs

Key Takeaways:

• Our CPMs remained stable during this period.
• A 14% decrease came from the International vertical.
• A large increase of 35% was observed by the Health & Wellness vertical.

Meta CPCs

Key Takeaways:

• Towards the end of May, there was a 21% increase in CPCs.
• A large drop of 14% was noticed by the International vertical.
• While the Home & Family vertical saw a massive increase of 53%.

Meta CTRs

Key Takeaways:

• Our analysts noticed a 28% drop in CTRs.
• The only increase of 11% came from the Food & Beverage vertical.
• The biggest decrease of 29% came from the Fashion & Beauty vertical.

According to Senior Analyst, Matthew Whitaker, here are some moments to look out for in June: 

“With Father’s Day and summer approaching, brands planning seasonal promotions or campaigns should align their messaging accordingly — and ensure budgets are allocated to support these key marketing moments.”

Mid-June 2015 (1st-15th)

Meta CPMs

Key Takeaways:

• The middle of June saw a 6% decrease in CPMs.
• The largest decrease, 13%, came from the International vertical.
• The Sports & Supplements vertical saw an incredible 18% jump.

Meta CPCs

Key Takeaways:

• There was a 6% decrease in CPCs during this period.
• The International vertical saw the largest drop of 14% in CPCs.
• An increase of 11% came from the Home & Family vertical.

Meta CTRs

Key Takeaways:

• Our CTRs remained stable during the first half of June.
• An 8% jump in CTRs was noticed by the Fashion & Beauty vertical.
• A decrease of 10% in CTRs came from the Home & Family vertical.

Here’s what Senior Analyst, Matthew Whitaker, had to say: 

“If any brands are running promotions or aiming to leverage important marketing moments, it’s up to the account teams to budget accordingly. This includes events like the July 4th weekend for Independence Day as well as summer campaigns throughout Q3 that focus on seasonality-driven messaging and content.”

End-June 2025 (16th-30th)

Meta CPMs

Key Takeaways:

• A 7% increase in CPMs was observed during this period.
• None of the verticals noticed a decrease in CPMs.
• The largest rise, at 11%, came from the Food & Beverage vertical.

Meta CPCs

Key Takeaways:

• During the second half of June, there was a 3% increase in CPCs.
• A 4% drop in CPCs was observed in the Food & Beverage vertical.
• The Health & Wellness vertical saw an 11% increase in CPCs.

Meta CTRs

Key Takeaways:

• Our analysts noticed a 3% increase in CTRs during this period.
• The Food & Beverage vertical experienced a notable 14% increase.
• Whereas the Health & Wellness vertical reported a 10% decrease in CTRs.

According to Senior Analyst, Matthew Whitaker, these are some moments to look out for during the beginning of Q3: 

“It’s officially Prime Week, with Prime Day extending across four days this year—from July 8th to July 11th, 2025. During this period, some brands may increase their spending not only on Amazon but across multiple platforms, so it’s worth scaling in the coming days. Additionally, the Back-To-School season is fast approaching in August, making this a key time to plan ahead.”

How GeistM Can Help

At GeistM, staying ahead of industry trends isn’t just what we do — it’s what we excel at. Through real-time optimizations and data-driven strategy, we ensure your campaigns stay efficient, effective, and always one step ahead of the curve.

As the year progresses and the digital landscape continues to evolve, now is the perfect time to partner with a team that knows how to navigate the complexities of platforms like Meta — and beyond. Let’s work together to turn shifting trends into strategic wins. Reach out today and see how GeistM can help you lead the charge.

Written by: Nitanti Alur with insights from Mathew Whitaker

A new year brings new opportunities in the advertising landscape, both exciting and challenging for brands on Meta platforms. With fresh trends emerging and others fading into the past, Q1 is a crucial period for businesses to recalibrate, sharpen their targeting, and make strategic, data-driven decisions that will define their road to success for the rest of the year.

At GeistM, we’re always tracking these shifts in ad performance, ensuring our clients have the latest insights to stay ahead of the curve. From the dynamics of key metrics like CTR, CPC, and CPM to the impact of new algorithm updates, our expert team is dedicated to identifying the trends that truly move the needle.

Here’s a look at the key Period-Over-Period (PoP) Meta trends our analysts have been tracking in Q1 of 2025:

• Mid January 2025
• End January 2025
• Mid February 2025
• End February 2025
• Mid March 2025

Mid-January 2025 (1st to 15th)

Meta CPMs

Key Takeaways:

• CPMs decreased by -36% during the first half of January 2025
• The Sports & Supplements vertical noticed the largest decrease of -50%
• None of our accounts noticed a rise in CPMs.

Meta CPCs

Key Takeaways:

• Our analysts noticed a -6% decrease in CPCs during this time
• The Fashion & Beauty vertical saw the most significant drop in CPCs of -18%
• The largest jump of +14% came from the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

• A -30% decrease in CTRs was noticed during the first half of January
• The Sports & Supplements vertical saw a substantial decrease of -57%
• Unfortunately, none of our accounts saw a rise in CTRs.

Here’s what our Senior Growth Analysts had to say about these changes:

“There were decreases in CPMs, CPCs, and CTRs. In fact, all verticals saw drops for CPMs and CTRs. We also noted that our Health & Wellness vertical needs to closely monitor campaigns as Meta is tightening restrictions, particularly around lower-funnel metrics.

As these changes roll out, brands in this space will need to be more strategic than ever in how they structure campaigns, optimize targeting, and navigate the evolving ad policies to maintain performance and efficiency.”

End January 2025 (16th -31st)

Meta CPMs

Key Takeaways:

• Our analysts noticed a +16% increase in CPMs during this period
• The biggest decrease in CPMs came from the Food & Beverage vertical at -5%
• On the other hand, the Sports & Supplements vertical noticed massive rise in CPMs at +33%.

Meta CPCs 

Key Takeaways:

• There was a +9% increase in CPCs during this period
• The Health & Wellness vertical saw a 3% drop in CPCs.
• A significant jump of +42% was noted in the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

• Analysts saw a +9% increase in CTRs during the second half of January
• The Health & Wellness vertical experienced an increase of +23%
• The most notable decrease (-7%) was in the Food & Beverage vertical.

Mid-February 2025 (1st -15th) 

Meta CPMs

Key Takeaways:

• Our analysts noticed a +4% increase in CPMs during the first half of February.
• The most significant decrease of -3% came from the Health & Wellness vertical.
• The Sports & Supplements vertical noticed the largest increase of +15%.

Meta CPCs

Key Takeaways:

• A decrease of -5% was noticed during the first half of February.
• The Sports & Supplements vertical saw the largest drop in CPCs of -35%.
• A noticeable increase of +24% came from the Health & Wellness vertical.

Meta CTRs

Key Takeaways:

• During the first half of February, our analysts noticed an +8% increase in CTRs.
• An incredible jump of +78% was seen by the Sports & Supplements vertical.
• A noticeable decrease of -21% was seen by the Health & Wellness vertical.

End February 2025 (16th – 28th)

Meta CPMs

Key Takeaways:

• Our analysts noticed a -3% decrease in CPMs during the second half of February.
• The Sports & Supplements vertical noticed the most significant decrease of -14%.
• The biggest rise of +55% came from the Health & Wellness vertical.

Meta CPCs

Key Takeaways:

• There was a +4% increase in CPCs during this period.
• The Health & Wellness vertical saw the largest drop of -11% in CPCs.
• A substantial jump of +19% came from the Fashion & Beauty vertical.

Meta CTRs

Key Takeaways:

• We noticed a -7% decrease in CTRs during the second half of February.
• An immense increase of +73% came from the Health & Wellness vertical.
• The most notable decrease of -19% came from the Fashion & Beauty vertical.

