July 2026 EMV Portfolio Analysis: Platform Benchmarks and Trends

This report analyzes Earned Media Value (EMV) performance across first-party portfolio campaigns for July 2026 compared to June 2026. The data reflects active optimizations for concrete business objectives rather than standard agency reporting averages. Please note that fields marked as "projected" represent temporary estimates that will be replaced by measured telemetry as the data pipeline matures.

Facebook Facebook feed carousel placements demonstrated improved cost efficiency, with CPM ratios dropping from 2.37 in June to 1.42 in July. However, this was accompanied by a sharp decline in measured reaction value (falling from 0.399 to 0.122) and view value (dropping from 0.010 to 0.005). Metrics for both Reels and Stories remained completely static month-over-month (MoM) and currently rely entirely on projected estimates for all core engagement types.

Instagram Instagram experienced notable CPM inflation and declining engagement value ratios across measured formats. Feed carousel CPM increased from 1.52 to 1.92 MoM, while measured reaction values dropped from 0.280 to 0.224, and view values fell steeply from 0.030 to 0.005. Reels experienced a significant CPM increase, shifting from 0.43 in June to 1.24 in July, though view values saw a minor increase (0.0048 to 0.0050). Reels reaction values shifted from measured to projected status this period. Stories performance remained static and heavily projected.

TikTok TikTok performance baselines remained entirely unchanged MoM for both in-feed image and in-feed video placements. All engagement value metrics across TikTok formats currently utilize projected estimates.

YouTube YouTube Shorts experienced a shift in data availability; CPM metrics transitioned from a measured 0.94 in June to temporarily unavailable (null) in July. Shorts view values decreased slightly from 0.0058 to 0.0053, and all associated engagement metrics reverted to projected status. Long-form video metrics remained static and fully projected MoM.

As no public consensus benchmarks were provided for this period, these first-party ratios serve as the standalone baseline for ongoing portfolio optimizations.