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November 2024 - November 2025
Detailed observation of presented data
The Netherlands spent most of the year operating above the global market on Facebook Ads cost per purchase (CPP), but with sharper swings and a pronounced late-year cooldown. Starting high in Q4 2024 and peaking in January, Dutch costs eased through mid-year, spiked again into September, then fell hard into October before stabilizing in November. Compared to a smoother global benchmark that drifted lower throughout the year, the Netherlands showed higher highs, lower late-year lows, and notably more volatility. 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, CPP began at 67.02 in November 2024 and ended at 39.52 in November 2025, a 41% decline year over year. The annual high arrived in January 2025 at 88.85, followed by secondary highs in May (82.70) and September (78.61). The trough hit in October at 39.09, with a slight rebound in November (39.52). Across the 13-month window, the Dutch median averaged 63.9.
Month-to-month volatility was pronounced: average absolute movement was 16.1 points, with a sharp -39.5 drop from September to October – the steepest swing of the period. By contrast, incremental climbs like November to December (+6.9) and April to May (+9.4) showed shorter, steadier lifts before the larger reversals.
Globally, CPP averaged 48.1 over the same period, trending from 42.73 in November 2024 down to 30.61 by November 2025 (−28%). The global high was a modest 53.81 in February, and the low matched the period’s final month (30.61 in November). Volatility was much lower worldwide, averaging just 3.45 points in monthly absolute change.
Seasonally, the Netherlands showed a classic Q1 lift (Q1 average: 72.3) off a strong Q4 2024 base (70.5), with CPPs easing into Q2 (70.3) and cooling further in Q3 (61.3) despite a September pop. The steepest cooling came in early Q4 2025: October marked the lowest month (39.09), with November essentially flat (39.52). This rhythm contrasts with the global pattern, which climbed slightly into late winter, then softened gradually, culminating in the year’s lowest CPP in November.
The Netherlands ran above market in 11 of 13 months, averaging about 33% higher than the global benchmark. The gap was widest in January (+70% vs. global) and again sizable in September (+59%). The closest points to parity came in March (+11%) and July (−9%), with two below-market months in total: July (−9%) and October (−14%). While the global curve declined steadily (−28% over the period), the Netherlands fell farther from its January peak to October trough (−56%), revealing a more volatile CPP profile than the worldwide baseline.
As a read on Facebook Ads benchmarks, this CPP analysis highlights a premium and more turbulent cost profile for all industries in the Netherlands versus the global market, with peaks in January and September and a sharp correction into October. Understanding cost-per-purchase trends for all industries in the Netherlands helps marketers benchmark country-specific ad costs and compare industry ad performance to global patterns.
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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