Here’s what Matthew, our Senior Analyst had to say about these shifts and what we need to look out for in the next few months… 

“There were slight decreases in CPMs and CTRs but a slight increase in CPCs PoP (period-over-period). The first day of Spring (March 20th) marks the beginning of seasonal messaging & content. And Easter Sunday Weekend (April 18-21st) is a time to spend time at home with family for over 30% of Americans, so make sure you manage your promotions and budget accordingly”

Mid March (1st-15th)

Meta CPMs

Key Takeaways:

• We noticed a +6% increase in CPMs during the 1st half of March.
• A large decrease of -15% came from the Health & Wellness vertical.
• A large increase of +21% came from the Sports & Supplements vertical.

Meta CPCs

Key Takeaways:

• Our analysts saw CPCs fall by 5% during this period.
• A notable drop of -17% was seen by the Home & Family vertical.
• A jump of +5% was noticed by the International vertical (clients outside the US).

Meta CTRs

Key Takeaways:

• During this period, our analysts noticed a +10% increase in CTRs.
• The Sports & Supplements vertical saw the largest increase of +21%.
• The most notable decrease of -7% came from the Health & Wellness vertical.

How GeistM Can Help

At GeistM, we don’t just track industry trends—we anticipate them. Our analysts continuously track shifts in Meta’s ad landscape, ensuring your brand’s objectives align with the latest trends. By making real-time adjustments, we keep your campaigns optimized, effective, and ahead of the competition.

What sets us apart is our in-house content and creative team, which is always one step ahead in leveraging the latest 2025 trends. From innovative User-generated content (UGC) ad formats to data-driven storytelling, we craft compelling, high-performing creatives that align with Meta’s evolving best practices. 
With the new year in full swing, now is the time to partner with a performance marketing agency that thrives on agility and innovation. Let’s turn these insights into results—contact us today!

Written by Nitanti Alur with insights from Matthew Whitaker

As Q4 progresses, the digital ad landscape, particularly within Meta platforms, is entering one of the most dynamic times of the year. Meta sees consistent significant shifts in ad KPIs as brands scale their efforts to capture holiday shoppers, maximize visibility, and close out the year with strong conversions.

Month by month, these rates reflect larger market trends, changing consumer behavior, and the Meta algorithm updates. At GeistM, we keep an eye out for key metrics like CTR, CPC, and CPM. We judge the trends and give our expert predictions. 

So here are the trends GeistM analysts noticed in Q4 of 2024:

• Mid-October 2024
• End-October 2024
• Mid-November 2024
• End-November 2024
• Mid-December 2024
• End-December 2024

Mid-October 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• We noticed a -3% decrease in CPMs
• The Fashion & Beauty vertical noticed the most significant drop in CPMs at -16%
• While the biggest increase came from the Sports & Supplements vertical of +18%

Meta CPCs

Key Takeaways:

• Our analysts noticed a -17% decrease in CPCs
• The Food & Beverage vertical noticed a substantial decrease of -20% in CPCs
• The Health & Wellness vertical noticed the largest increase of +24%

Meta CTRs

Key Takeaways:

• We noticed a +12% increase in CTRs during the first half of October
• The Sports & Supplements vertical saw the greatest increase of +22%
• While the biggest decrease of -30% came from the Fashion & Beauty vertical

Here’s what our analyst Cher had to say about these shifts in trends. 

 “There was a decrease in both CPMs and CPCs period-over-period. The election period will most likely drive up CPMs over the next two weeks, especially on Meta. The Black Friday Cyber-Monday Promo Period is slightly later than previous years, so let’s be mindful of pacing in November to adjust for these changes.”

