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Facebook Ads Cost Per Purchase Benchmarks for Media in India

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Cost Per Purchase for Media in India

October 2024 - October 2025

Insights

Detailed observation of presented data

Key takeaways

  • Media in India shows cost-per-purchase well below the global baseline. From March–August 2025, India averaged 10.16 versus the global 49.00, about 79% lower and therefore clearly below market.
  • Volatility in India is high: average month-over-month movement was about 60%, compared with just ~2.8% for the global baseline.
  • Directionally, India trended down 67.8% from March to August, while the global baseline eased 13.2% over the same period.
  • Seasonality context: the global trend typically peaks in Q4 and early Q1 and moderates into summer; India’s snapshot shows a mid-year trough with a small rebound in August.
  • This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Scope and context

This analysis looks at cost-per-purchase trends for industry Media and target country India compared to the global trend. The focus is Facebook Ads benchmarks derived from monthly medians.

Media in India: cost-per-purchase overview (selected data)

  • Coverage: March–August 2025.
  • Average: 10.16; median: 10.69 (April).
  • High/low: high in May at 17.82; low in July at 2.91 (range of 14.92).
  • Trend from first to last month: 14.66 in March to 4.72 in August, down 67.8%.
  • Month-to-month movements (sequential observations):
  • March→April: -27.1%
  • April→May: +66.7%
  • May→July: -83.7%
  • July→August: +62.3%
  • Average absolute MoM change: ≈60%, indicating pronounced volatility.
  • Notable shifts: a spike in May (highest value in the period), a sharp dip in July, followed by a partial recovery in August.

Comparison to the global baseline

  • Same months (March–August 2025): global average 49.00; high 52.61 (March); low 45.69 (August); trend March→August: -13.2%.
  • Relative positioning by month (India vs global baseline):
  • March: 72.1% lower
  • April: 79.3% lower
  • May: 65.0% lower
  • July: 93.7% lower
  • August: 89.7% lower
  • Even at India’s peak (May, 17.82), cost-per-purchase remained 61% below the global low in the same period (August, 45.69).
  • Volatility comparison: India ≈60% average absolute MoM change vs global ≈2.8%, showing far steadier costs globally.
  • Broader global context (Sep 2024–Sep 2025): average 47.73, high 53.89 (February 2025), low 32.29 (September 2025), reinforcing that global costs rise around Q4/early Q1 and soften into mid-year.

Seasonal patterns

  • Global data shows typical seasonal pressure: costs often increase in Q4 and remain elevated into early Q1, easing through late Q2–Q3.
  • India’s available months point to a mid-year low (July) with a modest August rebound, generally consistent with the broader global easing across summer.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Media 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 Media 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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