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November 2024 - November 2025
Detailed observation of presented data
Media’s cost per purchase across all countries ran far below the global benchmark and moved within a relatively tight band for most of the year—until a sharp reset in November 2025. The pattern shows a gentle mid‑year softening, intermittent rebounds, and then an outsized late‑year drop that diverged from the broader market’s trajectory. 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 the Media industry across all countries compared to the global benchmark.
Across the 13‑month window, Media’s Facebook Ads cost per purchase averaged $17.35, with most months clustered between $16 and $21. The series started at $21.00 in November 2024, eased to $16.75 in December, lifted back above $20 in February 2025, and then settled into a mid‑to‑high‑teens range through October. The high was November 2024 ($21.00) and the typical low came in June 2025 ($16.05). November 2025 marked an outlier, dropping to $5.18 and pulling the period average down; excluding that single month, the average would be roughly $18.37.
Month‑to‑month movement averaged $2.71; netting out the November 2025 cliff, average volatility tightens to $1.94—underscoring how consistent acquisition costs were for Media during most of the period. By contrast, the global benchmark averaged $48.06 with higher average monthly swings ($3.45; $2.40 excluding November 2025).
Seasonality showed up in two ways. First, the data hinted at a Q1 lift: from December’s $16.75, CPP rose through February to $20.31 before easing. Second, mid‑year months were steadier and softer—June through October mostly stayed between $16.05 and $19.90. The notable outlier arrived in November 2025, when CPP compressed abruptly to $5.18 after an already soft October ($16.28). Globally, CPP rose from November 2024 into Q1 2025 (peaking at $53.81 in February), then moderated mid‑year and fell sharply in November 2025 ($30.61).
Media across all countries ran well below market levels throughout: the average gap was about 64% under the global CPP ($17.35 vs. $48.06). The gap narrowed at its closest point in November 2024 (Media 51% below global) and widened dramatically in November 2025 (83% below). Through January–October 2025, Media trended slightly down (−15% from January to October) while the global benchmark eased by a similar order of magnitude (−13%). Media also appeared less volatile: monthly changes averaged $2.71 vs. the global $3.45, and $1.94 vs. $2.40 when excluding the November inflection.
In short, Facebook Ads benchmarks for Cost Per Purchase in the Media industry across all countries indicate consistently lower acquisition costs than the global average, a modest mid‑year softening, and an outsized late‑year reset. Understanding Facebook Ads cost per purchase benchmarks for the Media industry across all countries helps teams anchor country-specific ad costs and industry ad performance against global patterns, alongside broader CPC trends, CPM analysis, and CTR performance context.
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 Media 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.
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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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