End October 2024 (16th -30th)

Meta CPMs

Key Takeaways:

• Our analysts noticed that CPMs increased by +6% in the second half of October
• The Food & Beverage vertical saw the largest drop in CPMs of -7%
• While the Fashion & Beauty vertical noted the biggest increase of +42%

Meta CPCs 

Key Takeaways:

• We noticed a +10% increase in CPCs towards the end of October
• The Fashion & Beauty vertical saw the largest decrease of -13%
• The most significant increase of +30% came from the Home & Family vertical

Meta CTRs

Key Takeaways:

• Our Analysts noticed a -4% decrease in CTRs during the second half of October
• The Fashion & Beauty analysts saw an immense increase of +63%
• While the Food & Beverage vertical encountered a sizeable decrease of -24%

Here’s what Matthew, our analyst, had to say about these shifts in trends and how this affected the beginning of November: 

“There was an increase in both CPMs and CPCs period-over-period. The Black Friday Cyber-Monday Promo Period is slightly later than previous years so let’s be mindful of pacing in November to adjust for these changes.” 

Mid November 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• Our analysts noticed that CPM trends remained stable in the first half of November
• The largest drop of -15% was noticed by the Home & Family vertical
• The Health & Wellness vertical noted the biggest increase of +14%

Meta CPCs

Key Takeaways:

• We noticed a -14% decrease in CPCs during the first half of November
• The Home & Family vertical saw a decrease of -26%
• The biggest increase of +8% came from the Sports & Supplements vertical

Meta CTRs

Key Takeaways:

• According to our analysts, CTRs increased by +14% during the first half of November
• The Food & Beverage vertical saw a considerable increase of +27%
• Sports & Supplements vertical encountered the largest decrease in CTRs of -19%

Here’s what Cher, our Senior Marketing Analyst, had to say about these shifts 

“There was an increase in both CPMs and CTRs period-over-period. The election period drove up CPMs early in the month, with CPMs stabilizing afterward as we approached Black Friday.

The Black Friday Cyber-Monday Promo Period is slightly later than previous years so we paced to handle this.”

End of November 2024 (16th – 30th)

Meta CPMs

Key Takeaways:

• We noticed a +22% increase in CPMs in the second of November
• None of the verticals saw a decrease in CPMs during this period
• Home & Family vertical noted the biggest increase at +66%

Meta CPCs

Key Takeaways:

• We noticed a +14% increase in CPCs during the second half of November
• The International vertical (which consists of any campaigns running outside of the US) was the only vertical that remained stable during this period
• The largest increase came from Home & Family vertical of +75%

Meta CTRs

Key Takeaways:

• During the second half of November, our analysts noticed an +8% increase in CTRs
• The Fashion & Beauty vertical saw a significant increase of +26%
• The Home & Family vertical encountered a decrease in CTRs of -5%

Here’s what Cher, our senior marketing analyst, had to say about the trends at the end of November 

“There was an increase in CPMs, CPCs, and CTRs period-over-period. As Black Friday/Cyber Monday sales come to a close, it’s essential to be mindful of additional holiday sales clients have lined up for the rest of the pre-Christmas period.”

Mid December 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• As Cyber Week came to an end CPMs remained stable in the first half of December
• The Fashion & Beauty vertical saw the largest decrease of -18%
• The International vertical (all clients outside the US) saw the most notable increase of +25%

Meta CPCs

Key Takeaways:

• Our analysts noticed stable CPCs during the first half of December

• The biggest dip came from the Health & Wellness vertical with a drop of -26%

• The Home & Family vertical saw the biggest increase of +55%

Meta CTRs

Key Takeaways:

• According to our analysts, there were no major fluctuations in CTRs during the first half of December

• The largest increase of +33% came from the Health & Wellness vertical

• A notable decrease of -16% was seen by the Home & Family vertical

Here’s what Senior Marketing Analyst, Matthew, had to say: 

“CPMs, CPCs, and CTRs mostly remained stable period-over-period. Notable changes include the Health & Wellness vertical seeing a 26% decrease in CPMs but a sharp 33% increase in CTRs.”

