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Facebook Ads Cost Per Purchase Benchmarks for Finance in South Africa

See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type

Cost Per Purchase for Finance in South Africa

October 2024 - October 2025

Insights

Detailed observation of presented data

Main takeaways

  • This analysis looks at cost per purchase trends for industry Finance and target country South Africa compared to the global trend, based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • No cost per purchase observations are available for Finance in South Africa in the selected period, so relative positioning versus the market (above/below/in line) cannot be determined.
  • Globally, cost per purchase averaged about $47.73 across the period, peaking in February 2025 ($53.89) and reaching a low in September 2025 ($32.29).
  • The global trend shows clear seasonality: costs rose into December–February, then eased through mid‑year, with a pronounced drop in September 2025.
  • Month‑to‑month volatility in the global series was moderate on average (typical move ~$1.16 median; ~$2.99 average absolute change), punctuated by a sharp December rebound and a steep September decline.

Scope and framing

  • Metric: cost per purchase (COST_PER_PURCHASE)
  • Industry: Finance
  • Country: South Africa
  • Comparison: selected dataset (Finance, South Africa) versus the global baseline for the same period

Selected dataset (Finance, South Africa)

  • Data availability: No monthly observations were provided for Finance in South Africa in the period analyzed.
  • As a result, averages, highs/lows, percentage change, and volatility metrics for the selected dataset are not computable.
  • Relative positioning versus the global baseline is therefore not available.

Global baseline benchmarks

  • Period average: $47.73
  • High: $53.89 in February 2025
  • Low: $32.29 in September 2025
  • First-to-last change: from $46.60 in September 2024 to $32.29 in September 2025 (−30.7%)
  • Range: $21.60 between the period’s high and low
  • Volatility:
  • Median month‑over‑month absolute move: ~$1.16
  • Average month‑over‑month absolute move: ~$2.99
  • Largest monthly increase: November → December 2024 (+$8.34; +19.3%)
  • Largest monthly decrease: August → September 2025 (−$13.40; −29.3%)

Seasonal patterns and timing

  • Q4 uplift: After a softer November ($43.19), December costs rose to $51.53, consistent with typical holiday‑season pressure.
  • Early‑year strength: January–February remained elevated ($52.31 → $53.89).
  • Mid‑year easing: From May through August, costs trended down gradually ($50.97 → $45.69).
  • Late‑Q3 reset: September 2025 marked the period low ($32.29), a notable dip versus August.

Comparative view for Finance in South Africa

  • With no South Africa Finance observations, direct “above market” or “below average” positioning cannot be assessed.
  • The global pattern provides a directional benchmark: higher cost per purchase around December–February, more moderate costs mid‑year, and a pronounced softening into September.

Understanding cost per purchase benchmarks on Facebook Ads in industry Finance and South Africa 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 Finance industry, Facebook ad costs can be typically higher due to high competition and valuable conversions. For campaigns targeting South Africa, advertisers should consider local market factors and user behavior. 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.

South Africa Advertising Landscape

National Holidays

Jan 1New Year's Day
Mar 21Human Rights Day
Apr 18Good Friday
Apr 21Family Day
Apr 27Freedom Day
May 1Workers' Day
Jun 16Youth Day
Aug 9National Women's Day
Sep 24Heritage Day
Dec 16Day of Reconciliation
Dec 25Christmas Day
Dec 26Day of Goodwill

Key Shopping Season

Late November (Black Friday/Cyber Monday), December (Christmas & Day of Goodwill), Mid-year retail (June Youth Day promotions)

Potential Advertising Impact

CPM and CPC might rise during long weekends like Human Rights Day, Freedom Day, and Heritage Day as leisure and travel-related media consumption increases. Retail CPMs may spike in late November–December for holiday shopping. Youth Day and National Women's Day might drive regional campaigns. Weekend extensions across public holidays may benefit weekend campaigns.

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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