Facebook Ads Insights Tool

Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods in Brazil

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

Cost Per Purchase for Consumer Goods in Brazil

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost per purchase benchmarks — Consumer Goods in Brazil

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

Key takeaways

  • Overall positioning: Across overlapping months, Brazil’s average cost per purchase is about 8% above the global baseline (53.45 vs. 49.46), driven by an extreme April spike; the median, however, is far below the baseline (21.30 vs. 51.25), indicating most months are cheaper than global levels.
  • Seasonality: Costs climb through Q4 (Oct–Dec), dip in Jan–Feb, then surge in April. August settles close to the global average.
  • Volatility: Typical month-to-month movement is modest (median MoM change ~6.9), but April introduces a large outlier that inflates average volatility.

Summary of Brazil (selected data)

  • Coverage: Oct 2024–Aug 2025 (no June value).
  • Average: 53.45; Median: 21.30.
  • High: 201.21 in Apr 2025; Low: 12.87 in Feb 2025.
  • Change from first to last month: +165% (17.35 in Oct 2024 to 45.96 in Aug 2025).
  • Notable movements:
  • Q4 build: 17.35 (Oct) → 23.34 (Dec).
  • Post-holiday dip: 16.40 (Jan) → 12.87 (Feb), then a rebound to 18.96 (Mar).
  • Exceptional spike: 201.21 in Apr, followed by elevated levels in May (85.95) and July (93.16), then normalization in Aug (45.96).
  • Volatility: Average absolute MoM change is 41.61 due to April; median MoM change is 6.94, a better view of “typical” month-to-month movement.

Comparison to the global baseline

  • Baseline average (aligned months): 49.46; Median: 51.25.
  • Baseline high/low (aligned months): High 53.89 in Feb 2025; Low 43.19 in Nov 2024.
  • Baseline change from first to last month: −2% (46.67 in Oct 2024 to 45.69 in Aug 2025).
  • Relative positioning by month:
  • Oct–Mar: Brazil is consistently below market, from −54% to −76% vs. baseline.
  • Apr–Jul: Brazil flips above market (Apr +290%, May +69%, Jul +102%).
  • Aug: Essentially in line with the global trend (+0.6%).
  • Volatility: Baseline is steady (median MoM change ~1.28), underscoring that Brazil’s April spike is highly unusual versus global patterns.

Seasonality and trend signals

  • Q4 pressure is visible in Brazil (gradual rise Oct–Dec), mirroring typical holiday-season costs.
  • Early Q1 relief is clear (Jan–Feb downtick), also consistent with broader trends.
  • The outsized April surge stands out against a relatively flat global baseline in the same period and drives the above-market average despite a low median.
  • By August, Brazil’s cost per purchase converges with the global average, suggesting normalization after mid-year volatility.

Understanding cost per purchase benchmarks on Facebook Ads in industry Consumer Goods and Brazil 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. For campaigns targeting Brazil, advertisers should consider local market factors and user behavior. 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.

Optimize Smarter with Superads

Improve your Facebook ad performance

• Instant performance insights – See which ads, audiences, and creatives drive results.

• Data-driven creative decisions – Spot patterns to improve ROAS.

• Effortless reporting – No spreadsheets, just clear insights.

Get Started for free →

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.

Brazil Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 3–4Carnival
Apr 18Good Friday
Apr 21Tiradentes Day
May 1Labour Day
Jun 19Corpus Christi
Sep 7Independence Day
Oct 12Our Lady of Aparecida (Children's Day)
Nov 2All Souls' Day
Nov 15Republic Proclamation Day
Nov 20Black Awareness Day
Dec 25Christmas Day

Key Shopping Season

December (Christmas), Late November (Black Friday), Children's Day (Oct 12)

Potential Advertising Impact

CPM and CPC might rise around Carnival and Independence Day due to increased social activity. Children's Day (Oct 12) and Black Friday could see sharp spikes in competition. December (Christmas) may surge e‑commerce traffic, prompting high CPMs. Extended holiday weekends could shift ad engagement patterns.

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.

Explore Facebook Ads Metrics

Discover detailed cost benchmarks for different Facebook advertising metrics:

CPC (Cost Per Click)

Average cost per click benchmarks across industries

CPM (Cost Per Mille)

Cost per thousand impressions across different markets

CTR (Click Through Rate)

Benchmark click-through rates for Facebook ads

Cost Per Lead

Cost per lead across different markets

Cost Per Purchase

Average cost per purchase benchmarks across industries

Cost Per App Install

See how much it costs to get users to install an app