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January 2025 - January 2026
Detailed observation of presented data
Education ads ran structurally above the market on cost per purchase throughout the year, with wide month-to-month swings and a late-year surge. Across all countries, Education’s median cost per purchase averaged 73.0, versus a 51.4 global benchmark for all industries—about 42% higher. The year opened at 66.5 in January, dipped to its low in February (64.4), and closed at 82.4 in December, a 24% lift from start to finish. Peaks clustered in late summer and again in December, while spring held a steadier middle ground.
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 Education in all countries compared to the global benchmark.
Education’s cost per purchase averaged 73.0 for the year, ranging from a low of 64.4 in February to a high of 83.1 in September, a spread of roughly 19. Momentum built in bursts: May rose sharply to 73.9 (+8.1 points from April), July spiked to 82.6 (+12.6 from June), August corrected to 69.6 (−13.0), and September rebounded to the annual high of 83.1 (+13.5). After a cooler October (78.3), November softened to 70.8 (−7.5), before a decisive December climb to 82.4 (+11.6).
Volatility was a defining feature. Average absolute month-to-month movement was 7.7 points—about 4.4 times more volatile than the global benchmark’s 1.8. The pattern reads like a stop‑start rally: early‑year softness, a mid‑year run, a brief autumn reset, and a firm finish.
By quarter, Education’s cost per purchase tracked 66.6 in Q1, 69.9 in Q2, 78.4 in Q3, and 77.2 in Q4. The rhythm suggests a steady build into late summer, when costs reached their strongest sustained levels (July–September), followed by elevated—but choppier—Q4. The single soft pocket was February, with a secondary trough in November before year‑end strength returned. In broader platform seasonality, performance typically softens through Q4 as competition rises, with engagement rebounding in early Q1; here, Education’s CPP held elevated through Q4 despite a brief November dip.
Relative to the global benchmark, Education across all countries ran above market every month. The premium ranged from +18% in February (the narrowest gap) to +83% in December (the widest). The global series eased steadily across the year (−15% from January to December, with its own lows in November–December), while Education rose +24% over the same span and displayed notably sharper swings. In nine of twelve months, Education’s CPP sat 30–68% above global levels, underscoring a persistent and widening premium as the year progressed.
Facebook Ads benchmarks show that cost-per-purchase for the Education industry across all countries remains higher and more volatile than the global average. Understanding these country-specific ad costs and year-long CPP trends—alongside broader CPC trends, CPM analysis, and CTR performance—helps contextualize Education industry ad performance versus global 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 Education industry, Facebook ad costs can be moderate, with higher costs for professional and specialized courses. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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.
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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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