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November 2024 - November 2025
Detailed observation of presented data
The finance industry’s Facebook Ads cost per purchase (CPP) ran far below the global all-industry benchmark this year, but it didn’t move quietly. Across all countries, Finance averaged roughly $17.96 per purchase versus a $49.28 global median — about two-thirds lower — while tracing a choppy path: a sharp lift into spring, a mid-year cool-off, and a late-summer rebound that softened into October. Volatility was also more pronounced than the market overall, with several standout surges and dips.
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 Finance across all countries compared to the global benchmark.
Finance CPP opened at $9.85 in November 2024 and closed at $18.84 in October 2025, a 91% rise end to end. The series peaked at $22.86 in April and bottomed at that November trough. The annual average landed at $17.96, with month-to-month moves averaging $3.23 (about 22% on a percentage basis), signaling a more volatile profile than the broader market.
Key movements:
By contrast, the global benchmark moved more evenly, with average monthly absolute changes of $2.53 (about 5.3%): cresting in February at $53.80 and gradually easing into October at $43.29.
Seasonality shows a distinct rhythm. Finance CPP rallied from a soft November into December, then stayed elevated through early spring, culminating in an April high. Costs softened into early summer — a recognizable mid-year lull — before rebuilding in late Q3. October ticked down modestly from September, sitting below the August late-summer pop. The global benchmark showed its own cadence: Q1/early Q2 strength tapering into summer, a brief August lift, and a softer October.
Finance CPP remained consistently below market throughout the period:
Trend shape differed as well: the global series rose steadily into February and eased into October, while Finance moved more dynamically — sharper early-year lifts and deeper mid-year pullbacks — with roughly 28% higher dollar volatility and about 4x higher percentage volatility than the market.
These Facebook Ads benchmarks for cost per purchase highlight how industry ad performance in Finance across all countries compares with global norms. While CPC trends, CPM analysis, and CTR performance frame broader engagement and cost dynamics, this CPP view pinpoints country-specific ad costs at the point of purchase — showing Finance’s consistently below-market levels and a more volatile month-to-month pattern relative to the global benchmark.
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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. 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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