Facebook Ads Cost Per Purchase Benchmarks for Hardware and Networking

Introduction

Hardware and Networking advertisers spent 2025 navigating a costly and choppy purchase market. Across all countries, median Cost Per Purchase (CPP) averaged $79.6—well above the global, all‑industry benchmark at $51.4. The year opened elevated, surged to a spring peak, then eased sharply into Q4, with a dramatic mid‑summer swing that defined volatility. Every month sat above the global benchmark, but the premium narrowed as the year closed.

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 Hardware and Networking across all countries compared to the global benchmark.

The story in the data

The year started high at $86.62 in January and ended at $58.55 in December, a 32% decline from start to finish. The peak came in April at $107.03, nearly double the global benchmark that month, while the low arrived in November at $56.46 before a slight December rebound.

Momentum shifted multiple times:

• February dipped 14% from January, then March jumped 36% and April added another 4%.
• From April’s peak to July’s trough ($60.35), CPP fell 44%.
• August snapped back to $94.85—up 57% month over month—before easing through Q4 (October $61.10, November $56.46, December $58.55).

Volatility was the defining trait. The average absolute month‑to‑month move was $14.9, roughly 8x the global benchmark’s $1.8. The amplitude of July–August alone (a $34.5 swing) exceeded any monthly change in the global series.

Seasonal and monthly dynamics

Seasonally, Q2 was the strongest quarter (average $94.1), led by March–April highs. Q1 averaged $88.4, reflecting a still‑elevated entry into the year. Q3 weakened overall (average $77.2) but was uneven—July marked the year’s trough, followed by August’s sharp rebound. Q4 was the softest stretch (average $58.7), as CPP eased to the year’s lowest monthly median in November before stabilizing.

While CPC trends and CPM analysis often frame budgeting conversations, the CPP pattern here shows a spring crest, a mid‑year whipsaw, and a late‑year cooling—an arc consistent with a market where conversion costs were elevated but gradually compressed into year‑end.

Country vs. Global

Hardware and Networking CPP ran above market in every month of 2025, on average 54% higher than the global benchmark. The premium ranged from a narrow 16% in October to a wide 105% in April. Compared to the global series—which drifted down 15% from $53.25 in January to $45.08 in December—the Hardware and Networking trend was both costlier and more volatile, declining 32% over the same window. The global line moved smoothly; the sector line swung sharply, particularly in mid‑year.

At its most elevated (April), the sector’s CPP surpassed the global median by $54.69. Even at the narrowest point (October), it still stood $8.43 above market.

Closing

Facebook Ads benchmarks for Cost Per Purchase show that Hardware and Networking across all countries carried a sustained premium over the global average in 2025, with notable spring highs, a mid‑summer swing, and softer Q4 levels. Understanding these CPP trends helps place country‑specific ad costs and industry ad performance in context against global patterns for Hardware and Networking.