Facebook Ads Cost Per Purchase Benchmarks for Marketing & Advertising

Introduction

Marketing & Advertising purchase costs moved through a full boom‑to‑bust cycle across all countries, landing well below the global benchmark on average but with far sharper swings month to month. Median Cost Per Purchase (CPP) for the industry averaged $44.94 from November 2024 to October 2025 versus the global all‑industry average of $49.33 — about 9% cheaper overall. The year opened expensive, cooled rapidly into spring, spiked mid‑year, then faded through late Q3 before touching an extreme low in October. Volatility was the standout theme: the industry’s CPP ranged from $80.33 (November) to just $4.20 (October), a $76 spread, while the global benchmark ranged a much narrower $11.

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 period started high and ended at a trough. CPP opened at $80.33 in November 2024 and closed at $4.20 in October 2025, a 95% decline over twelve months. The industry’s median CPP averaged $44.94, with notable highs at $71.06 in January and $64.86–$62.87 in May–June. Lows clustered in March–April ($28.39 and $25.14) and September ($27.07) before the October break to $4.20.

Momentum was choppy:

• November to December fell 27%, then January rebounded 21%.
• February plunged 48%, followed by a March–April glide lower (−24%, −12%).
• A sharp May surge (+158% vs. April) carried into June, then July pulled back 43%.
• August steadied (+22%), September slipped 38%, and October dropped 85% month over month.

Across the period, the average absolute monthly move was roughly $17.8, signaling far greater variability than typical Facebook Ads benchmarks.

Seasonal and monthly dynamics

Seasonality was visible but uneven. Q4 2024 was elevated (Nov–Dec averaging ~$69.65), aligning with year‑end competition. Q1 2025 represented a reset: CPP averaged ~$45.56 across January–March, stepping down each month after the January peak. Q2 was mixed — a low in April, then a pronounced late‑spring lift in May–June (~$51 on average). Q3 softened again (July–September averaging ~$35.40), consistent with mid‑year demand shifts. October 2025, often a ramp into Q4, printed the cycle’s lowest value, underscoring how industry‑specific dynamics can override typical Q4 inflation.

Country vs. Global

Compared with the global benchmark, the industry ran hotter early and cooler later:

• Above market: November (+89%), December (+18%), January (+36%), May (+27%), June (+31%).
• Below market: seven other months, most sharply in October (−90%).
• On average, Marketing & Advertising CPP was ~9% under the all‑industry global level.

Trendlines diverged. The global benchmark was stable (+1.7% from November to October), with an average monthly shift of just ~$2.6. The Marketing & Advertising series was notably more volatile, with ~$17.8 average monthly swings and a −94.8% end‑to‑end slide. The gap between industry and global narrowed and widened repeatedly: from 89% above market in November to 90% below in October, with Q3 running roughly 28% under the benchmark.

Closing

Facebook Ads benchmarks for Cost Per Purchase show that Marketing & Advertising across all countries was, on average, cheaper than the global norm but substantially more volatile, oscillating between early‑season highs and a late‑year trough. Understanding cost‑per‑purchase trends — alongside CPC trends, CPM analysis, and CTR performance — helps contextualize industry ad performance and country‑specific ad costs relative to global patterns for the Marketing & Advertising sector.