Facebook Ads Cost Per Purchase Benchmarks in Brazil

Introduction

Across all industries in Brazil, Facebook Ads cost per purchase (CPP) traced a stop-and-start year: softer in late 2024, a sharp lift through early Q2 2025, a mid-year trough, and a dramatic rebound as spring turned to fall. On average, Brazil ran above the global benchmark while swinging far more sharply month to month. 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 opened the period at 35.4 in November 2024 and closed at 71.0 in October 2025—an increase of roughly 101%. The year’s low arrived in August at 19.1, while the high came in April at 76.5. The full-year average CPP for Brazil was 53.5, versus 49.3 globally.

The path between those endpoints was notably choppy. After three comparatively lean months (29.6–35.4 from December–January), CPP surged 140% from January to February (30.4 to 73.0), then pushed higher into April’s peak (76.5). Costs eased but remained elevated in May–June (62.2–66.8). Mid-year volatility then intensified: a 54% drop from June to July (66.8 to 30.9), a deeper trough in August (19.1), and a near tripling month over month into September (+293%, 19.1 to 75.2) before settling slightly lower in October (71.0).

Volatility tells the same story. Brazil’s average absolute month-to-month move was 16.5 points, roughly six times the global swing of 2.6 points. The global series ran far steadier, ranging from 42.6 in November to a peak of 53.8 in February and easing to 43.3 by October.

Seasonal and monthly dynamics

Seasonally, Brazil displayed a pronounced late Q1/early Q2 spike: February–April formed a high plateau, consistent with a period of elevated demand and tighter auction dynamics. May–June held above the annual average, then July–August marked the year’s soft spot with CPP hitting its trough in August. The rebound was swift in early fall, with September–October nearly matching the earlier spring highs.

Globally, CPP crested in February and softened gradually into October—an arc that aligns with post-holiday normalization and steadier competition. Compared to this baseline rhythm, Brazil’s pattern shared the early-year lift but magnified every phase: softer lows in Q4 and midsummer, and higher highs in spring and early fall.

Brazil vs. Global

On average, Brazil’s CPP ran about 8% above the global benchmark (53.5 vs. 49.3). The gap, however, shifted dramatically over the year. Brazil trailed the market in November–January and again in July–August, with the widest underperformance in August (62% below global). It moved above market from February through June and again in September–October, peaking at a 64% premium in October. The tightest spread was in November, when Brazil sat 17% below the global median.

Where the global line advanced modestly from November to October (+1.7%) within a narrow 11.2-point range, Brazil covered a 57.4-point range and doubled its starting level by period end. In short, the country-specific ad costs in Brazil were higher on average and substantially more volatile than the global Facebook Ads benchmarks.

Closing

Understanding Facebook Ads cost-per-purchase benchmarks for all industries in Brazil—how CPP surged in late Q1, dipped mid-year, and rebounded into the fall—helps teams gauge country-specific ad costs and compare industry ad performance to global patterns. This CPP analysis provides a clear baseline for Brazil relative to worldwide Facebook Ads benchmarks.