Facebook Ads Cost Per Purchase Benchmarks for Hardware and Networking

Introduction

Hardware and Networking purchase costs ran well above the market in 2025, with a pronounced spring peak and a softer, lower-cost finish into Q4. The year opened elevated, spiked into March–April, and then cooled steadily, punctuated by a sharp July dip and an August rebound. Volatility was a defining feature: big swings month to month contrasted with a relatively steady global baseline. 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

Cost Per Purchase (CPP) for Hardware and Networking averaged $79.9 across all countries in 2025, ranging from a low of $58.13 in November to a high of $106.31 in April. The year started at $87.26 in January and ended at $58.55 in December, a 33% decline from first to last month.

The middle of the year carried the highest costs: March hit $102.87 and April topped the year at $106.31 before easing to $93.23 in May and $83.35 in June. The most dramatic movement came mid-year—June to July fell by $23.00 (−28%), immediately followed by a surge of $34.57 in August (+57%), before receding again in September (−18%). Average month-to-month swing was $14.5 (about 18% of the annual average), signaling a choppier market than typical.

By contrast, the global CPP baseline averaged $51.7 and moved narrowly, with an average monthly change of just $1.6. Global highs and lows were muted (peaking near $54.8 in February and easing to the upper-$47s in November–December).

Seasonal and monthly dynamics

The rhythm of 2025 favored Q2: Hardware and Networking CPP averaged $94.3 in April–June, the year’s priciest stretch. Q3 settled to $77.8, and Q4 landed at the floor with a $59.0 average, clustering near the November–December lows. Overall, the category fell 25% from H1 ($91.5) to H2 ($68.4). The global pattern, while slightly softer late in the year, was comparatively flat—$52.7 in H1 versus $50.6 in H2.

The storyline is a classic crest-and-cool: an early-year lift culminating in April, an abrupt mid-year wobble in July–August, and a steady slide into the year-end trough.

Country vs. Global

Hardware and Networking remained above market every month. The category’s $79.9 average was 55% higher than the $51.7 global benchmark. The gap was narrowest in October, when CPP was 15% above global ($60.45 vs. $52.80), and widest in April, when it ran just over double the market (+103%, $106.31 vs. $52.38). March (+94%) and August (+78%) also materially outpaced global levels.

Trend-wise, the global line drifted modestly down (−10% from January to December), while Hardware and Networking declined more sharply (−33%), with roughly 9x higher month-to-month volatility than the market.

Closing

Facebook Ads benchmarks for Cost Per Purchase in Hardware and Networking across all countries show a high-cost, high-volatility year: a spring peak, a mid-year whipsaw, and a pronounced Q4 softening—consistently above the global benchmark throughout. Understanding CPP performance for this industry across all countries provides a clear lens on country-specific ad costs, CTR performance context, and how this category’s CPM analysis and CPC trends diverge from global patterns.