Facebook Ads Cost Per Purchase Benchmarks for Consumer Goods in United Kingdom

Key takeaways

• Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks, the Consumer Goods cost-per-purchase in Great Britain sits below the global baseline overall: 12-month average of £45.63 vs £47.82 (about 4.6% below market).
• Volatility is higher in Great Britain. Average absolute month-over-month movement is 16.3% (median ~10.9%) vs 7.0% globally (median ~2.4%).
• Seasonal patterns are visible: costs rose into December and again in April–May, with a pronounced spike in August and a steep drop in September. The global baseline also drops in September, but far less sharply.
• Peaks and troughs are wider in Great Britain: high of £57.06 (April) and low of £13.49 (September), versus a global high of £53.89 (February) and low of £32.29 (September).

What this report covers

This analysis looks at cost-per-purchase trends for industry Consumer Goods and target country Great Britain compared to the global trend. It focuses on monthly medians to give marketers practical Facebook Ads benchmarks and country-specific advertising costs.

Overview of Great Britain (Consumer Goods)

• Average: £45.63 across the last 12 months.
• High/low: Peak at £57.06 in April; low at £13.49 in September; range of £43.57.
• Trend from first to last month: from £42.19 (Oct) to £13.49 (Sep), a decrease of about 68%.
• Volatility: average absolute month-over-month change of 16.3% (median ~10.9%).
• Notable movements:
• Q4 lift into December: £42.19 (Oct) → £43.70 (Nov) → £48.47 (Dec).
• Continued rise through Q1, cresting in April–May: £49.68 (Mar) → £57.06 (Apr) → £56.39 (May).
• August spike to £55.10 followed by a sharp September dip to £13.49.

Comparison with the global baseline

• Baseline average: £47.82. Great Britain is about 4.6% below market on average.
• High/low: Baseline peaks at £53.89 (Feb) and bottoms at £32.29 (Sep); range £21.60 (much tighter than Great Britain).
• First-to-last change: baseline falls ~31% from October to September (vs ~68% in Great Britain).
• Volatility: baseline average absolute month-over-month change is 7.0% (median ~2.4%), indicating steadier global pricing.
• Months above/below market in Great Britain:
• Above baseline in 5 of 12 months (notably April +10.6%, May +10.6%, August +20.6%).
• Below baseline in 7 of 12 months, including a pronounced underperformance in September.

Seasonality and notable months

• Q4 pattern: Both series rise into December, consistent with typical holiday-period pressures in Facebook Ads benchmarks.
• Early-year: Global costs peak in February; Great Britain continues to climb into April–May.
• Late summer: Both series decline in September, but Great Britain shows an outlier-level drop that drives a steeper year-end decline.
• Overall alignment: Great Britain is generally below average but exhibits higher amplitude, with several months “above market” amid a more volatile trajectory.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Consumer Goods and Great Britain helps advertisers make more efficient budget and creative choices.