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Facebook Ads Cost Per Purchase Benchmarks for Marketing & Advertising in India

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Cost Per Purchase for Marketing & Advertising in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • This analysis looks at cost-per-purchase trends for industry Marketing & Advertising and target country India compared to the global trend; the analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
  • India shows an extreme November 2024 spike, followed by a normalization to very low levels through April–May 2025. Outside that spike, India’s costs run well below the global baseline.
  • The global baseline rises from November into Q1 (a typical seasonal pattern), then eases slightly by May, with modest volatility.

What we analyzed

  • Metric: cost-per-purchase (monthly medians).
  • Selected data: Marketing & Advertising in India (Nov 2024–May 2025, five months).
  • Baseline: global aggregate (used here on the overlapping months for fair comparison: Nov 2024, Jan, Mar, Apr, May 2025).

Selected trend highlights

  • Average (Nov 2024–May 2025): 1,484.40, skewed by November’s outlier.
  • Median: 17.71, reflecting typical months after the spike.
  • High: 7,342.38 in November 2024.
  • Low: 10.69 in April 2025.
  • First-to-last change: down 99.8% from November 2024 (7,342.38) to May 2025 (17.71).
  • Volatility:
  • Including the November outlier, average absolute month-to-month change ≈ 63% (Nov→Jan −99.5%, Jan→Mar −50.6%, Mar→Apr −36.9%, Apr→May +65.7%).
  • Excluding November, typical volatility remains elevated at ~51%.
  • Notable movements: a sharp normalization from November to January, continued softening to April, and a rebound in May to 17.71. Post-spike range: 10.69–34.27.

How it compares to the global baseline

  • Baseline average on overlapping months: 50.13 (high: 52.61 in March 2025; low: 43.19 in November 2024).
  • Relative positioning:
  • Including November, India’s average is far above market (driven by the November outlier).
  • Excluding November, India averages 19.90 across Jan–May, about 62% below the global baseline for the same months (51.86), clearly below average.
  • Directionally, the baseline climbs from November to March (+21.8%), then eases slightly by May; India diverges due to the November spike and then runs below market thereafter.

Seasonality and volatility

  • Baseline seasonality is evident: costs typically rise in Q4–Q1 (holiday and early-year demand), peaking around Q1 before moderating.
  • India’s November 2024 surge stands out from this pattern; after that, costs are consistently below the global curve with higher relative month-to-month swings.

Summary

India’s Marketing & Advertising cost-per-purchase shows one exceptional spike in November 2024, but typical months (January–May 2025) sit well below the global benchmark with higher volatility. The global series follows familiar seasonality—firming into Q1 and softening by late spring—while India normalizes quickly after November and remains below average. Understanding cost-per-purchase benchmarks on Facebook Ads in industry Marketing & Advertising and India helps advertisers make more efficient budget and creative choices.

Understanding the Data

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. For campaigns targeting India, advertisers should consider local market factors and user behavior. 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.

Why we use median instead of average

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.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

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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The data behind the benchmarks

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.

India Advertising Landscape

National Holidays

Jan 26Republic Day
Mar 14Holi
Apr 18Good Friday
May 1Labour Day
Aug 15Independence Day
Oct 2Mahatma Gandhi Jayanti
Oct 21Diwali
Dec 25Christmas Day

Key Shopping Season

October (Diwali), Late November (Black Friday/Cyber Monday), December (Christmas), July–August (Raksha Bandhan, Ganesh Chaturthi)

Potential Advertising Impact

CPMs might spike significantly during Diwali, especially in electronics, apparel, jewellery, and gifts. Black Friday/Cyber Monday and December could drive elevated ad competition. State-specific festivals might see regional campaign spikes. Bank closures during holidays may push online shopping to cluster in end-of-week periods.

What's a healthy cost per purchase for ecommerce brands?

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.

How does product price impact CPA benchmarks?

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.

Why are my purchase costs going up despite stable ROAS?

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.

Should I use manual bidding to control CPA more effectively?

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.

How do I scale spend without letting CPA skyrocket?

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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