Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks in Brazil

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

Cost Per Purchase in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry All industries available and target country Brazil compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • Brazil’s average cost-per-purchase over the period was 40.96, about 16.8% below the global baseline (49.24), signaling below‑market costs overall.
  • Volatility in Brazil was high, with an average month‑to‑month absolute change of 37.1% versus 4.7% in the baseline. Peaks appeared in February and April, and a sharp drop occurred by August.
  • Typical seasonal patterns show costs often rising into Q4 globally; however, in Brazil the biggest peak was in February, not December.

Overview of the Brazil time series (selected data)

  • Average: 40.96 across Oct 2024–Aug 2025.
  • High/low: High at 68.86 in Feb 2025; low at 6.93 in Aug 2025 (an 89.9% drop from the peak).
  • First-to-last change: Down 75.6% from Oct 2024 (28.37) to Aug 2025 (6.93).
  • Volatility: Average month‑to‑month absolute change of 37.1%. Notable moves:
  • Jan to Feb: +152.0% (27.33 to 68.86), the sharpest spike.
  • Mar to Apr: +21.5% (55.00 to 66.80), a secondary surge.
  • May to Jun: −43.2% (60.93 to 34.61).
  • Jul to Aug: −75.1% (27.82 to 6.93), the steepest decline.
  • Q4 snapshot (Oct–Dec 2024): Average 30.75, with a modest rise into November and a slight dip in December.

Comparison with the global baseline

  • Averages: Brazil at 40.96 vs. global 49.24 (Brazil 16.8% below market).
  • Highs/lows: Brazil’s peak (68.86 in Feb) exceeded the global peak (53.89 in Feb), indicating higher upside spikes even though the typical level is lower. Brazil’s trough (6.93 in Aug) was far below the global low (43.19 in Nov).
  • Trend from first to last month: Brazil −75.6% vs. global −2.1% (Oct to Aug), highlighting a much steeper decline in Brazil.
  • Volatility: Brazil markedly more volatile (37.1% avg MoM absolute change) than the baseline (4.7%), with a wider range (61.93 vs. 10.69).
  • Seasonal context: The baseline shows elevated costs from December through February, consistent with common Q4–Q1 pressures. Brazil diverged by peaking in February and April rather than December, then trending sharply downward into August.

Notable month-by-month highlights

  • Q4 2024: Brazil tracked below the global average (30.75 vs. 47.13) and remained relatively steady.
  • Early 2025: A pronounced spike in February (68.86), easing in March (55.00) and rebounding in April (66.80).
  • Late 2025 (through August): Progressive declines from May onward, culminating in the annual low in August (6.93).

Understanding cost-per-purchase benchmarks on Facebook Ads in industry All industries available and Brazil 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 Brazil, 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.

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

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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