See how your purchase costs compare. Explore ecommerce conversion cost benchmarks by industry, region, and campaign type
February 2025 - February 2026
Detailed observation of presented data
Across 2025, Cost Per Purchase in the Netherlands tracked well above the global Facebook Ads benchmarks and moved with noticeably sharper swings. The year opened elevated, dipped into midsummer, and then surged into a December high — a choppy arc that contrasts with the steadier, lower-cost global pattern. December stands out as the decisive breakaway month, while July marked the local trough. 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 all industries in the Netherlands compared to the global benchmark.
For all industries in the Netherlands, Cost Per Purchase (CPP) averaged 70.13 in 2025, ranging from a low of 45.48 in July to a high of 102.33 in December. The year started at 87.95 in January and ended 16% higher at 102.33, driven by a steep Q4 lift. Median CPP for the year was 71.33, underscoring a sustained cost tier above the global baseline.
Volatility was pronounced. Month-to-month movements averaged 17.05, nearly 10 times the global monthly change of 1.59. The largest single jump came in November to December (+28.31), with other notable swings in May to June (−23.96) and September to October (−21.48). The rhythm: a Q1 descent from 87.95 (January) to 58.46 (March), a Q2 rebound peaking at 81.11 (May), the annual trough in July (45.48), and a late-year climb culminating in December’s 102.33.
By contrast, the global CPP averaged 51.65, with a narrow range between 47.32 (November) and 54.77 (February). The global trend edged slightly lower through the year, ending December at 47.62, down 10% from January.
Seasonally, the Netherlands showed a soft middle and a strong finish. Q3 (July–September) averaged 61.32, the lowest quarter of the year, anchored by the July trough. Q4 averaged 76.76, the highest quarter, propelled by a late-year surge that culminated in December’s peak. Q1 averaged 72.03, sliding month by month, while Q2 held near 70.41 with a step-down in June.
Globally, CPP hovered in a tight band across Q1–Q3 (roughly 52) and softened into Q4 (49.25). The divergence is striking in late Q4: global costs eased, while the Netherlands spiked.
The Netherlands’ CPP sat above the global benchmark in 11 of 12 months. The gap was narrowest in October (+2%) and turned slightly negative only in July (−8%). The widest spread arrived in December, when the Netherlands’ CPP ran 115% above the global level. On average, the Netherlands finished the year about 36% higher than the global benchmark (70.13 vs. 51.65). Trajectory also differed: the global line slipped modestly (−10% Jan to Dec), while the Netherlands rose (+16%), with far greater amplitude.
Range tells the same story: 56.85 in the Netherlands versus 7.46 globally — a cost environment that is both higher and more variable. In short, country-specific ad costs for the Netherlands deviated from global CPM analysis and CPC trends by ending the year with a pronounced acquisition-cost spike, despite a midyear lull.
Understanding Facebook Ads benchmarks for Cost Per Purchase across all industries in the Netherlands clarifies how acquisition costs evolved in 2025 — from a midsummer low to a December peak — and how that CPP performance compared to the steadier global pattern. This provides a clear view of industry ad performance and country-specific ad costs relative to worldwide CTR performance, CPC trends, and CPM analysis.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting Netherlands, 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.
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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Late November–early December (Black Friday/Cyber Monday), December (Christmas and Boxing Day sales), Spring holidays (April–June tourism)
CPM and CPC might rise during spring holiday cluster when travel and leisure ads see elevated engagement. Liberation Day (May 5) is mandatory national holiday—ad inventory might shrink. Ad competition increases in late December for holiday promotions. Few summer holidays mean more consistent campaign performance through summer.
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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