> ## Documentation Index
> Fetch the complete documentation index at: https://docs.valiyou.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Settings - CPM Benchmarks
> Access 81+ CPM benchmarks for Instagram, TikTok, YouTube, Facebook, LinkedIn. Market-based social media pricing for sponsorship valuations across 12 countries.
# CPM Benchmarks
**Get smart, data-driven CPM suggestions for your social media valuations.** CPM benchmarks help you price social media value accurately with market-based recommendations tailored to your platform, country, and metric type.
**Available On**: All plans **Location**: Settings → CPM Benchmarks **Auto-Applied**: Valuation
forms automatically suggest CPM values
## What are CPM Benchmarks?
CPM (Cost Per Mille) represents the cost per 1,000 impressions, followers, or engagements on social media platforms. Our benchmark database contains **81 data points** across:
* 📱 **8 Platforms**: Facebook, Instagram, YouTube, TikTok, LinkedIn, Twitter, Snapchat, Pinterest
* 🌍 **12 Markets**: Denmark (DK), United States (US), United Kingdom (UK), Germany (DE), France (FR), Norway (NO), Sweden (SE), Finland (FI), Canada (CA), Australia (AU), Austria (AT), and Global
* 📊 **3 Metric Types**:
* **Followers CPM**: Value per 1,000 followers
* **Impressions CPM**: Value per 1,000 impressions/views
* **Engagements CPM**: Value per 1,000 likes, comments, shares
***
## Why Use CPM Benchmarks?
### Benefits
* ✅ **Market-Based Pricing**: Data from industry sources (SuperAds.ai, Lebesgue, etc.)
* ✅ **Country-Specific**: Adjusted for local market conditions
* ✅ **Confidence Levels**: High/medium/low ratings indicate data quality
* ✅ **Automatic Suggestions**: Pre-filled in valuation forms when fields are empty
* ✅ **Currency Conversion**: Automatically converts to your organization's base currency
* ✅ **Source Transparency**: See where each benchmark comes from
***
## How It Works
### 1. Organization Country Detection
The system automatically detects your country from:
**Priority Order:**
1. **Organization Country** (Settings → Organization → Country) - **Highest Priority**
2. **Language** (Danish → Denmark)
3. **Timezone** (Europe/Copenhagen → Denmark)
4. **Fallback** to Global benchmarks
Set your country in **Settings → Organization → Country** for the most accurate suggestions.
### 2. Smart Suggestions in Valuations
When creating a valuation with social media data:
1. Navigate to **Valuations → Create Valuation → Social Media**
2. Select a platform (e.g., Instagram)
3. Enter follower count, impressions, or engagements
4. **CPM fields show smart suggestions**:
```
Followers CPM: [empty]
💡 Smart suggestion: 71.84 kr (Denmark market)
```
The suggestion is:
* ✅ Based on your organization's country
* ✅ Converted to your base currency
* ✅ From verified industry sources
* ✅ Updated with latest market data
### 3. Manual Override
You can always override the suggestion:
* **Accept Suggestion**: Leave field empty, suggestion is used automatically
* **Custom Value**: Enter your own CPM value
* **Mix and Match**: Use suggestions for some metrics, custom values for others
***
## Viewing All Benchmarks
**Navigate to Settings → CPM Benchmarks** to see all available data.
### Table Features
* **Sortable Columns**: Click headers to sort by platform, country, CPM value, etc.
* **Filter by Platform**: Show only Facebook, Instagram, etc.
