Facebook Ads Cost Per Purchase Benchmarks

Introduction

The global story for Facebook Ads cost per purchase over the past year is a tale of an early-year lift, a mid-year cool-down, and a late-year compression. Median CPP opened at $50.56 in December, climbed to a February high of $54.33, hovered near the $50 mark through early fall, and then fell sharply to $42.67 in November—the lowest point in the series. Volatility was moderate most months, punctuated by a notable August rebound and an unusually steep November drop.

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 worldwide compared to the global benchmark.

The story in the data

Across the 12-month window, median cost per purchase averaged $50.44. The range was wide: a peak of $54.33 in February and a trough of $42.67 in November, a swing of roughly 23% relative to the average. The series began at $50.56 in December and ended at $42.67 in November—down about 16% from the starting point and 21% below the February high.

Month-to-month movement was generally contained, with an average absolute change of about $2.02. Most months shifted by less than $2, though two moves stood out: a +$3.41 climb in August (from $47.77 to $51.18) and a -$6.87 drop in November (from $49.54 to $42.67). Two-thirds of the months tracked at or above the yearly average, yet four months—June ($49.20), July ($47.77), October ($49.54), and November ($42.67)—sat below it. A third of the year clustered tightly around the mean, with December, August, September, and October landing within ±$1 of the $50.44 average.

Seasonal and monthly dynamics

The year opened with firming acquisition costs: January and February rose to the annual peak, a familiar pattern as advertisers reset budgets and demand strengthens. From March through July, CPP eased steadily, bottoming in July before a brief August rebound offered a mid-quarter reset. September and October returned to a stable band around $50. November then broke pattern with a sharp compression to the annual low, contrasting with typical Q4 cost pressures that often push acquisition costs higher.

Country vs. Global

Because this cut reflects all industries across all countries, it mirrors the global benchmark exactly. Levels, momentum, and volatility are identical month by month, with no gap to report. The series therefore serves as the worldwide baseline for Facebook Ads benchmarks: a February high near $54, a long middle stretch around $50, and a pronounced late-year decline to $42.67 in November.

Closing

As a directional reference for performance marketers, this view captures Facebook Ads benchmarks for cost per purchase across all industries worldwide: early-year firmness, mid-year moderation, and a late-year slide, averaging $50.44 with a broad $11.66 peak-to-trough range. Understanding CPP trends alongside broader CPC trends, CPM analysis, and CTR performance provides context for country-specific ad costs and global industry ad performance patterns.