See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Across all countries, Facebook Ads cost-per-purchase for the Education industry ran consistently above the global, all-industry benchmark in 2025, with a pronounced rise through Q3, a choppy but elevated Q4, and a sharp reset in January 2026. The category showed materially higher volatility than the market, with standout surges in July, September, and December, and the steepest pullback at the start of 2026. 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 across all countries compared to the global benchmark.
Education’s median cost per purchase started 2025 at 66.1 and finished January 2026 at 52.8, a 20% decline from the first data point. Across the 13-month window, the category averaged 71.4, ranging from a low of 52.8 (Jan 2026) to a high of 83.1 (Sep 2025).
Momentum built steadily across 2025:
January 2026 saw a pronounced correction to 52.8, down 36% month-over-month from December — the sharpest single-month move in the period. On average, Education’s month-to-month absolute change was 9.6 points, signaling a more turbulent series than the market overall.
The rhythm follows a familiar paid social pattern: softer levels early in the year, a build through Q2, and a strong Q3 as demand intensifies. Q4 remained high but uneven, with November’s softening followed by a December rebound. The post-holiday reset in January 2026 was atypically large relative to prior months, ending the series at its low point.
Within the year, the largest upward jolts were July (+12.7 from June), September (+13.7 from August), and December (+11.4 from November). The most notable dips were August (−13.1 from July) and January 2026 (−29.2 from December).
Compared to the global, all-industry benchmark, Education was consistently above market every month. The category averaged 71.4 versus the global average of 49.6 — about 44% higher. The gap fluctuated throughout the year:
Trend shapes diverged as well. The global series drifted downward overall (−53% from Jan 2025 to Jan 2026) with relatively low volatility (3.3 points average monthly move), while Education climbed into Q3, stayed elevated through Q4, and then reset — a more dynamic, higher-variance profile.
As part of broader Facebook Ads benchmarks — spanning CPC trends, CPM analysis, and CTR performance — this view isolates cost-per-purchase to clarify Education’s country-agnostic economics. Understanding Facebook Ads cost-per-purchase benchmarks for the Education industry across all countries helps advertisers evaluate country-specific ad costs, gauge category intensity, and compare outcomes to 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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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