Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks in Australia

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase in Australia

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • The selected data averages $40.29 cost per purchase, about 16% below the global baseline average of $47.73.
  • Volatility is high in the selected data: average month-to-month movement is $13.75 vs. just $2.99 globally.
  • Seasonal patterns diverge from the global trend: the baseline rises in Q4 and early Q1, while Australia dips in December and peaks in April and August.
  • From September 2024 to September 2025, the selected data falls 20.8% (from $50.38 to $39.90), compared to a 30.7% drop in the baseline.

This analysis looks at cost per purchase trends for industry All industries available and target country Australia compared to the global trend.

Selected trend overview

  • Average: $40.29 across the period.
  • High/low: Peak at $63.60 (August 2025); low at $27.56 (February 2025); range of $36.04.
  • Start-to-end change: -20.8% (September 2024: $50.38 → September 2025: $39.90).
  • Notable movements:
  • Sharp dip into year-end: November → December 2024 fell 34.3% ($45.94 → $30.19).
  • Q1 softness: January → February 2025 dropped 19.7% ($34.30 → $27.56) and stayed low in March.
  • Spring spike: March → April 2025 surged 116% ($27.59 → $59.53), then normalized in May.
  • Late-summer peak: July → August 2025 rose 47.7% ($43.05 → $63.60) before falling 37.3% in September.

Overall volatility is elevated, with an average absolute month-to-month change of $13.75.

Comparison with the global baseline

  • Level comparison:
  • Selected average: $40.29 vs. baseline $47.73 (≈16% below).
  • The selected series was below the baseline in 8 of 13 months, and above in 5 months (notably April, August, and September 2025).
  • Highs and lows:
  • Baseline high: $53.89 (February 2025); low: $32.29 (September 2025); range: $21.60.
  • Selected high exceeds the baseline high ($63.60 vs. $53.89), but the selected low is also lower ($27.56 vs. $32.29).
  • Volatility:
  • Selected average MoM movement: $13.75.
  • Baseline average MoM movement: $2.99.
  • The selected trend is roughly 4.6x more volatile than the global series.
  • Relative gaps (examples):
  • December 2024: selected was 41% below baseline.
  • February–March 2025: 49% and 48% below, respectively.
  • August 2025: 39% above baseline.
  • Trend slope:
  • Selected fell 20.8% over the year; baseline fell 30.7%, indicating the selected series held up better into late 2025.

Seasonality and pattern signals

  • Global baseline: costs generally elevate in Q4 and early Q1, consistent with holiday and new-year demand.
  • Selected series (Australia): diverges with a December dip and notable peaks in April and August, suggesting differing seasonal dynamics vs. the global pattern.

Understanding cost per purchase benchmarks on Facebook Ads in industry All industries available and Australia helps advertisers make more efficient budget and creative choices.

Understanding the Data

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 Australia, advertisers typically see good engagement rates despite moderate costs. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

Australia Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 27Australia Day (observed)
Apr 18‑21Easter weekend
Apr 25Anzac Day
Jun 9King's Birthday
Oct 6Labour Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late December (Christmas and Boxing Day), Early December (Cyber Monday), January (Back-to-school), May (Mother's Day)

Potential Advertising Impact

Ad costs could spike around major holidays, especially Easter, Anzac Day, and Christmas. Increased budgets and earlier scheduling may be necessary. Retailers should consider planning promotions around back-to-school and Mother's Day to maximize campaign effectiveness.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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