Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods

Introduction

Consumer Goods purchase costs ran consistently above the global benchmark for most of 2025, then compressed sharply into Q4 before stabilizing at the start of 2026. The year opened expensive and choppy, eased through midyear, and ended with the lowest Cost Per Purchase (CPP) of the period — a clear downtrend from January’s peak to December’s trough. Volatility was notably higher than the market overall, with a steeper Q4 swing and a rare divergence in January 2026 when the global median dropped dramatically while Consumer Goods held steady.

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 across all countries compared to the global benchmark.

The story in the data

• Starting point to endpoint: CPP for Consumer Goods across all countries fell from $61.36 in January 2025 to $43.89 in December, a 29% decline. January 2026 ticked up slightly to $44.48.
• Highs and lows: The yearly high was January 2025 ($61.36); the low was December ($43.89). October ($57.06) marked the last elevated month before a steep Q4 slide.
• Average levels: In 2025, CPP averaged $53.7 for Consumer Goods versus a $51.7 global average — about 4% higher than the all-industry baseline.
• Key movements: After a strong Q1 (avg $59.6), costs moderated through midyear, then dropped hard in November (−$10.91 month over month), settling at the annual low in December.

Volatility stood out. Average monthly absolute movement for Consumer Goods was $3.39 versus $1.59 for the global benchmark, indicating sharper month-to-month swings. The tightest alignment occurred in late summer: August ($53.28) and September ($53.48) matched the market almost exactly. The widest divergence within 2025 came in January (+15% above market), while November (−3%) and December (−8%) flipped below the global level.

Seasonal and monthly dynamics

The rhythm of the year looked classic early, with elevated costs in Q1 and a measured cooldown in Q2. Q3 held steady near $52–53, hovering close to global levels. The biggest break in the pattern landed in Q4: October remained firm at $57.06, then November and December saw a swift compression to the year’s low. January 2026 showed a modest rebound to $44.48 for Consumer Goods, even as the broader market receded unusually fast.

Country vs. Global

Relative to Facebook Ads benchmarks across all industries, Consumer Goods across all countries stayed above market for most of 2025:

• Averages: $53.7 (Consumer Goods) vs. $51.7 (global).
• Quarterly shape: Q1 ran ~11% above global; Q2 hovered ~3% higher; Q3 narrowed to ~1–2% higher; Q4 slipped slightly below global (−0.4% on average).
• Gap dynamics: The narrowest gap appeared in August–September (near parity). The widest positive gap was in January (+15%); the widest negative gap came in December (−8%).
• Early 2026 divergence: January 2026 landed at $44.48 for Consumer Goods while the global benchmark fell to $25.15, putting Consumer Goods roughly 77% above the market — a sharp spread driven by an atypical market-level drop.

Closing

Overall, Facebook Ads benchmarks show Consumer Goods Cost Per Purchase across all countries running higher than the global market through most of 2025, with greater volatility and a pronounced Q4 reset before a steadier start to 2026. Understanding Cost Per Purchase trends for the Consumer Goods industry across all countries helps marketers read country-specific ad costs and compare performance to global Facebook Ads patterns.