End December 2024 (16th – 31st)

Meta CPMs

Key Takeaways:

• Our analysts noticed a -32% decrease in CPMs during the second half of December

• The International vertical (clients outside of the US) noticed the largest decrease of -29%

• None of the accounts saw a rise in CPMs

Meta CPCs

Key Takeaways:

• We noticed a -9% decrease in CPCs during the second half of December

• The Sports & Supplements vertical saw the largest drop in CPCs of -37%

• None of the verticals saw an increase in CPCs

Meta CTRs

Key Takeaways:

• CTRs decreased by -19% during the second half of December

• The Fashion & Beauty vertical saw the largest increase of +38%

• The biggest decrease in CTRs of -20% was seen by the Home & Family vertical

Here’s what Matthew, our Senior Growth Analyst, had to say about these shifts

“There were decreases in CPMs, CPCs, and CTRs. In fact, all verticals saw drops for CPMs and CPCs!”

Here’s How GeistM Can Help

At GeistM, our analysts are constantly monitoring industry trends and adjusting campaigns in real-time, ensuring they remain optimized and aligned with shifting dynamics.

With the new year upon us, there’s no better time to partner with a performance marketing agency like GeistM. Our expertise in navigating these rapid changes ensures your brand stays ahead of the curve during this critical time of year. Let’s make this season your most successful yet—contact us today!

Written by Nitanti Alur with insights from Matthew Whitaker and Cher Chen

Digital marketing is ever-changing, and understanding the mechanics behind Meta’s advertising metrics — like CPM, CPC, and CTR — can be the difference between a successful campaign and an unsuccessful one. 

If you’re reading this, you probably use these matrices every day. But in case you need a refresher, here’s a summary of what they mean: 

CPM

It stands for Cost Per Mille, or as we refer to it, Cost Per Thousand. It represents the cost marketers will pay for every thousand digital ad impressions. These impressions occur every time an ad is displayed on a user’s screen, regardless of whether they interact with it.

CPC

Cost Per Click determines how much we pay as advertisers for the ads placed on websites and social media based on the number of clicks the ads receive. This is also known as PPC (pay-per-click). 

CTR

Click-through rate, summarized by Investopedia, is “the percentage of individuals viewing a web page who view and then click on a specific advertisement that appears on that page. Click-through rates measure how successful an ad has been in capturing users’ attention. The higher the click-through rate, the more successful the ad has been in generating interest.”

Now that we have a slight refresher on key metrics, here are the CPM, CPC, and CTR rate trends that the GeistM analysts uncovered during Q3 of 2024: 

• Mid August 2024
• End August 2024
• Mid September 2024
• End September 2024
• How GeistM Can Help

Mid August 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• GeistM analysts saw a 5% decrease in CPMs at the beginning of August
• The Food & Beverage vertical saw the most significant drop in CPMs at -25%
• The Sports & Supplements vertical saw the most considerable increase of 38%.

Meta CPCs

Key Takeaways:

• GeistM analysts noted an 11% decrease in CPCs
• The Fashion & Beauty vertical saw the most significant reduction at -22%
• The Sports & Supplements vertical saw the most considerable increase of 14%.

Meta CTRs 

Key Takeaways:

• During the 1st half of August, GeistM analysts identified a 6% decrease in CTRs overall
• The Sports & Supplements vertical saw the largest increase at 21%
• The Food & Beverage vertical encountered the largest CTR decrease at -26%.

Here’s what GeistM Senior Growth Analyst, Matthew, had to say regarding these changes, and his predictions for the remainder of August:

“I have noticed an ebb and flow pattern for CPMs, CPCs, and CTRs during Q2 and Q3. In one period (half a month), the metrics will all improve at once, and in the next period, they will all decline again, and vice versa. It’s less common (though it still happens) for metrics to move in the same direction for two periods in a row.

Prime Day has a major effect on CPMs and CPCs, seeing a jump in the metrics as we approach and go through the sale day and a large drop after the sale is over.

In terms of my predictions, Back-To-School efforts are moving into full swing now, which will likely cause an increase in CPMs during the second half of August.”

