Facebook Ads Cost Per Purchase Benchmarks in Brazil

Introduction — the main story

Brazil’s cost-per-purchase (COST_PER_PURCHASE) moved from very high levels into a dramatically lower and highly unstable range over the 13-month window, finishing well below the global benchmark. 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.

In plain terms: Brazil started the period with an elevated cost-per-purchase (~77.8) and ended much lower (~24.0), but the path was jagged — several large spikes and collapses produced extreme month-to-month swings. The global baseline tracked a steadier decline from roughly 49 to 25 over the same period.

The story in the data

Starting point (Brazil): June 2025 = 77.84. Ending point: June 2026 = 23.98, a decline of about −69% from start to finish. Brazil’s 13‑month median cost-per-purchase averaged roughly 26.1, with a high of 77.84 (June 2025) and a low of 0.37 (February 2026). By contrast, the global baseline averaged about 48.2, peaking near 55.54 (March 2026) and bottoming at 25.50 (June 2026).

Key monthly movements: Brazil fell sharply between June and July 2025 (−61%), eased further into August (−32%), then rebounded hard in September and October to the low 70s. A pronounced collapse followed in November and December (into single digits), with an ultra‑low trough in February 2026 (≈$0.37), then a volatile rebound into spring and a mid‑year uptick to $23.98 in June 2026. The dataset shows several multi‑month surges (e.g., Aug→Sep, Dec→Jan→Feb reversals) and an extreme April→May move where a very small April base produced a +~2,200% month-over-month change.

Volatility: Brazil’s month-to-month moves were far larger than the baseline. Average absolute monthly percent change for Brazil was dominated by double- and triple‑digit swings (roughly +/−266% on average), versus the global baseline’s much smaller average monthly absolute change (~8.7%). That contrast highlights Brazil as a more volatile market for cost-per-purchase in this period.

Seasonal and monthly dynamics

Rhythm over the year shows a pattern of peak costs in mid-year and early fall (June → Oct spikes), followed by a steep softening into late Q4 and an unusually low Q1 (Dec → Feb). Brazil’s Q4 movement was not uniformly strong — after a September–October peak it stepped down sharply into November and December. The global baseline showed a more muted seasonal swing, with its largest single drop occurring into June 2026.

Several months stand out: September–October 2025 (highs near the mid‑70s), February–March 2026 (very low levels and rapid percentage swings), and April→May 2026 (an outsized rebound from a micro base).

Country vs. Global

Relative to the global benchmark, Brazil ran materially below average on a mean basis (Brazil average ≈$26.1 vs global ≈$48.2 — about 46% lower). Both series declined from their mid‑2025 starting points, but Brazil’s fall was steeper (−69% vs global −48% over the period). Brazil’s pattern was also far more volatile — single‑month moves commonly measured in tens to hundreds of percent, versus the global baseline’s single‑digit to low‑double‑digit shifts.

Understanding cost-per-purchase benchmarks for All industries in Brazil in the context of Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance, and country-specific ad costs offers a clear signal: Brazil showed deeper troughs and sharper rebounds than the global pattern, making its industry ad performance notably more erratic during this year.