See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Education’s Cost Per Purchase on Facebook Ads ran consistently above market through the year, with mid-year surges and a sharp late-Q4 correction. Across all countries, Education’s monthly medians averaged $65, versus $48 for the global all‑industry benchmark—a 35% premium. The category peaked in early fall, then broke decisively lower into October and November. Volatility was notably higher than the global trend, with bigger month-to-month swings and wider seasonal arcs.
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.
Starting at $62.75 in November 2024, Education’s Cost Per Purchase climbed into Q1, reached a series of mid-year highs, and ultimately ended at $39.33 in November 2025—down 37% from the starting point. The yearly high printed at $76.68 in September 2025; the low came two months later in November. Across the 13-month window, the category averaged $64.96, ranging from $39 to $77—a 57% span around the mean.
Monthly movements were pronounced. Notable lifts included June to July (+27%), August to September (+21%), and April to May (+13%). Dips were even steeper: September to October (−26%) preceded the sharpest single-month decline in October to November (−30%). On average, Education’s absolute month-to-month swing was about $10, roughly 15% of its average level—nearly triple the global benchmark’s $3.45 average swing.
The rhythm was classic but amplified. Performance tightened into late Q4 2024 (mid‑$60s), firmed across Q1 2025 (averaging about $68), and stayed elevated through Q2 (roughly $67) with a May spike. Q3 was the strongest stretch, averaging $71 and bookended by July and September highs. Then the floor fell in Q4 2025, sliding from $56 in October to $39 in November. The global all‑industry series also softened through the back half, but the Education dip was deeper and faster.
Education across all countries remained above market every month. The premium over the global benchmark ranged from 20% to 58%, narrowest in February and June (~20–22%) and widest in July and September (~55–58%). On a full-period basis, Education’s average Cost Per Purchase of $64.96 outpaced the global $48.06 by $16.90. Trajectories differed as well: the global benchmark eased 28% from November to November, while Education fell 37%—and with far more volatility, as evidenced by the $10 average monthly swing versus the global $3–4.
In sum, Facebook Ads benchmarks for Cost Per Purchase show Education across all countries tracking persistently above the global market, with elevated volatility, mid-year strength, and a sharp Q4 cooldown. Understanding Cost Per Purchase dynamics for the Education industry across all countries provides a clear read on category-specific ad costs relative to global Facebook Ads benchmarks.
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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