Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods

Introduction

Cost Per Purchase for Consumer Goods across all countries ran consistently above the global benchmark over the past 13 months, with a pronounced peak in January and a sharp promotional dip in November. The category’s costs moved in a tight low‑50s band for most of the year, then fell abruptly at the start of peak sale season, creating a wider annual range than the all‑industry baseline. 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 Consumer Goods in all countries compared to the global benchmark.

The story in the data

Consumer Goods Cost Per Purchase (CPP) started at $50.76 in November 2024 and ended at $31.86 in November 2025, a 37% decline year over year. The year’s high came in January at $59.81, while the low arrived in November at $31.86. Across the period, the category averaged $51.63, compared with a $48.06 global average.

Momentum moved in clear phases:

• A two‑month surge into the new year: +9% in December (to $55.23) and +8% in January (to $59.81).
• A two‑step correction into spring: −9% in February (to $54.59) and a further −9% by April ($51.54), with a brief rebound in March ($56.76).
• A sideways summer in the low‑50s, dipping to a local low in July ($49.97) before modest lifts in August–October ($52.94).
• A steep November reset: −40% from October to $31.86.

Volatility averaged an absolute $4.24 move month to month, sharper than the global benchmark’s $3.45. The full‑period range for Consumer Goods spanned $27.94 (from $59.81 to $31.86), wider than the global range of $23.21.

Seasonal and monthly dynamics

Seasonality shows familiar contours for Facebook Ads benchmarks: elevated CPP into late Q4 and early Q1, stabilization through spring and summer, then pronounced November efficiency as major promotions compress acquisition costs. Q1 (Jan–Mar) was the costliest stretch for Consumer Goods at an average $57.05, while Q3 (Jul–Sep) settled at $51.13. The sharpest monthly drop occurred in November (−40% vs. October), consistent with holiday sale dynamics; the global benchmark showed a similar, though slightly softer, November decline (−33%).

Country vs. Global

Consumer Goods CPP across all countries stayed above market every month. On average, the category ran 7–8% higher than the global all‑industry benchmark ($51.63 vs. $48.06). The narrowest gap appeared in April (+0.3% above global), while the widest gaps showed in November 2024 (+19%) and October 2025 (+16%). Trajectory differences were also notable: from January to October, Consumer Goods eased −11%, while the global trend fell −13% over the same span. The November year‑over‑year decline was steeper in Consumer Goods (−37%) than globally (−28%), amplifying the category’s seasonal promotional effect on purchase costs.

Closing

Viewed through a Facebook Ads benchmarks lens, Cost Per Purchase for Consumer Goods across all countries averaged $51.63, peaking in January and bottoming in November, and consistently outpaced the global benchmark. While CPC trends, CPM analysis, and CTR performance set the upstream context, CPP captured the end cost of conversion for this category. Understanding Cost Per Purchase benchmarks for Consumer Goods across all countries helps advertisers assess category‑level acquisition costs against global patterns.