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November 2024 - November 2025
Detailed observation of presented data
Germany’s Facebook Ads cost per purchase ran materially higher than the global benchmark across the past 13 months, while swinging far more sharply month to month. The headline: a dramatic spike in February, a mid-year trough in July, and a late-summer rebound that eased into November. Overall levels were elevated, with Germany averaging about 42% above the world median across the period. 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.
Starting at 63.30 in November 2024 and ending at 45.59 in November 2025, Germany’s cost per purchase declined 28% over the period. The high point was unmistakable: February 2025 surged to 136.60, more than five times the July low of 27.03. The 13‑month average sat at 68.03, versus a 48.06 global average.
Volatility defined the German series. Average absolute month‑to‑month movement was 35.8, roughly ten times the global benchmark’s 3.45. Key moves included:
Late Q4 2024 softened in Germany, with December slipping below November despite heightened holiday competition. Q1 2025 was choppy: a quiet January before an outsized February spike, then a March normalization. Spring oscillated between elevated April values and a May pullback. Early summer marked the softest stretch, bottoming in July. From there, late summer into early fall rebounded sharply, peaking in September before tapering into October and November—often the period where higher auction pressure can lift country-specific ad costs even as conversion efficiency shifts.
Germany ran above market in 9 of 13 months. The premium over global medians was modest in March (+7%) and pronounced in months like April (+93%), August (+78%), September (+96%), October (+78%), and November 2025 (+49%). The widest gap appeared in February, when Germany overshot the global benchmark by roughly +154%. Germany dipped below global levels in December (−6%), January (−16%), June (−34%), and July (−42%)—the mid‑year trough being the most pronounced underperformance. While global cost per purchase moved gradually for most of the year and then dropped sharply in November 2025, Germany’s pattern was distinctly more volatile, with larger amplitude swings and a higher overall level.
For Facebook Ads benchmarks focused on cost per purchase, Germany’s all‑industry performance shows a higher, more volatile profile than the global norm—defined by a February spike, a July low, and a late‑summer rebound. Understanding cost per purchase trends for all industries in Germany helps marketers interpret country-specific ad costs and compare industry ad performance to global patterns.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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