Disclaimer: I have a program about Making money from Instant Articles at Instant Article SUCCESS
Your eCPM figures on Facebook Instant Articles will vary greatly from country to country and the quality of your traffic.
Think about country specific eCPM as being divided up into three tiers: Tier 1 Countries, Tier 2 countries and Tier 3 countries. When we look at this we are looking at English speaking countries as that is where the ad spend will be highest.
Countries like China and Japan will also have high eCPMs in their own country, but China is not on Facebook so can be discounted here.
I have also made this list with the assumption that you are looking to target English speaking users on Facebook. So the results might be different if you are looking to target Spanish speaking users for example.
Tier 1 Countries
Tier 1 countries are:
- United States
- United Kingdom
These are considered Tier 1 countries as theses are the countries that spend the most on advertising. Countries that spend a lot on advertising will command higher eCPMS for Facebook Instant Articles.
Tier 2 Countries
Tier 2 countries are, and not exclusive:
- New Zealand
- South Africa
+ a few others
Again these are considered Tier 2 countries due to the digital ad spend. When advertising to these countries specifically we are talking about targeting English speaking Facebook users in these countries.
Tier 3 Countries
- Trinidad and Tobago
- South Africa
- Sierra Leone
These are considered Tier 3 countries due to their ad spend and digital spend in general. The less ad spend on Facebook for a particular country the less the value of a click will be from that particular country, which will mean lower eCPM.
Real Examples of eCPM on Instant Articles
To give you an idea of eCPM here is a snapshot of my account from 3rd September – 10th December 2017: