Digital advertising is more competitive—and costly—than ever. At Frenik we help brands cut through the noise and drive measurable ROI. To help you stay informed and agile, we’ve analyzed year-over-year CPM trends across major platforms—Meta, Google, and TikTok—from 2020 to 2024. What we found highlights the importance of smart strategy and adaptive campaign management.

Platform-by-Platform Breakdown:

2020–2021: The Surge Begins

  • Meta (Facebook/Instagram): +22.8%
  • Google: +39.3%
  • TikTok: +256% 

With physical stores shuttered during the height of the pandemic, brands rapidly shifted budgets online, leading to a massive spike in demand—and costs—for digital ad inventory. TikTok, still emerging at the time, saw explosive growth as advertisers sought new ways to engage a homebound audience.

2021–2022: The Unexpected Dip

  • Meta: -12.8%
  • Google: -19.8%
  • TikTok: -57.1%

Privacy updates, particularly Apple’s iOS 14, reshaped ad tracking and performance, leading to reduced spend and a dip in CPMs. For TikTok, this was also a natural correction after the previous year’s boom.

2022–2023: Recovery Fueled by Strategic Shifts

  • Meta: +7.1%
  • Google: +11.7%
  • TikTok: +52.7%

As brands adapted to new measurement tools, spending rebounded. Another factor that contributed to this increase? Many advertisers shifted budgets away from Twitter following Elon Musk’s acquisition, reallocating spend to Meta and TikTok, fueling their CPM growth.

2023–2024: Growth Continues

  • Meta: +7.1%
  • Google: +11.7%
  • TikTok: +52.7%

With continued competition for attention and ad space, platforms saw another year of steady CPM increases, especially TikTok, which remains a key player in many media plans.

What This Means for Your Business
Ad costs aren’t just numbers—they directly impact your ROI. A 7% increase in Meta’s CPM or a 50%+ spike on TikTok can shift your marketing efficiency. But with the right approach, you can still win.

At Frenik, we help clients:

  • Optimize spend across channels
  • Adapt creative for platform-specific performance
  • Stay ahead with real-time analytics and reporting

Let’s Future-Proof Your Marketing
As costs climb, efficiency is the name of the game. Partner with Frenik to maximize your media budget and grow with confidence in 2024 and beyond.

Ready to make smarter ad buys? Contact us today.