Facebook Ads Cost Per Purchase Benchmarks for Media

Introduction

Globally, Media advertisers spent far less to convert than the market as a whole, and the gap held steady most of the year before a dramatic year‑end compression. Across all countries, cost per purchase (CPP) for Media hovered in the mid‑teens to low‑$20s for most months, consistently under the broader benchmark that sat around $45–$55. Momentum was relatively orderly through November, then December printed an unusually low CPP, standing out as the sharpest single‑month move in the series. 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 Media across all countries compared to the global benchmark.

The story in the data

Media CPP opened at $16.76 in December 2024, then firmed into early 2025: January landed at $19.09 and February peaked at $20.31, the year’s high. From there, CPP eased but stayed contained—March ($19.90) and April ($20.16) were stable, May slid to $18.17, and June reached $16.11. A mid‑summer rebound lifted July to $19.94 before August reset lower to $16.08. Fall was steady: September ($16.78) and October ($16.64) clustered tightly, with November marking the year’s typical non‑December low at $15.42. December then plunged to $1.53.

On average, Media CPP in 2025 was $16.68. Removing the atypical December print, the January–November average was $18.05. The range (ex‑December) ran from $15.42 to $20.31, with most months between $16 and $20. Monthly volatility averaged a 2.69‑point absolute change across 2025; excluding December, it was a calmer 1.57 points, signaling relatively measured month‑to‑month shifts until the final month.

Seasonal and monthly dynamics

Seasonally, the pattern tracked a familiar arc: a firmer Q1, softer late spring and early summer, a brief July rebound, and tighter clustering through early Q4. August marked the deepest late‑summer trough ($16.08), while September–October showed stability, suggesting steady conversion efficiency heading into peak retail months. November softened to $15.42, and December showed a pronounced compression to $1.53—well below the prior trend.

The global benchmark followed a gentler slope: from a February high of $54.77, CPP cooled progressively to $45.02 by December, with a noticeable step‑down in November (−$5.55 month over month) before a quiet finish.

Country vs. Global

Against the all‑industry global benchmark, Media CPP remained structurally lower throughout the year. In 2025, the global average was $50.68 versus $16.68 for Media—about 67% below. Excluding December, Media averaged $18.05, roughly 64% under the market. The narrowest gap appeared in July (Media $19.94 vs. global $48.17, 59% below), while the widest gap came in December (Media $1.53 vs. $45.02, 97% below). For most months, Media tracked 61–69% under global levels.

Trend lines diverged in pace rather than direction: the global benchmark declined steadily (−15% from January to December), while Media eased from January to November (−19%), then compressed sharply in December. Volatility was higher for Media when including December (2.69 vs. the global 1.72 average absolute monthly change) but slightly lower when excluding it (1.57 vs. 1.72).

Closing

Overall, Facebook Ads benchmarks show that cost per purchase for Media across all countries stayed well below the global all‑industry average, with a stable mid‑teens to low‑$20 rhythm most of the year and an unusually low December print. Understanding cost per purchase benchmarks for the Media industry across all countries helps situate CPP performance within broader CPC trends, CPM analysis, and CTR performance at the global level.