Facebook Ads Cost Per Purchase Benchmarks

Introduction

Across all industries and all countries, Facebook Ads cost-per-purchase (CPP) held a tight range for most of 2025 before a dramatic reset in January 2026. The year traced a gentle descent from the low-$50s to the high-$40s, with brief summer firmness and a pronounced November step-down. Then the metric effectively halved in early 2026, marking the clearest outlier in the series. 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 opened at $53.15 in January 2025 and finished at $47.62 in December—about a 10% decline across the year. The 2025 average sat at $51.65, with the annual high arriving in February at $54.77 and the low in November at $47.32. That creates a roughly $7.45 swing across the year, a compact band of about 16% that suggests steady acquisition costs until the late-year drop.

Month-to-month, volatility averaged $1.59, with only two outsized moves: a +$4.03 lift from July ($49.18) to August ($53.21), then a -$5.48 decline from October ($52.80) to November ($47.32). The mid-year shape was orderly—Q2 and early Q3 eased toward July’s local low before a short-lived August rebound. The notable break came in November, when CPP fell to the year’s floor and only marginally rebounded in December (+$0.31).

January 2026 reset the narrative. CPP printed $25.15—down 47% from December and 53% lower year over year versus January 2025. Relative to the 2025 range ($47–$55), this January 2026 level sits far below the prior band, underscoring an exceptional shift in purchase acquisition costs.

Section 2: Seasonal and monthly dynamics

The pattern through 2025 followed a familiar rhythm: early-year firmness (February peak), gradual cooling into midyear (May–July softness), a brief late-summer rebound (August), and a late-Q4 compression (November low). While Q4 often brings higher competition, CPP here compressed in November and stayed subdued into December. The early-Q1 reset in January 2026 aligns with seasonal recalibration, though the magnitude was unusually sharp.

Section 3: Country vs. Global

Because this view represents all countries and all industries, it moves in lockstep with the global benchmark at every point—no gap, no divergence. The global curve eased from its February 2025 high to the November low by roughly 14%, and the selected view mirrors that path exactly. Volatility metrics are identical as well: about $1.59 average monthly movement in 2025, with the same August spike and November drop. The widest dislocation in the series appears at the turn of the year, with January 2026 diverging dramatically from the prior 12-month range.

Closing

Understanding Facebook Ads cost-per-purchase benchmarks for all industries across all countries helps teams evaluate acquisition costs against global patterns. While CPC trends, CPM analysis, and CTR performance all contribute to conversion economics, this CPP readout shows a steady 2025 bracketed by a sharp January 2026 reset—useful context for assessing country-specific ad costs and industry ad performance relative to worldwide Facebook Ads benchmarks.