Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods

Introduction

Consumer Goods ran consistently above market on Facebook Ads cost-per-purchase throughout the period, carrying holiday momentum into early Q1 before settling into a tighter mid-year band. Across all countries, median CPP averaged $53.33 versus a $49.33 global, all‑industry benchmark—an 8% premium—with slightly lower month-to-month volatility than the broader market. January delivered the peak, April marked the sharpest reset, and the back half of the year trended steadier and lower.

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 at $50.59 in November 2024, Consumer Goods CPP climbed into the holidays and crested at $59.65 in January 2025, then eased to $51.07 by October—netting a modest +$0.48 (+0.9%) over the full window.
• The year’s range ran from $50.59 (low in November) to $59.65 (high in January), averaging $53.33.
• Biggest moves: +$4.81 from November to December, another +$4.25 into January, then a -$5.13 correction in February and the largest drop in April (-$5.37 vs. March). May was essentially flat (+$0.02), signaling the start of a calmer mid-year.
• Volatility averaged $2.54 in absolute month-to-month change, slightly less choppy than the global benchmark’s $2.58.

From May through October, Consumer Goods CPP held a narrow band between $51.07 and $52.93, pointing to a stabilized acquisition cost after the Q1 swings.

Seasonal and monthly dynamics

The pattern fits familiar seasonality: higher costs through late Q4 into early Q1, a corrective dip in February, a brief March rebound, then the sharper April reset. The mid-year cooled and compressed:

• H1 (Jan–Jun) averaged $54.57.
• Jul–Oct averaged $51.62, about 5% lower than H1.

Performance typically tightens through mid-year as the auction cools after Q1, then Q4 competition often lifts acquisition costs. Here, the lift arrived early (Nov–Jan), while late Q3–October remained contained.

Country vs. Global

Across all countries, Consumer Goods stayed above the global, all‑industry benchmark every month:

• The premium narrowed to nearly parity in April (+0.07%) and February (+1.3%).
• The widest gaps appeared in November (+18.7%) and October (+17.9%).
• On average, Consumer Goods CPP ran 8% above market ($53.33 vs. $49.33).

Global trends rose into February (peak $53.84) before a sharper H2 slide (H1 average $51.57 vs. Jul–Oct $47.48), indicating the broader market softened more than Consumer Goods in the back half. By contrast, Consumer Goods cooled but held firmer, particularly from May onward.

While CPC trends, CPM analysis, and CTR performance add context to Facebook Ads benchmarks, this view isolates cost-per-purchase to track true acquisition pricing.

Closing

Understanding Facebook Ads cost-per-purchase benchmarks for Consumer Goods across all countries helps advertisers evaluate country-specific ad costs and industry ad performance against global patterns. This CPP analysis shows a holiday lift, an early‑Q1 peak, and steadier mid‑year levels, with Consumer Goods consistently above the global benchmark across the period.