See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
January 2025 - January 2026
Detailed observation of presented data
Marketing & Advertising stood out in 2025 with one of the most dramatic Cost Per Purchase arcs across all countries: a costly start, a mid‑year whipsaw, and then an unprecedented late‑year slide. Across the year, the industry’s global Cost Per Purchase (CPP) averaged $36.62, well below the $51.40 global all‑industry benchmark. The story is defined by sharp momentum: January opened at $71.53, May–June briefly re‑inflated costs above the global average, and Q4 collapsed to just $3.42 in December. Month‑to‑month volatility ran hot, with average absolute moves of $12.29 versus only $1.77 for the global benchmark.
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.
Marketing & Advertising CPP began high at $71.53 in January and ended at $3.42 in December—down 95% across the year. The annual high arrived immediately in January, while the low closed the year in December, producing a wide range of $68.12. The average CPP of $36.62 masks two distinct chapters:
Nine of eleven month‑to‑month transitions posted double‑digit percentage swings, underscoring elevated volatility. The market spent eight months under $40, including a rapid acceleration of efficiency through Q4.
By contrast, the global benchmark moved within a narrow band, averaging $51.40 and easing 15% from $53.25 in January to $45.08 in December. The global range was just $9.72 for the year, highlighting how unusually choppy Marketing & Advertising’s CPP was.
The year’s rhythm for Marketing & Advertising across all countries showed a Q1 descent, a Q2 whiplash, steadier Q3 levels, and a contrarian Q4 collapse. April set an interim trough before a sharp May–June rebound, typical of mid‑year budget pivots. Q3 held in the low‑to‑mid $30s, then Q4 defied the usual holiday cost inflation: CPP fell from $19.84 in October to $3.42 in December, bringing the quarter’s average to $11.79. For context, the global all‑industry benchmark averaged $48.30 in Q4 and remained comparatively stable.
Across all countries, Marketing & Advertising sat below the global benchmark in 9 of 12 months. The gaps shifted meaningfully:
The narrowest gap appeared in May (+14%), while the widest gap came in December (−92%). The global trend drifted gently lower (−15%), while Marketing & Advertising plunged (−95%), with roughly 7x the month‑to‑month volatility.
In sum, Facebook Ads benchmarks for Cost Per Purchase show Marketing & Advertising across all countries diverging sharply from the global norm in 2025—averaging $36.62 versus $51.40 globally, swinging hard mid‑year, and ending with an unusually low Q4. Understanding CPP trends for Marketing & Advertising across all countries helps compare country‑specific ad costs, interpret CPM analysis alongside purchase efficiency, and situate CTR performance within broader Facebook Ads benchmarks against the global baseline.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Marketing & Advertising industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.
Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.
Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.
Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.
Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.
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