End August 2024 (16th – 31st)

Meta CPMs

Key Takeaways:

• GeistM Data Analysts saw a 9% increase in CPMs towards the end of August
• The Sports & Supplements vertical saw the biggest decrease in CPMs at -33%
• The Food & Beverage vertical saw the biggest CPM increase at 24%

Meta CPCs

Key Takeaways:

• GeistM Analysts found a 2% increase in CPC at the end of August
• The Sports & Supplements vertical saw the largest CPC decrease of -14%
• A 1% CPC increase was seen in the Food & Beverage vertical

Meta CTRs

Key Takeaways:

• By the End of August the GeistM Data Analysts noticed an 8% increase in CTRs
• The Food & Beverage vertical saw the largest CTR increase of 23%
• The largest decrease came from the Sports & Supplements vertical with -21%

Our Senior Growth Analyst, Matthew, shared his insights on these changes and his expectations for September. 

“CPMs and CPCs both increased. With the majority of Verticals seeing a sizable scale in spend, we noted an increase in all rates.

We need to keep an eye out on performance during Q4. Costs may rise around this fall season going into the Election Day period and we’ll see consumer spending rise as well with Black Friday Cyber-Monday Promo Period conversations.”

Mid September 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• GeistM analysts noticed that CPMs remained stable in the first half of September
• The Sports & Supplements vertical saw the largest drop in CPMs at -14%
• The International vertical noted the biggest increase of 3%

Meta CPCs

Key Takeaways:

• An increase of 4% was seen in CPCs during the first half of September by the GeistM analysts
• The Home & Family vertical saw the largest decrease of -11%
• While the largest increase of +21% was seen by the Food & Beverage vertical

Meta CTRs

Key Takeaways:

• GeistM analysts saw CTRs decrease by -4% during the first half of September
• The Home & Family vertical saw the largest increase of 15%
• The Food & Beverage vertical encountered the largest decrease in CTRs of -19%

Here’s what our Growth Analyst, Cher Chen had to say about these shifts in trends and what might happen towards the end of September 

“CPMs and CPCs both increased slightly. 

The Moments to look out for heading into spooky season are Columbus Day, Halloween, Election Day period, Thanksgiving, Black Friday Cyber-Monday Promo Period. 

With many accounts starting to run promos & varying spend levels in October, it is essential to put spend where it’s most cost-efficient!”

End September 2024 (16th – 30th)

Meta CPMs

Key Takeaways:

• GeistM analysts noticed stable levels of CPMs in the second half of September
• The Health & Wellness vertical saw the largest drop in CPMs at -7%
• The Fashion & Beauty vertical noted the biggest increase, with +16% in CPMs

Meta CPCs

Key Takeaways:

• Our analysts noted an 11% increase in CPCs
• The Health & Wellness vertical noticed the largest decrease of -10%
• The Fashion & Beauty vertical had the most significant increase of +34%

Meta CTRs

Key Takeaways:

• We noticed an 11% decrease in CTRs at the end of September
• The Sports & Supplements vertical noticed the largest increase of 7%
• The latest decrease of -19% was noticed by the Food & Beverage vertical

Here’s what Mathew, our Senior Growth Analyst, had to say about these trend shifts and what we need to keep an eye out for in October. 

“Overall CPMs increased 0.91%, with the Fashion & Beauty vertical seeing the largest increase in PoP at 16%.

Moments to look out for heading into spooky season: Amazon Prime Day, Columbus Day, Halloween, Election Day period, Thanksgiving, Black Friday Cyber-Monday Promo Period.

Pro Tip: Don’t be afraid to over-communicate in Q4 to navigate all projects & decisions.”

GeistM Can Help You Tackle Fluctuating Rate Trends

At GeistM, our paid social marketing analysts closely monitor all metric trends and optimize your campaigns accordingly.

As we move further into the year, partnering with us could be your pivotal step towards mastering Meta’s advertising. Contact us today to learn how we can help you navigate the ever-changing landscape of Meta and beyond.

Written by Nitanti Alur with insights from Matthew Whitaker