Facebook Ads Cost Per Purchase Benchmarks in Germany

Introduction

All industries in Germany operated at a consistently higher cost per purchase than the global benchmark in 2025, with sharper swings month to month. The year opened at mid-60s levels, spiked dramatically in February, then cooled into a summer trough before lifting in October and easing into year-end—ultimately finishing close to where it started. Compared with the steadier global track, Germany’s pattern was more episodic: punctuated by a February surge and an August low, with Q4 partially rebounding.

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.

The story in the data

For Germany, median cost per purchase (CPP) averaged 73.3 across the year, ranging from a high of 100.1 in February to a low of 55.2 in August. The year began at 63.9 in January and ended at 65.3 in December, a near-flat +2% finish despite substantial intra-year movement.

Key inflection points:

• February spike: 100.1 (+57% vs January), the year’s top reading.
• Spring plateau: April–June held in a tight, elevated band (82.8–85.1).
• Summer softness: July fell to 60.0 and August bottomed at 55.2, the annual low.
• Q4 lift: October rose to 77.8 before easing to 75.6 in November and 65.3 in December.

The average absolute month-to-month swing in Germany was about 14 points, far choppier than the global series (~1.8 points). Six months sat above the German annual average (notably February and April–June, plus October–November), and six below (January, March, July–September, December).

Globally, CPP averaged 51.4, peaking at 54.8 in February and trending down toward 45.1 by December. From January to December, the global median declined roughly 15%, a smoother descent compared to Germany’s zigzagging path.

Seasonal and monthly dynamics

The rhythm in Germany tracked familiar auction seasonality, but with outsized amplitude:

• Q1 was lumpy: a mid-quarter surge (February) bookended by mid-60s readings.
• Q2 was the year’s costliest stretch (quarterly average 84.0), steady and elevated.
• Q3 was the softest (59.6 on average), culminating in the August low.
• Q4 partially rebounded (72.9 average), with an October lift followed by a gradual cool-down into December.

Globally, seasonality was more linear: modest levels in Q1 eased through Q2–Q3, then dipped further in Q4 to the year’s lowest quarterly average (48.3).

Country vs. Global

Germany’s CPP sat above market every month, by an average margin of about 43%. The gap was narrowest in August (+4% vs global) and widest in February (+83%). Through spring (April–June), Germany held 61–63% above the global benchmark; in Q3, the gap narrowed (about +15% on average) as German costs softened while global levels stayed relatively steady. The global trend was a steady decline (−15% Jan→Dec), whereas Germany’s net change was small (+2%) but far more volatile.

Closing

Understanding Facebook Ads cost-per-purchase benchmarks for all industries in Germany highlights a market with elevated, more volatile country-specific ad costs versus the global baseline. This CPP view complements broader Facebook Ads benchmarks across CPC trends, CPM analysis, and CTR performance, helping teams contextualize industry ad performance in Germany against global patterns.