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Facebook Ads Cost Per Purchase Benchmarks for Education in United Kingdom

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Cost Per Purchase for Education in United Kingdom

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B in Facebook Ads data, Education in Great Britain shows a cost-per-purchase pattern that is largely in line with global seasonality but with far higher volatility due to a September spike.
  • Average cost-per-purchase in the selected series is 74.44, which is 56% above the global baseline average of 47.82; excluding September’s outlier, the year-to-date average is 44.79, slightly below market.
  • Q4 costs rise into December for both series. The selected series dips to a yearly low in June, jumps sharply in July, and records an extreme surge in September.
  • Month-to-month volatility averages about 100.9% including September (34.6% excluding it), versus 7.0% for the global baseline (4.7% excluding its September drop).

What the selected series shows

This analysis looks at cost-per-purchase trends for industry Education and target country Great Britain compared to the global trend. Values reflect monthly medians.

  • Average: 74.44 across Oct 2024–Sep 2025.
  • High/low: High of 400.57 in Sep 2025; low of 28.21 in Jun 2025.
  • Range: 372.36.
  • Change from first to last month: +1,037% (35.25 in Oct 2024 to 400.57 in Sep 2025).
  • Volatility: Average absolute month-to-month change of 100.9% (34.6% excluding September).
  • Notable movements:
  • Q4 climb: 35.25 (Oct) → 41.89 (Nov) → 47.92 (Dec).
  • Early-year softness: 38.76 (Jan) and 32.74 (Feb).
  • Mid-year dip: 28.21 in June (yearly low) followed by a spike to 66.84 in July.
  • Extreme outlier: 400.57 in September.

Comparison to the global baseline

  • Baseline average: 47.82; high of 53.89 (Feb), low of 32.29 (Sep).
  • Baseline change: −30.8% from Oct 2024 (46.67) to Sep 2025 (32.29).
  • Volatility: 7.0% average absolute month-to-month change (4.7% excluding September).

Relative positioning:

  • Overall average: Selected sits 56% above market; excluding September, it runs 6% below market.
  • Months above baseline: 5 of 12 (Apr, May, Jul, Aug, Sep). Key differences:
  • Below market in Feb (−39%) and Jun (−40%).
  • Above market in Apr (+6%), May (+3%), and Jul (+45%).
  • September stands more than 12× the global median (+1,140% vs baseline’s yearly low).

Seasonal patterns and monthly highlights

  • Q4: Costs typically increase toward December; both series show higher December values vs October.
  • Q1–Q2: The baseline remains elevated around February, while Great Britain Education dips to one of its lowest months (Feb) and then reaches the yearly low in June.
  • Summer: A pronounced local surge in July contrasts with the baseline’s modest mid-year drift.
  • September: Global baseline hits its lowest point, while the selected series posts an exceptional spike that skews the annual average.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Education and Great Britain helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting United Kingdom, advertisers experience moderate to high costs with strong performance in urban areas. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

United Kingdom Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 22nd January (Scotland)
Apr 18Good Friday
Apr 21Easter Monday
May 5Early May Bank Holiday
May 26Spring Bank Holiday
Aug 25Summer Bank Holiday
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday surge), Late December (Christmas & Boxing Day promotions), Early May holiday weekend promotions

Potential Advertising Impact

CPM and CPC might increase around early May and late August bank holidays as people engage in leisure travel or retail browsing. During Black Friday/Cyber Monday, retail CPMs could spike sharply in fashion, electronics, and online shopping. Late December typically sees peak CPMs, with e‑commerce budgets needing early ramp-up.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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