Facebook Ads Cost Per Purchase Benchmarks for Marketing & Advertising

Introduction

Marketing & Advertising saw a cost-per-purchase story that moved in two gears: a whiplash first half and a cliff-like reset through Q4. Across all countries, median CPP opened high in January 2025, surged again in late spring, then accelerated downward into year-end and continued to fall in January 2026. Compared with the steadier global benchmark, the industry’s pattern was both lower on average and significantly more volatile, swinging from brief “above market” spikes to deep discounts versus the cross-industry norm.

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 Marketing & Advertising across all countries compared to the global benchmark.

The story in the data

The year began expensive: CPP was $64.86 in January 2025, about 22% above the global benchmark ($53.15). It then slid to $26.35 by April before rebounding sharply—May and June landed at $59.60 and $60.25 respectively, a +129% lift from April. After that crest, the downtrend took hold: July–September ranged $30–$39, October dropped to $19.64, November to $12.10, and December closed at just $2.81. January 2026 dipped further to $1.48. Across 2025, the industry averaged $35.44 per purchase versus the global cross‑industry average of $51.65—roughly 31% lower. Including January 2026, the 13‑month average was $32.83 versus $49.62 globally.

Highs and lows were stark. The yearly high was January’s $64.86; the late‑spring peak topped out at $60.25 in June. The trough arrived at $2.81 in December (and $1.48 in January 2026). The speed of movement was notable: month‑to‑month absolute changes averaged $11.03, more than triple the global benchmark’s $3.33, underscoring a more volatile CPP environment.

Seasonal and monthly dynamics

Momentum shifted in distinct phases. Q1 cooled rapidly after a hot January, bottoming in April before a spring rebound in May–June. Q3 was a controlled descent, with CPP drifting down into the low‑to‑mid $30s. Q4 diverged from typical auction‑pressure narratives: instead of costs rising, CPP fell sharply from $30.37 in September to $2.81 in December (−91%). The new year reset extended that compression; December to January 2026 saw another −47% step down, mirroring the global benchmark’s own December-to-January drop.

Country vs. Global

Relative to the global benchmark, Marketing & Advertising swung between brief premiums and extended discounts. The industry sat above market in January (+22%) and again in May–June (+14% to +18%). Most other months tracked below global levels: February and July were about 20–23% lower; August and September widened to 27–43% below; and the gap became extreme in Q4, running 63% below in October, 74% in November, and 94% below in December. January 2026 stayed 94% below global CPP. While the global trend was largely flat through 2025 (−10% from January to December before a sharper January 2026 reset), Marketing & Advertising fell −96% from January to December, reflecting a far choppier, more elastic curve.

Closing

In short, Facebook Ads benchmarks for cost per purchase in the Marketing & Advertising industry across all countries show a high‑volatility year: a spring rebound bookended by a steep early decline and a pronounced Q4–January reset, consistently lower than the cross‑industry global baseline on average. Understanding CPP trends and country‑agnostic ad costs for Marketing & Advertising helps teams contextualize industry ad performance against global patterns.