Facebook Ads Cost Per Purchase Benchmarks in India

Introduction

India’s cost per purchase came in far below the global benchmark yet moved with far sharper swings. Across 2025, India averaged 20.09 per purchase versus a global average of 51.65 — about 61% below market — with a pronounced mid‑year trough and a late‑year resurgence. The year opened elevated, plunged from spring into midsummer, then climbed back toward November before easing into December. 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 India compared to the global benchmark.

The story in the data

India started the year at 24.56 in January and ended at 21.59 in December, a 12% decline across the year, but the path was anything but linear. The high point landed in March at 42.67, while the low arrived in July at just 3.12 — a range of nearly 40 points. After March’s peak, cost per purchase (CPP) fell sharply through April (23.30) and May (6.84) to June (3.92), bottoming in July. From that floor, CPP rebounded almost tenfold by November (32.87) before moderating in December.

Volatility in India averaged 8.97 points month over month, notably choppier than the global benchmark’s 1.59. The steepest single drop came in April (‑19.37 vs. March), followed by another large pullback in May (‑16.46), while November delivered one of the year’s largest jumps (+10.83 vs. October). Despite the turbulence, India’s full‑year average remained well below global levels.

Seasonal and monthly dynamics

The quarterly rhythm was clear. Q1 was the strongest period in India (average 33.25), lifted by the March high. Q2 marked a decisive correction (11.35 average), with CPP compressing to single digits in May and June. Q3 stayed subdued yet improving (10.24), climbing from July’s trough to September. Q4 re‑accelerated (25.50 average), peaking in November before a December softening — a pattern that aligns with broader end‑of‑year competition where acquisition costs often rise.

Globally, the arc was steadier: Q1 averaged 53.61, Q2 51.88, Q3 51.87, and Q4 49.25 — a gentle step down into year‑end rather than India’s dramatic mid‑year swing and rebound.

India vs. Global

India remained below market every month. The gap narrowed during India’s March peak, when CPP was only 19% below the global figure (42.67 vs. 52.92). It widened to its largest in July, when India sat 94% under the global level (3.12 vs. 49.18). Through Q4, India’s average CPP (25.50) was roughly half the global Q4 level (49.25). While the global series hovered in a tight band (roughly 47–55), India’s series ranged from 3.12 to 42.67, underscoring a more volatile buying environment. The overall picture: significantly lower country‑specific ad costs in India, but with greater month‑to‑month variability than the broader Facebook Ads benchmarks.

Closing

Understanding Facebook Ads cost‑per‑purchase benchmarks for all industries in India — and how they compare to global industry ad performance — helps frame CPP trends, volatility, and seasonality within a clear, data‑driven context. This CPP analysis sits alongside broader Facebook Ads benchmarks spanning CPC trends, CPM analysis, and CTR performance to give a fuller view of country‑specific ad costs in India versus the global market.