Facebook Ads Cost Per Purchase Benchmarks for Education

Introduction

Education’s cost per purchase (CPP) ran structurally above the global benchmark throughout the period, but with far sharper swings. Across all countries, the Education median CPP averaged $66.36 versus a $49.33 global all‑industry average—about a 35% premium. The storyline is a year of surges and reversals: a climb into spring, a sharp mid‑year reset, a summer rebound, and an October low that narrowed the gap with the market.

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.

Section 1: The story in the data

Education CPP opened at $62.52 in November, lifted into March ($70.71), and peaked in May at $76.14—the highest point of the year. A sudden correction followed in June ($57.71), before costs rebounded through July ($72.04) and September ($75.40). October then marked the low for the series at $52.51, closing 16% below November’s level.

Over the 12 months, Education’s median CPP ranged from $52.51 (October) to $76.14 (May), averaging $66.36 with a spread of about $23.6. Month‑to‑month moves were pronounced: average absolute change was $9.23, with notable swings of +$8.64 in May, −$18.43 in June, +$14.33 in July, +$12.52 in September, and −$22.89 in October.

By contrast, the global benchmark traced a gentler arc. It started at $42.61 in November, crested in February at $53.84, moderated into July ($47.15), ticked up in August ($50.45), and eased into October ($43.33). The market’s average monthly move was $2.58—roughly one‑third of Education’s volatility.

Section 2: Seasonal and monthly dynamics

Seasonally, Education’s CPP firmed from late Q4 into early Q2, culminating in the May peak. The mid‑year sequence was whiplash: a May surge, a June reset, and a July rebound, followed by another climb into September. October defied the earlier pattern with the lowest CPP of the year, even as many categories typically see costs tighten into late Q4.

The rhythm suggests demand pockets around spring and late summer, with softer moments in early summer and early Q4. The market baseline followed a more typical, subdued curve—modest lift into February, mild cooling into mid‑year, and a flat finish.

Section 3: Country vs. Global

Education across all countries remained above market each month. The premium to the global benchmark fluctuated from a narrow +20% in June to a wide +54% in September. Other wide gaps appeared in July (+53%) and May (+49%), while tighter gaps occurred in February (+22%) and October (+21%). On average, Education CPP was +35% above the global all‑industry level. While the market finished roughly flat from November to October (+2%), Education ended lower (−16%), compressing the differential by year‑end.

Closing

In sum, Facebook Ads benchmarks for cost per purchase show Education across all countries carrying a consistent premium over the global market, paired with markedly higher volatility. These CPP trends, set against the steadier global baseline, outline a year defined by spring peaks, mid‑year resets, and an unusually soft October. Understanding cost per purchase benchmarks for the Education industry in all countries helps quantify country‑specific ad costs and situate industry ad performance within broader CPM analysis and CTR performance narratives.