Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Consumer Goods

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B in aggregated spend, Consumer Goods cost-per-purchase (CPP) across all countries ran above market most of the period: the selected average (55.23) was 15.5% higher than the global baseline (47.82), with 11 of 12 months above baseline.
  • Seasonality is evident: CPP peaked in December 2024 (65.21), consistent with Q4 holiday pressure. Both series dropped sharply in September 2025, more dramatically in the selected data.
  • Volatility was moderate for most of the year, but a September 2025 dip drove outsized swings. Average absolute month-to-month change was 10.6% (5.3% excluding September) versus 7.0% for the baseline.
  • Over the full window, CPP in the selected data fell 69.3% from October 2024 to September 2025, versus a 30.8% decline for the baseline.

This analysis looks at cost-per-purchase trends for industry Consumer Goods and target country all countries available compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Selected Consumer Goods CPP overview (all countries)

  • Average: 55.23 across Oct 2024–Sep 2025.
  • High/low: High in December 2024 at 65.21; low in September 2025 at 18.87. Range: 46.34.
  • Trend: Down 69.3% from October 2024 (61.47) to September 2025 (18.87).
  • Volatility:
  • Average absolute month-to-month change: 10.6%.
  • Excluding the September drop, volatility was steadier at 5.3%.
  • Notable moves:
  • December spike to annual high (+10.6% vs November).
  • April decline (-10.9% vs March) followed by a modest May uptick (+0.95%) and June rebound (+7.7%).
  • Sharp September dip (-63.8% vs August).
  • Seasonality: Q4 ran elevated, with a Q4 average of 61.89—about 12% higher than the full-period average.

Comparison to the global baseline

  • Baseline average: 47.82; high in February 2025 (53.89) and low in September 2025 (32.29). Range: 21.60.
  • Relative level: The selected Consumer Goods CPP was above market in 11 of 12 months, by 3%–37% most months; only September came in below baseline (−41.6%).
  • Trajectory: Baseline declined 30.8% from October to September, while the selected data dropped more sharply (−69.3%) due to the September outlier.
  • Volatility: Baseline average absolute month-to-month change was 7.0%, with notable moves in December (+19.3% vs November) and a sizable September pullback (−29.4%).

What marketers can read from the pattern

  • Seasonal lift aligns to December in the selected Consumer Goods series, with elevated CPP around the holidays and steadier levels in early to mid-year.
  • Against the global benchmark, Consumer Goods ran consistently above average for most months, indicating an “above market” CPP profile until the pronounced September correction.

Understanding cost-per-purchase benchmarks on Facebook Ads in Consumer Goods and all countries available helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Consumer Goods industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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