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Facebook Ads Cost Per Purchase Benchmarks in Germany

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

Cost Per Purchase in Germany

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • This analysis looks at cost-per-purchase trends for industry All industries available and target country Germany compared to the global trend.
  • Germany’s average cost-per-purchase was 59.35 across the observed months, about 20% above the global baseline (49.24).
  • Volatility was high: average month-over-month absolute change was 84.5% in Germany vs just 4.7% globally.
  • Largest spike occurred in February 2025 (126.99), and the low in July 2025 (18.50), followed by a sharp rebound in August.
  • From October 2024 to August 2025, Germany rose 35.4% overall, while the global trend dipped 2.1%.

Overview of the selected trend

For Germany (All industries available), cost-per-purchase showed pronounced swings:

  • Average: 59.35 across 11 months.
  • High and low: peaked at 126.99 in February 2025; bottomed at 18.50 in July 2025. Range was 108.50.
  • Start to end: increased from 49.95 in October 2024 to 67.62 in August 2025 (+35.4%).
  • Volatility: very high, with notable month-to-month shifts:
  • November +13.9% vs October
  • December −22.4% vs November
  • January −20.5% vs December
  • February +262.1% vs January (spike)
  • March −56.0% vs February
  • April +77.5% vs March
  • May −32.8% vs April
  • June −52.1% vs May
  • July −42.1% vs June (trough)
  • August +265.6% vs July (rebound)
  • Seasonal notes from the data:
  • Q4 2024 averaged 50.33, with a November lift and December dip.
  • Early 2025 saw a January pullback, a February spike, and a strong April.
  • Mid-year softness appeared in June–July, before a sharp August recovery.

Comparison with the global baseline

Against the global benchmark, Germany was frequently above market and materially more volatile:

  • Averages: 59.35 (Germany) vs 49.24 (global), placing Germany about 20% above average.
  • Highs/lows: global high was 53.89 (February 2025) and low 43.19 (November 2024), a narrow 10.69 range versus Germany’s 108.50 range.
  • Trend over time: global costs eased slightly (−2.1%) from October 2024 to August 2025; Germany rose +35.4%.
  • Volatility: Germany’s average MoM absolute change was 84.5%, far above the global 4.7%.
  • Frequency above/below market:
  • Germany was above the global median in 7 of 11 months (notably November, February, April, May, August).
  • Below market in December, January, June, and July.
  • Seasonal contrast:
  • Q4: Germany (50.33) modestly above global (47.13).
  • H1 2025: Germany averaged 69.28 vs global 51.38, driven by February and April surges.

Monthly highlights

  • November 2024: Germany 31.6% above global.
  • December 2024–January 2025: below market (−14.3% and −32.9% respectively).
  • February 2025: peak month, 135.6% above global.
  • April 2025: elevated and 92.2% above global.
  • July 2025: lowest point, 60.0% below global, followed by a strong August rebound (+48.1% above global).

Understanding cost-per-purchase benchmarks on Facebook Ads in industry All industries available and Germany 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. 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.

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.

Germany Advertising Landscape

National Holidays

Jan 1New Year's Day
Apr 18Good Friday
Apr 21Easter Monday
May 1Labour Day
May 29Ascension Day
Jun 9Whit Monday
Oct 3German Unity Day
Dec 25Christmas Day
Dec 26Boxing Day

Key Shopping Season

Late November (Black Friday/Cyber Monday), Christmas shopping (late December), Back-to-school (August/September), Spring promotions (Easter period)

Potential Advertising Impact

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.

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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