Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods

Introduction

The headline for Consumer Goods is a tale of two halves: a premium to the market early in the year, a steady mid-year plateau, and then a sharp Q4 descent. Across all countries, median Facebook Ads cost per purchase (CPP) for Consumer Goods averaged $53.40 in 2025, sitting about 4% above the global all-industry benchmark at $51.40. The category opened expensive in January ($61.07), cooled into a stable band through summer, briefly lifted in October ($56.92), and then fell hard into November–December, finishing the year at a low of $43.44. Volatility was materially higher than the market, with swings nearly double those in the global benchmark.

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

Consumer Goods CPP began at $61.07 in January and ended at $43.44 in December, a 29% decline. The annual high arrived in January, with another elevated print in March ($60.30). The annual low was December, creating a $17.63 peak-to-trough range. The yearly average landed at $53.40.

Month-to-month, the category moved with a bigger stride than the market: average absolute change was $3.40 per month versus $1.77 globally. Notable inflections included a steep March-to-April reset (−$6.65), a quiet late-spring drift (May and June were essentially flat near $53), an October pop (+$3.65 from September), and the sharpest move of the year in November (−$10.91 from October, −19%). Q1 averaged $59.35, Q2 eased to $53.26, Q3 edged lower to $52.19, and Q4 dropped to $48.79.

Seasonal and monthly dynamics

The curve shows early-year elevation, a calm mid-year plateau, and a decisive Q4 retreat. January and March were the rich months; April through September held a narrow range clustered around $52–$53, with July the softest month of the plateau ($50.67). October briefly broke the range before CPP compressed rapidly into November and December. In context of typical fourth-quarter competition, the pattern reflects a short-lived Q4 lift followed by pronounced end-of-year efficiency, with December marking the year’s most affordable conversion cost.

Country vs. Global

Compared to the global all-industry benchmark, Consumer Goods ran “above market” most of the year: 9 of 12 months were higher, 1 was effectively at parity (September), and 2 were lower (November and December). The category’s average premium was roughly $2.00 per purchase (+3.9%). The widest gaps appeared in January (+$7.82, +15%) and March (+$7.38, +14%); the narrowest was September (near parity at +$0.05). In Q4, the relationship flipped: November (−$1.16, −2.5%) and December (−$1.64, −3.6%) moved “below average” versus the market. The global benchmark declined 15% from January to December, while Consumer Goods fell 29%, and did so with more pronounced month-to-month swings.

Closing

Taken together, these Facebook Ads benchmarks show CPP trends for Consumer Goods across all countries that began with a premium to the market, settled into a mid-year range, and closed with the sharpest Q4 relief of the year. Understanding cost-per-purchase benchmarks for Consumer Goods across all countries helps marketers gauge acquisition cost rhythms and compare category performance to global patterns.