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November 2024 - November 2025
Detailed observation of presented data
Argentina’s cost per purchase (CPP) told a dramatic story across late 2024 and 2025: a late‑year plateau, a deep Q1 trough, a single‑month price shock in April, and a quick return to low teens and single digits by early fall. On paper, the average CPP in Argentina (47.3) sat close to the global benchmark (about 50.0 across overlapping months). In practice, the median month in Argentina was just 15.6, highlighting a market that typically ran far cheaper than the world—punctuated by one outsized spike.
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 in Argentina compared to the global benchmark.
Argentina opened at 45.7 in November 2024, slipped to 41.3 in December, and then fell sharply to 6.3 in January 2025. Costs nudged up through February (8.2) and March (11.2), before a one‑month surge to 224.2 in April—the period high by a wide margin. The market reset in May (15.6), climbed to 65.7 in July, and ended the observed period at 7.4 in September.
Across the nine observed months, Argentina’s CPP averaged 47.3, though the April spike made that figure unusually high; excluding April, the mean was closer to 25.2 and the median was 15.6. The series’ low came in January (6.3), bookended by another single‑digit month in September (7.4). Month‑to‑month volatility averaged 71.8 points; removing the April run‑up and unwind, volatility was a more representative 25.5 points—still far choppier than the global baseline.
Globally, CPP ranged from a high near 53.8 (February 2025) to a low of 30.6 (November 2025), averaging 48.1 across the full period and ~50.0 for the months overlapping Argentina’s data. Month‑to‑month changes were modest, averaging 3.4 points.
Argentina’s Q1 2025 was unusually soft, with CPP holding in single digits to low teens from January through March. April broke that rhythm with a singular spike to 224.2, followed by a May normalization. Mid‑year brought a brief lift in July (65.7) before costs cooled again by September.
The global cadence was steadier: elevated through Q1, mild easing into mid‑year, a late‑summer uptick in August, and a notable pullback in October–November 2025. In other words, the world showed familiar seasonality, while Argentina moved to a different tempo with one extreme outlier.
Relative to the benchmark, Argentina alternated between “discount market” and brief “premium” episodes:
From first to last observed month, Argentina declined 84%, while the global benchmark (matching the same Nov–Sep window) rose 16%. The gap narrowed at the start, widened dramatically in Q1, inverted in April, and reverted to deep discounts by September.
These Facebook Ads benchmarks highlight cost per purchase dynamics for all industries in Argentina: low typical CPP with one outsized April anomaly, sharper volatility than the global baseline, and a recurring discount to country‑agnostic averages. Understanding cost per purchase trends—alongside CPC trends, CPM analysis, and CTR performance—helps frame country‑specific ad costs and industry ad performance in Argentina against global patterns.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Argentina, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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December (Christmas period)
CPM might rise significantly during Carnival, Independence Day, and Christmas season. Retail and entertainment campaigns could require increased budgets.
It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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