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November 2024 - November 2025
Detailed observation of presented data
Finance advertisers across all countries ran materially below the global Cost per Purchase benchmark this period, but with a noticeable late-summer lift and a sharp Q4 correction. The year opened at a low base, climbed through Q3 to a September peak, then snapped back in November. Volatility was slightly higher than the market, with several outsized month-to-month moves that shaped the overall arc.
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 Cost per Purchase (CPP) averaged $19.20 from November 2024 to November 2025, ranging from a low of $10.37 (Nov 2024) to a high of $29.08 (Sep 2025). The period began at $10.37, rebounded to $17.14 in December (+65%), dipped in January ($14.36), and then hovered near $20 in February–April. Early Q2 softened ($19.64 in April, $17.36 in May), reaching a mid-year trough in June at $14.87.
Momentum shifted in Q3: July rose to $18.54, August spiked to $26.00 (+40% MoM), and September peaked at $29.08. October remained elevated at $26.45 before November fell back to $15.45 (−42% MoM), the largest monthly drop of the year. Average absolute month-to-month movement was $4.06, indicating a choppier pattern than the market baseline.
Across the same months, the global all-industry baseline averaged $48.06, peaking at $53.81 in February and bottoming at $30.61 in November. The Finance segment’s lower level is consistent across the year, even during its Q3 surge.
The Finance CPP in this global rollup shows a familiar rhythm: early-year stabilization after a soft Q4 start, a lighter Q2, then a pronounced ramp into late summer and early fall. The August–September crest marked the tightest point against the global benchmark, followed by a Q4 pullback. November stands out as a pivot month in both series—baseline CPP hit its annual low, while Finance saw its steepest single-month decline, resetting much of the Q3 gains.
This seasonal cadence aligns with broader Facebook Ads benchmarks, where competition often reshapes country-specific ad costs in late Q3 and Q4. Here, the amplitude of the Finance swing was distinct: a near doubling from June’s trough to September’s peak before the November reset.
Relative to the global benchmark, Finance CPP ran about 60% lower on average ($19.20 vs. $48.06). The widest gap appeared at the start: November 2024 was 76% below global ($10.37 vs. $42.73). Through the Q3 run-up, the distance narrowed—September sat 41% below market ($29.08 vs. $49.50) and October 42% below ($26.45 vs. $45.51). Directionally, the global benchmark declined 28% from November to November, while Finance ended 49% higher than its own November 2024 starting point despite the November 2025 drop. Monthly volatility was also higher in Finance (avg. $4.06 change) than the global series ($3.45), highlighting sharper swings around the late-summer peak and year-end reset.
In sum, Facebook Ads benchmarks for Cost per Purchase in Finance across all countries show a low-cost, high-variance profile: well below the global all-industry level, with a strong Q3 lift and a pronounced Q4 correction. Understanding Cost per Purchase trends within Finance—alongside complementary CPC trends, CPM analysis, and CTR performance—helps benchmark industry ad performance and compare global patterns across all countries.
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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