See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
E-commerce advertisers in the Philippines spent less per purchase than the global market for most of the year, but the journey wasn’t calm. Cost per Purchase (CPP) flickered from a steep April surge to a dramatic November reset, carving a far more volatile path than the global benchmark. While the world trended gradually downward, the Philippines oscillated between bargain-level conversion costs and brief, costly spikes.
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 E-commerce in the Philippines compared to the global benchmark.
Across November 2024 to November 2025, Facebook Ads Cost per Purchase for E-commerce in the Philippines averaged $30.09, well below the $49.74 global average. The period opened at $24.89 (Nov 2024) and closed at $8.99 (Nov 2025), a 64% decline end to end, versus a 2% decline globally over the same span.
Highs and lows were striking. CPP peaked at $56.01 in April 2025—higher than any global month in this window—before sliding to a year-low $8.99 in November 2025. The range was wide ($47), far broader than the global range (~$12), underscoring the market’s choppiness. Month-to-month moves in the Philippines averaged $10.92, over four times the global monthly move (~$2.57).
Key inflection points:
Seasonally, the Philippines mirrored a familiar arc into early Q2—climbing through Q1 and spiking in April—then cooled through midsummer before a late-Q3/early-Q4 rebuild. Where many markets see rising country-specific ad costs in Q4 (often visible in CPM analysis and CPC trends), 2025 diverged locally: CPP fell sharply into November despite the global benchmark easing only modestly.
H1 2025 averaged $35.52 in the Philippines, while H2-to-date (Jul–Nov) averaged $24.58, a 31% cooldown. Globally, the shift was gentler: H1 averaged about $52.17 and H2-to-date about $48.00, an 8% dip.
Relative positioning stayed “below market” most months by 25–60%. April was the lone outlier: the Philippines sat 8% above the global CPP. The gap narrowed again in October (−20%) before widening to its largest in November 2025 (−79%). Overall, the global trend was steady to slightly lower, while the Philippines posted a choppier profile and a much steeper full-period decline (−64% vs. −2% globally).
In short: Facebook Ads benchmarks show E-commerce Cost per Purchase in the Philippines averaging about 40% below global levels, with materially higher volatility and sharper month-to-month swings.
Understanding Facebook Ads Cost per Purchase benchmarks for the E-commerce industry in the Philippines—alongside global CPP norms—helps contextualize CTR performance, CPC trends, and country-specific ad costs within broader industry ad performance patterns.
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 E-commerce industry, Facebook ad costs can be varied, with peaks during holiday seasons and competitive product categories. For campaigns targeting Philippines, 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.
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.
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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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.
Late November (Black Friday/Cyber Monday), December (Christmas and Rizal Day), June–August (Independence Day and National Heroes Day), Chinese New Year (January) and Eid observances
CPM and CPC might rise around Chinese New Year, Eid, and Independence Day for food, gifts, and travel categories. Late November–December retail campaigns see strong competition and elevated CPMs. Long weekend holidays could reduce weekday ad inventory while weekend awareness campaigns benefit from higher media consumption.
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.
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.
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.
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.
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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