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February 2025 - February 2026
Detailed observation of presented data
Germany’s cost per purchase spent most of the year above the global benchmark and moved with far sharper swings. Across all industries, Germany averaged 70.7 in 2025, versus a 51.7 global average — about 37% higher — with a dramatic February spike and a late-summer trough defining the year’s arc. Volatility was a major theme: large lifts early, a mid-year slide, and a brief Q4 resurgence before a December reset. 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 all industries in Germany compared to the global benchmark.
Germany began at 54.9 in January and ended at 51.4 in December, a modest 6% year-over-year decline from first to last month. The journey between those points was anything but modest. February surged to the yearly high at 99.3 — an 81% jump from January — and the market held elevated levels through late spring (April–June hovered in the mid-80s). The annual low landed in August at 49.3, marking a 50% drop from the February peak. A rebuild followed: September recovered to 60.4, October rose to 73.2, and November held near 72.0 before December cooled to 51.4.
On average, month-to-month movement in Germany measured 16.1 points, signaling a choppy market. For context, the global benchmark’s month-to-month change averaged just 1.6 points in 2025, underscoring how outsized Germany’s swings were. First-half conditions were notably elevated (H1 average 80.0) compared to the second half (H2 61.4), a 23% step down.
Seasonality diverged from typical patterns. Rather than a soft first quarter, Germany’s cost per purchase spiked early, peaking in February and staying elevated through June. The third quarter marked the year’s soft patch: July stepped down sharply, and August hit the low. The fourth quarter showed the familiar competitive lift, with October–November higher than the summer trough; December then eased back, closing the year slightly below January.
Relative to Facebook Ads benchmarks worldwide, Germany ran above market for most months. The gap was narrow in January (+3%) and December (+8%), but widened materially in spring and early summer: April–June averaged 63–67% above global levels. The widest margin came in February (+81%). Germany dipped below the global benchmark only once, in August (−7%). Trend-wise, the global line was steady to slightly easing (−4% from H1 to H2, with a mild dip into November–December), while Germany’s trajectory was more pronounced: elevated H1, a Q3 trough, and a short Q4 rebound. In volatility terms, Germany was an order of magnitude more variable than the global baseline.
Understanding Facebook Ads cost per purchase benchmarks for all industries in Germany helps quantify country-specific ad costs, clarify CPP trends across the calendar, and position Germany’s industry ad performance against the global pattern.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Germany, 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.
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.
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Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)
Media consumption might rise during Easter, Ascension Day, and Pentecost, especially for travel campaigns. Late November and December bring pronounced spikes in retail advertising. German Unity Day often triggers localized campaigns. Regional holidays may create unique local competition. Sunday/holiday retail restrictions may contract ad inventory.
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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