Facebook Ads Cost Per Purchase Benchmarks for Fitness & Training Centers

Introduction

The main story is straightforward: cost per purchase (CPP) for Fitness & Training Centers across all countries ran well above the global, all-industry benchmark throughout the year, and it did so with far more turbulence. The year opened expensive, eased into spring, spiked sharply in midsummer, then cooled into a November trough before a modest December rebound. 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 Fitness & Training Centers across all countries compared to the global benchmark.

The story in the data

Across 2025, Fitness & Training Centers CPP averaged 143, versus a 51 global, all-industry average — roughly 2.8x higher. The series began at 152.6 in January and ended lower at 128.8 in December, a 15.6% decline across the year.

Key markers define the arc:

• High: 177 in July
• Low: 113.7 in November
• Range: 63.3 points, a 36% slide from peak (July) to trough (November)

Monthly rhythm shows distinct swings. After a tight start (Jan–Feb down 1.6%), CPP fell sharply in March (−15.5%) and dipped again in April (−2.7%). Momentum flipped May–July: +5.7% in May, +10.9% in June, and a steep +22.3% burst into the July peak. The back half retraced: −5.8% in August, −2.5% in September, a heavier −13.1% in October, and the steepest fall in November (−19.5%), before a December rebound of +13.4%. Monthly volatility averaged 14.7 points, signaling a choppy market.

Seasonal and monthly dynamics

Seasonality favored a mid-year rise. Q1 landed near 143 on average and eased to 133 in Q2, suggesting softer CPP as spring progressed. Q3 was the pressure point at 169 on average, led by July’s peak before a gradual retreat through August and September. Q4 settled to the lowest quarterly average (about 128), driven by November’s low and a year-end bounce in December. The cadence aligns with promotional cycles: costs accelerated in midsummer, then softened late in the year, with the rebound hinting at renewed demand or shifting conversion patterns as the calendar turned.

Country vs. Global

Compared to the global all-industry benchmark, Fitness & Training Centers ran persistently above market:

• Average gap: +92 points (143 vs. 51), about 2.8x higher
• Monthly gap ranged from roughly +136% to +260%
• Narrowest: April and November (~136–141% above global)
• Widest: July (~260% above global)

The global benchmark itself moved gently lower over the year (−15.4% from January to December) with low volatility — average monthly changes of 1.8 points and only a few notable dips (most visible in October–November). In contrast, Fitness CPP was about 8x more volatile, with pronounced mid-year lift and sharper late-year declines.

Closing

Taken together, these Facebook Ads benchmarks show that cost per purchase for Fitness & Training Centers across all countries trends higher and more volatile than the global norm, with a distinct midsummer surge and late-year easing. Understanding CPP trends and industry ad performance for Fitness & Training Centers across all countries helps marketers interpret country-specific ad costs, compare against global Facebook Ads benchmarks, and contextualize CPP alongside broader CPC trends, CPM analysis, and CTR performance.