Facebook Ads Cost Per Purchase Benchmarks in Brazil

Introduction

Brazil’s cost per purchase (CPP) tells a year-long story of extremes: a sharp surge early in the year, mid-year cooling, a brief rebound, and then an extraordinary slide to near-zero in December. Compared to the global benchmark, Brazil oscillated between well above market and well below, with deeper swings and a much wider spread than typical Facebook Ads benchmarks. The standout moments: a peak at 84 in February and an anomalously low 0.21 in December, which pulled the annual average down.

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 Brazil compared to the global benchmark.

The story in the data

Brazil started 2025 with a CPP of 30.43 in January and climbed rapidly to its annual high of 84.07 in February. The elevated run held through spring—71.77 in March and 74.15 in April—before moderating to the low 60s in May and mid‑60s in June. A mid-year reset followed: July fell to 30.87 (−54% vs June) and August dipped further to 19.11. Momentum returned in September (61.49) and October (65.09), only to break sharply in November (16.38) and then plunge in December to 0.21.

Across the year, Brazil’s CPP averaged 48.55. Excluding December’s outlier, the January–November average lands at 52.95. The range was exceptionally wide—0.21 at the low, 84.07 at the high. Month-over-month volatility averaged about 22 points, reflecting large swings such as +54 points from January to February, −36 points in July, +42 points in September, and −49 points in November.

Globally, the pattern was steadier: an annual average of 51.40, a gentle glide from 53.25 in January to 45.08 in December (−15% over the year), and minimal volatility at roughly 1.8 points month to month.

Seasonal and monthly dynamics

The year split cleanly into phases for Brazil:

• Q1 was strong, averaging 62 as CPP rose sharply into February and stayed elevated in March.
• Q2 held that higher plateau (average 67.7), the most expensive quarter for purchases.
• Q3 softened (average 37.2), with July–August marking the year’s mid-cycle trough before a September–October rebound.
• Q4 turned decisively lower (average 27.2), punctuated by November’s drop and December’s record low.

Global seasonality was more muted: Q1 averaged 53.7, Q2 51.9, Q3 51.8, and Q4 48.3—consistent with a gradual year-end softening often seen as competition shifts and budgets evolve.

Brazil vs. Global

Brazil spent seven months above the global CPP (February–June, September, October) and five months below (January, July, August, November, December). The gaps were sizable in both directions:

• Above market: +53% in February, +42% in April, +32% in June, +24% in October.
• Below market: −43% in January, −64% in August, −65% in November, and −99% in December.

At its narrowest, the gap was September, where Brazil sat 16% above the global benchmark. At its widest, December’s CPP was 99% below global. Brazil’s volatility (≈22 points monthly) was roughly 12x the global benchmark, underscoring a choppier, more dramatic year. Overall, Brazil averaged 48.6 for 2025 versus 51.4 globally (−6%), with the December anomaly materially weighing down the annual mean.

Understanding Facebook Ads cost-per-purchase benchmarks for all industries in Brazil—alongside CPC trends, CPM analysis, and CTR performance—helps frame country-specific ad costs against global patterns and spot how Brazil’s CPP diverged from the steadier worldwide trend.