Facebook Ads Cost Per Purchase Benchmarks in Brazil

Introduction

The headline: Brazil’s cost-per-purchase was far more volatile and, on average, lower than the global benchmark across this 13‑month window — punctuated by two very large spikes in late 2025 and a dramatic trough in early 2026. 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

Starting in July 2025, Brazil’s median cost per purchase was about 30.70 and finished in July 2026 at 12.28 — a decline of roughly 60% from start to finish. Across the full period Brazil averaged ~20.16 per purchase (rounded), while the global baseline averaged ~47.55 — Brazil’s overall level sat about 57–58% below the global median.

Brazil’s highest observed months were September and October 2025 at ~71.94 and ~71.98 respectively, which exceeded the global September/October medians (~53.02 and ~52.31). The lowest point for Brazil was February 2026 at ~0.37, with other very low months in March (~1.13) and April (~0.50). By contrast the global low occurred in July 2026 (~19.69) and its high in March 2026 (~55.98).

Volatility in Brazil was pronounced. Monthly absolute swings averaged about 12.1 points for Brazil versus about 4.8 points for the global baseline — more than double the baseline monthly movement. Large month-to-month jumps included the late‑summer surge into September (a +51 point jump from August) and the crash from October into November (a −52.9 point move).

Seasonal and monthly dynamics

The series shows a rhythm of two regimes: a pronounced late‑Q3/Q4 spike (Sep–Oct 2025) and a prolonged trough through late winter/early spring 2026 (Dec 2025–Apr 2026). December 2025 fell to ~5.71, then continued down into January (~3.46) and February (~0.37), before modest recovery into mid‑2026. The global pattern is steadier, with a notable march upward into March 2026 (the global peak) and a gradual softening into mid‑2026, suggesting different seasonal pressure points in Brazil versus the global market.

Country vs. Global

Relative comparison highlights contrasts in both level and stability. At its peak gap, Brazil’s cost per purchase in Sep/Oct 2025 ran roughly 36% higher than the global contemporaneous median. For much of the rest of the year Brazil tracked well below global levels — often 40–70% lower month‑to‑month. Both Brazil and the global benchmark saw roughly a 60% decline from July 2025 to July 2026 in median values, but Brazil’s path was far choppier: average monthly swings of ~12.1 versus ~4.8 points globally, and extreme month-to-month moves (±50+ points) that the global series did not exhibit.

Closing

Understanding Facebook Ads cost‑per‑purchase benchmarks for All industries in Brazil provides a clear view of unusually high late‑2025 peaks, a deep early‑2026 trough, and materially higher volatility than the global market — useful context for anyone reviewing CPC trends, CPM analysis, CTR performance, and country‑specific ad costs in Brazil.