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July 2025 - July 2026
Detailed observation of presented data
The headline: cost-per-purchase in the Netherlands ran higher and far more volatile than the global benchmark over the 13-month window, starting around €58 in June 2025 and collapsing to €7.82 by June 2026. 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.
Across the period, Netherlands cost-per-purchase averaged €53.1, peaking at €82.1 in December 2025 and bottoming at €7.82 in June 2026. By comparison the baseline (global) average sat near €48.2, with its own high of €55.5 in March 2026 and a low of €25.50 in June 2026. The Netherlands began the period about 18% above the global level (June 2025: €58.0 vs €49.0) and finished roughly 69% below global levels in the final month (June 2026: €7.82 vs €25.50).
Month-to-month moves in the Netherlands were dramatic: average absolute monthly change was about €20.6 (≈39% of the Dutch mean). Notable swings include a rise into the December 2025 peak (€82.1), a subsequent fall into January (€55.2), a rebound toward €76.5 in March 2026, and two steep drops — to €28.6 in April and then to €7.82 in June 2026. The baseline series was much steadier: average monthly absolute change ≈ €4.2 (≈8.7% of the baseline mean).
Seasonality shows a pronounced Q4 spike for the Netherlands (December high), followed by a volatile Q1 and a jagged spring. The December peak contrasts with a softer spring rhythm that culminated in a severe April–June descent. The global baseline displays milder seasonal movement: modest Q4 elevation, a March uptick, and a clear downward move into June 2026. Overall, Netherlands data reads as episodic — sharp spikes and deep troughs — rather than the smoother seasonal cycles present in the benchmark.
Relative framing: the Netherlands traded above the global benchmark on average (+~10%), but with far greater amplitude. At its widest gap, Netherlands cost-per-purchase exceeded the benchmark by roughly 65% (Dec 2025). At the narrowest — and most dramatic — gap, Netherlands ran about 69% below the global benchmark (June 2026). In volatility terms, Netherlands was roughly five times more volatile in absolute monthly moves than the global baseline.
Closing: Understanding cost-per-purchase patterns for all industries in the Netherlands within Facebook Ads benchmarks gives a clear read on country-specific ad costs, CPM analysis context, CPC trends and CTR performance comparisons for industry ad performance in the Netherlands.
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.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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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