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Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods in India

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

Cost Per Purchase for Consumer Goods in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: October 2024 – July 2025

This analysis looks at cost-per-purchase trends for industry Consumer Goods and target country India 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 level: India averaged 48.52 cost-per-purchase, about 2% below the global baseline (49.59), indicating broadly in-line costs.
  • Volatility: India was highly volatile with average month-to-month swings of 18.33 versus 2.43 globally—around 7.5x more volatile.
  • Trend shape: India started far below global levels but surged from late Q2 into Q3, ending well above market by July.
  • Seasonality: The global series shows a mild holiday uplift around December–February. India did not show a Q4 spike; instead, costs escalated sharply in May–July.

Selected data: Consumer Goods in India

  • Period average: 48.52
  • High and low:
  • High: 132.21 in July 2025
  • Low: 19.35 in January 2025
  • Range: 6.8x from low to high
  • Start-to-end change: +551% from October 2024 (20.33) to July 2025 (132.21)
  • Volatility:
  • Average month-to-month change: 18.33
  • Largest monthly increase: +73.87 from June to July (+126.6%)
  • Largest monthly decrease: −17.48 from May to June (−23.1%)
  • Notable movements:
  • Late Q4–January remained low (Oct–Jan between 19.35 and 28.39).
  • Costs climbed from February (29.30) through May (75.83), dipped in June (58.35), then spiked in July (132.21).

Global baseline comparison

  • Period average: 49.59 (highly stable)
  • High and low:
  • High: 53.89 in February 2025
  • Low: 43.19 in November 2024
  • Start-to-end change: −1% from October 2024 (46.67) to July 2025 (46.21)
  • Volatility:
  • Average month-to-month change: 2.43
  • Seasonal pattern:
  • Mild lift from December to February, then a gradual easing into summer—consistent with typical Q4 holiday dynamics.

How India compares to the baseline

  • October–February: India consistently below market (−34% to −63%), indicating lower-than-average cost-per-purchase in early months.
  • March–April: Nearly in line with global levels (−8% to −3%).
  • May–July: Above market, especially July (+186% vs baseline), marking a dramatic divergence.
  • Summary positioning: Despite an overall average slightly below global, India’s late-period spike pushed monthly costs from “below average” to “well above market.”

Monthly highlights

  • January 2025 marked the lowest point (19.35).
  • May 2025 jumped +51.7% over April, then June pulled back −23.1%.
  • July 2025 reached the series peak (132.21), the single largest monthly surge.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Consumer Goods and India 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 India, 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.

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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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

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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