Compare ecommerce conversion cost benchmarks by industry, region, and campaign type.
October 2025 - September 2026
Benchmark observations based on the selected data
The headline: Cost Per Purchase in the Netherlands ran noticeably higher and far more volatile than the global benchmark across this 13‑month window. 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.
Netherlands cost per purchase started at 49.1 in July 2025 and finished at 113.35 in July 2026 — a gain of roughly 131% from start to finish. Over the 13 months the Netherlands averaged about 66 per purchase (mean ≈ 65.95), with the low at 30.98 (April 2026) and the high at 113.35 (July 2026). By contrast, the global baseline averaged roughly 47.55 over the same period.
Monthly highs and lows in the Netherlands produced dramatic swings: a mid‑winter spike to 84.44 in December 2025, a spring trough at 30.98 in April 2026, then an aggressive climb through late spring into summer (98.94 in June, 113.35 in July 2026). The pattern produced a median profile that was about 39% above the global mean across the period, but that gap varied widely month to month.
Volatility was a defining feature. The Netherlands experienced average absolute month‑to‑month changes of about 39% — roughly four times the baseline’s monthly movement (global average ≈ 10% month‑to‑month). Several outsized swings stand out: October 2025 saw a steep drop from September (−38%), November and December reversed with +52% and +49% moves, and the abrupt spring swing from March to April fell nearly 59% before rebounding almost 79% into May.
The rhythm in the Netherlands does not follow a smooth seasonal curve; instead it resembles a series of sharp pulses. Late‑year competition and holiday season dynamics show up as an elevated December (84.44), but that peak was not sustained — January retreated to the mid‑50s before a multi‑month rise in early 2026. April’s trough (≈31) interrupted that rise, followed by a strong, sustained climb into summer.
The global baseline shows more conventional seasonal moves: modest Q4 elevation, a small Q1 uptick peaking in March (≈56), then a softening into spring and a large baseline drop in July 2026 to about 19.7. The Netherlands moved counter to that final baseline collapse, ending the series at its highest month.
Across the year the Netherlands trailed, matched, and then far exceeded global levels at different points — starting nearly identical to the baseline in July 2025 (49.1 vs 49.18), and ending at the widest gap in July 2026 when Netherlands CPP was roughly 5.8× the baseline (113.35 vs 19.69). On average the Netherlands ran about 39% above the global Cost Per Purchase, and was materially more volatile (≈39% vs ≈10% monthly absolute moves). At its narrowest, the gap was effectively 0% in July 2025; at its widest, Netherlands was several hundred percent above baseline in July 2026.
Understanding Cost Per Purchase benchmarks, Facebook Ads benchmarks, country-specific ad costs, CPC trends and CPM analysis across industry ad performance helps frame how the Netherlands’ All industries profile diverged from global CTR performance and other metrics over this period.
Facebook advertising cost benchmarks
Facebook advertising costs vary by industry, target audience, ad placement, and campaign objective. Ad costs vary across industries because of competition, audience demographics, and conversion value. For campaigns targeting Netherlands, advertisers should consider local market factors and user behavior. Campaign objectives affect costs because Facebook optimizes delivery for different goals. The data shows median values across multiple campaigns. Results can vary with ad quality, audience targeting, and campaign optimization.
A small share of campaigns has extremely high CPP values. Those outliers can inflate an average. The median is the midpoint across campaigns, so it better represents a typical result.
The data shows industry median benchmarks. Costs can vary with targeting, creative quality, and campaign optimization.
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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 may rise during spring holidays as travel and leisure ads gain engagement. Liberation Day (May 5) is a mandatory national holiday, so ad inventory may shrink. Ad competition increases in late December for holiday promotions. Fewer summer holidays may make campaign performance more consistent 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. A higher CPA can work when the margin supports it. Measure CPA 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 advertisers stay within a target CPA. It suits experienced advertisers who can monitor performance and adjust regularly. It provides more control and 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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