* **Filter by Country**: Pre-filtered to your organization's country
* **Filter by Metric**: Show only followers, impressions, or engagements
* **Mobile Responsive**: Optimized for all devices
### Understanding the Table
| Column | Description |
| ----------- | --------------------------------------------------------------------------- |
| Platform | Social media platform (Facebook, Instagram, etc.) |
| Metric | Type of metric (Impressions, Followers, Engagements) |
| Country | Market where this CPM applies |
| CPM Value | Cost per 1,000 units in original currency (with min/max range if available) |
| Confidence | High/Medium/Low - indicates data quality and recency |
| Source | Where the data comes from (clickable link if available) |
| Data Period | Time period covered (e.g., "Dec 2024 - Dec 2025") |
**Confidence Levels Explained:** High = Recent data from multiple verified sources | Medium =
Single source or slightly older data | Low = Limited data or regional estimates
***
## Currency Conversion
CPM benchmarks are stored in their **original currency** (USD, EUR, or DKK) and **automatically converted** to your organization's base currency.
### Example
**Original Benchmark:**
* Platform: Instagram
* Metric: Followers
* Country: Denmark
* Value: \$75.00 USD
* Source: SuperAds.ai
**Your Organization:**
* Base Currency: EUR
* Exchange Rate: 1 USD = 0.93 EUR
**Result in Valuation:**
* Displayed Value: €70.09 EUR
* Tooltip: "Based on Denmark market data from SuperAds.ai"
Change your base currency in **Settings → Organization → Base Currency** to see all values in your
preferred currency.
***
## Best Practices
### ✅ Do This
* **Set Organization Country**: Ensures suggestions match your market
* **Review Confidence Levels**: Prioritize high-confidence benchmarks
* **Check Data Period**: Verify benchmarks are current
* **Use as Starting Point**: Adjust based on your specific situation
* **Document Custom Values**: Note why you override suggestions
### ❌ Avoid This
* **Blindly Accepting**: Consider your unique context
* **Ignoring Source**: Some sources are more reliable than others
* **Using Wrong Country**: Ensure your organization country is correct
* **Mixing Currencies Manually**: Let the system convert automatically
***
## Industry Adjustments
Some industries command higher or lower CPM rates:
| Industry | Multiplier | Example (Base: \$50) |
| ------------- | ---------- | ---------------------- |
| Finance | 1.5x | \$75.00 (50% premium) |
| E-commerce | 1.2x | \$60.00 (20% premium) |
| Sports | 1.0x | \$50.00 (baseline) |
| Entertainment | 0.9x | \$45.00 (10% discount) |
| Non-profit | 0.7x | \$35.00 (30% discount) |
Industry multipliers are applied automatically based on your organization type (coming soon).
***
## Frequently Asked Questions
If your country isn't listed, the system uses **Global** benchmarks as a fallback. These are
averaged across major markets and provide reasonable estimates for most regions.
Currently, only super admins can add benchmarks through the admin API. This ensures data quality
and prevents incorrect values. Contact support if you have verified data to contribute.
Benchmarks are updated quarterly based on new industry reports. Each benchmark shows its data
period (e.g., "Dec 2024 - Dec 2025") so you know how current it is.
Suggestions are market averages. Consider:
* Your **audience quality** (engaged vs. passive followers)
* Your **niche** (specialized audiences command premium rates)
* Your **track record** (proven ROI justifies higher rates)
* **Seasonal factors** (some times of year have higher ad spending)
Feel free to adjust based on your specific situation.
Yes! The system detects if a valuation is older than 6 months and shows a note:
"This valuation is from 2024. Current CPM rates may differ. Consider updating to 2025
benchmarks for accuracy."
***
## Data Sources
Our CPM benchmarks come from verified industry sources:
* **SuperAds.ai**: AI-powered ad analytics across major platforms
* **Lebesgue**: E-commerce and social media marketing benchmarks
* **Industry Reports**: IAB, Statista, eMarketer, and other authoritative sources
* **Platform Data**: Official advertising rate cards (where available)
All sources are attributed in the CPM Benchmarks table. Click source links to view original data.
***
## Related Guides
Learn how currency conversion works across valuations and benchmarks
Step-by-step guide to creating your first valuation
***
## Need Help?
Questions about CPM benchmarks? We're here to help.
See CPM benchmarks in action with a guided walkthrough