Facebook Ads Cost Per Purchase Benchmarks for Media in Spain

Key takeaways

• Based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.
• This analysis looks at cost per purchase trends for the Media industry in Spain compared to the global trend.
• Average level: Spain/Media averages 55.5 over the past 12 months vs the global baseline at 49.0 (+13% above market).
• Volatility: Spain/Media shows large month-to-month swings (avg absolute change ~37.2) versus a very stable global trend (~2.0).
• Range and extremes: Spain/Media ranges from a low of 0.56 (December) to a high of 111.5 (July). Globally, the range is much tighter (43.2 to 53.9).
• Net change: From September to August, Spain/Media falls 79%, while the global baseline edges down ~2%.
• Seasonality: The global trend gently rises into December–February, while Spain/Media hits an unusual December low, then surges through Q1–Q2 and peaks in July before dropping in August.

Scope and framing

• Metric: cost per purchase.
• Selection: Media industry in Spain (ES), compared to the global baseline (all industries/countries).
• Period covered: September 2024 to August 2025 (aligned across both series).

Spain/Media overview

• Average: 55.5; median: 54.8.
• High: 111.5 in July 2025.
• Low: 0.56 in December 2024.
• First-to-last change: 65.21 (Sep) to 13.84 (Aug), down ~78.8%.
• Volatility: average month-to-month move of ~37.2, with notable jumps:
• December to January: +61.7
• April to May: −52.6
• June to July: +81.5
• July to August: −97.7

Comparison to the global baseline

• Baseline average: 49.0, with a narrow range (low 43.2 in November, high 53.9 in February).
• Baseline first-to-last: 46.60 (Sep) to 45.69 (Aug), down ~2.0%.
• Spain/Media sits above the baseline in 7 of 12 months (notably January–April and July), and below in 5 (notably November, December, May, June, August).
• Relative highs/lows:
• December: Spain/Media is ~99% below the global level (0.56 vs 51.53).
• February–April: 70–86% above the global benchmark.
• July: +141% vs baseline (111.5 vs 46.2).

Seasonal patterns and stability

• Global pattern: mild lift into December–February and steady levels around the high 40s to low 50s—indicative of consistent market pricing.
• Spain/Media pattern: contrary to typical Q4 inflation, costs collapse in December, then climb sharply through Q1 and Q2, culminating in a July peak before a sharp August reset. This produces a much wider range and materially higher volatility than the global baseline.

Monthly highlights

• Sharp dip: December 2024 (0.56), the lowest point across the period.
• Rebound: January–March 2025 climbs from 62.3 to 97.9.
• Peak: July 2025 (111.5), the highest monthly cost per purchase.
• Pullback: August 2025 drops to 13.8.

Understanding cost per purchase benchmarks on Facebook Ads in industry Media and Spain helps advertisers make more efficient budget and creative choices.