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November 2024 - November 2025
Detailed observation of presented data
Brazil’s cost per purchase (CPP) for all industries moved in dramatic waves against a steadier global backdrop. Across the 13-month window, Brazil averaged 51 per purchase versus a 48 global average—slightly higher overall, but achieved through far sharper swings. A February spike and an early Q3 trough bookended one of the choppier CPP profiles in the dataset, with a late-year plunge in November standing out as the lowest point. 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.
Brazil began at 40.29 in November 2024 and ended at 11.00 in November 2025, a 73% decline over the period. The high came in February 2025 at 84.07, with other elevated readings in March (71.77), April (73.21), and October (71.01). The low points clustered in August (19.11) and November 2025 (11.00). Month-to-month moves were pronounced: December to February surged +178%, August to September rebounded +293%, and October to November fell −85%. Volatility averaged 21.8 points per month, far above the global benchmark’s 3.45.
The global CPP told a calmer story. It averaged 48 over the same period, ranging from a high of 53.81 in February 2025 to a low of 30.61 in November 2025, and fell 28% from November 2024 to November 2025. The global range (about 23 points) was roughly one-third of Brazil’s spread (about 73 points).
Late 2024 in Brazil trended down, easing from 40.29 in November to 30.23 in December. Early 2025 flipped the script: CPP lifted sharply in February (84.07) and stayed elevated through April and June, creating a high-cost plateau across much of Q1–Q2. Q3 broke that pattern with a deep July–August trough (30.87 to 19.11) before snapping back in September (75.17). Q4 2025 was split: October remained high (71.01) before a steep compression in November (11.00). Globally, the rhythm was more measured—modest firmness through Q1, gradual softening through midyear, and a controlled slide into November.
Brazil’s CPP toggled between above-market and below-average regimes. It underperformed in late 2024 and early January 2025 (−6% to −42% versus global), then ran above market from February through June (+22% to +56%). July and August fell well below (−34% and −62%), followed by another above-market stretch in September and October (+52% and +56%). The gap was widest on the downside in November 2025 (−64% vs. global) and widest on the upside in February and October (+56%). Across the period, Brazil’s average CPP was about 7% higher than the global average, but with roughly six times the month-to-month volatility.
These Facebook Ads benchmarks show a Brazil CPP profile for all industries that is higher on average but significantly more volatile than the global trend—marked by February and early fall spikes and sharp late-year compression. Understanding cost per purchase trends and country-specific ad costs in Brazil helps benchmark industry ad performance and compare CPP dynamics to global patterns.
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.
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.
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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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.
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December (Christmas), Late November (Black Friday), Children's Day (Oct 12)
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.
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.
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.
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.
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.
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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