Facebook Ads Cost Per Purchase Benchmarks for Marketing & Advertising

Introduction

Marketing & Advertising showed a dramatic year of Cost per Purchase (CPP) movement across all countries, oscillating between holiday-high costs and unusually soft late‑year pricing. On median, the industry cleared purchases at $42, below the $48 global, all‑industry benchmark, but with far sharper swings. The period opened at $78.86 in November 2024, peaked there, then slid to just $3.25 by November 2025 — a 96% year-over-year compression. Brief rebounds punctuated the decline, notably in late spring, but the broader momentum tilted downward and more volatile than the market.

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

• Range and average: CPP for Marketing & Advertising averaged $42.07, ranging from a $78.86 high (Nov 2024) to a $3.25 low (Nov 2025).
• Start to finish: From $78.86 to $3.25, CPP fell 96% over the year. The global benchmark declined more moderately, from $42.73 to $30.61 (−28%).
• Monthly rhythm: After December’s $58.97, CPP briefly climbed to $68.60 in January, then slid through April ($25.61). A sharp spring rebound lifted May–June to $58.61–$59.50 before costs cooled through summer ($38.86–$30.17) and hit a new floor in Q4 ($13.03 in October, $3.25 in November).
• Volatility: Average absolute month-to-month movement was $13.56, nearly 4x the global benchmark’s $3.45, underscoring a choppier purchase-cost environment for the industry.

Seasonal and monthly dynamics

Seasonality was visible yet atypical in the back half. Q4 2024 reflected holiday competition with an elevated November and still-high December. Q1 2025 retrenched: December to March slid 49% (from $58.97 to $30.13), with April marking the trough at $25.61. Spring flipped the script; April to June surged 133% to $59.50. Summer steadied in the high‑$30s to low‑$30s, then Q4 2025 diverged from usual patterns as CPP compressed further — October to November fell another 75% to the year’s low. The cadence reads as: holiday spike, Q1 softening, late‑spring rebound, late‑summer moderation, and an unusually deep Q4 decline.

Country vs. Global

Against the all‑industry global benchmark, Marketing & Advertising alternated between above‑market and below‑average phases:

• Above market: Nov 2024 (+85% vs. global), Dec (+18%), Jan (+32%), and the May–June rebound (+15% and +23% respectively).
• Below average: February onward was largely under the benchmark, especially late 2025. July (−17%), August (−24%), September (−39%), October (−71%), and November (−89%).
• Gap dynamics: The closest alignment occurred in May (+15% versus global), while the widest underperformance appeared in November 2025 (−89%).
• Trend lines: The global series was steadier (−28% from Nov to Nov), while Marketing & Advertising was choppier and ultimately much lower. H1 2025 averaged $47.5 for the industry versus $51.5 globally; July–November averaged $24.8 versus $44.6 globally.

Closing

In short, Facebook Ads benchmarks for Cost per Purchase in the Marketing & Advertising industry across all countries reveal a year defined by sharp peaks and a pronounced late‑year trough, with CPP averaging $42 versus a $48 global baseline. While CPC trends, CPM analysis, and CTR performance provide broader context for country-specific ad costs, this view centers on purchase efficiency: a more volatile, more variable industry ad performance pattern than the global market, especially evident in the Q4 2025 compression. Understanding Facebook Ads cost-per-purchase benchmarks for the Marketing & Advertising industry across all countries helps contextualize performance against global patterns.