Facebook Ads Cost Per Purchase Benchmarks

Introduction

Across all industries and all countries, cost per purchase (CPP) followed a familiar arc: a sharp holiday run-up, a high plateau in early Q1, then a steady cool-down into mid‑year before a late‑year softening. The period opened at $42.70 in November 2024, surged into December, peaked in February 2025, and ultimately closed at $43.29 in October—almost right back where it started. Volatility was moderate, with average month-to-month movement of about $2.5. Standout moments included December’s jump and an unusually soft October. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for all industries across all countries compared to the global benchmark.

Section 1: The story in the data

The year’s narrative is a climb, a crest, and a controlled descent. CPP started at $42.70 in November 2024, leapt to $50.11 in December (+17%), and continued higher into Q1: $52.02 in January and a cycle high of $53.80 in February. From there, costs eased: $52.48 in March, $51.56 in April, $51.20 in May, and a mid‑year trough at $47.18 in July (−12% from February). A brief rebound surfaced in August ($50.27, +6.5% vs. July), followed by a pullback in September ($48.67) and a sharper drop in October ($43.29, −11% vs. September).

Across the 12 months, CPP averaged $49.3 with a midpoint (median of monthly medians) at $50.19. Seven of the 12 months sat above the period average (December through May and August), while five were below (November, June, July, September, October). The full peak‑to‑trough swing—from February’s $53.80 to November’s $42.70—spanned roughly $11.10, about 22% of the overall average. Monthly volatility averaged $2.5, a measured cadence rather than sharp whipsaws.

Section 2: Seasonal and monthly dynamics

Seasonality was visible and orderly. Q4 2024 showed the classic step‑up into December as competition intensified around peak shopping windows. Early Q1 held that elevated level, culminating in February’s high, before giving way to a gradual normalization through spring and early summer. Q3 brought mixed signals—a July floor, a constructive August bounce, and a mild September fade—then a softer‑than‑typical entry into Q4 with October marking the lowest CPP since November. In broad terms, the rhythm aligned with well-known Facebook Ads benchmarks dynamics: higher costs when demand spikes (late Q4, early Q1) and more forgiving levels in mid‑year.

Section 3: Country vs. Global

Because this cut aggregates all industries across all countries, it is, by definition, the global benchmark. The selected view and the baseline move in lockstep throughout the period—no gap, no divergence, identical volatility (~$2.5 average monthly change). The overall arc—+26% from November to February, −12% from February to July, and a net +1% from November to October—holds exactly the same in both series.

Closing

These Facebook Ads benchmarks for cost per purchase, spanning all industries across all countries, show a clear seasonal crest in early Q1, a mid‑year easing, and a softer October close. For teams tracking CPP alongside CPC trends, CPM analysis, and CTR performance, this global view sets a reliable reference point for country-specific ad costs and broader industry ad performance patterns. Understanding cost per purchase benchmarks for all industries across all countries helps advertisers interpret global CPP movement against well-established seasonal forces.