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November 2024 - November 2025
Detailed observation of presented data
New Zealand’s Facebook Ads cost per purchase told a year of sharp swings: a steep dip in February, a strong mid‑year rally that peaked in August, and a fast reset into early Q4. Across all industries, New Zealand ran slightly cheaper than the global benchmark on average, but with far bigger month‑to‑month moves. 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 New Zealand compared to the global benchmark.
Across the 12 months, New Zealand’s median cost per purchase averaged 46.34, versus a 49.33 global average (about 6% lower). The period began at 47.33 in November 2024 and closed at 28.81 in October 2025, a 39% decline end‑to‑end.
The local high arrived in August at 75.75, while the low came in February at 23.46—a 52.29‑point range, roughly five times wider than the global band (53.84 high to 43.33 low, a 10.51‑point range). Volatility was the defining characteristic: New Zealand’s average absolute month‑to‑month move was 15.86 points, about six times the global swing of 2.58 points.
Key movements:
Seasonally, New Zealand showed a choppy Q1: a high January followed by a February trough and partial March recovery. Q2 trended upward—April’s softness (28.51) gave way to steadier gains through May (44.73) and June (53.65). Q3 delivered the strongest run, with July and August posting the highest costs of the year before a sharp September break. Early Q4 (October) remained subdued at 28.81. Globally, the rhythm was steadier: costs hovered near 52–54 in Q1, eased through Q2–Q3 into the high‑40s, and moved lower in October (43.33).
New Zealand alternated between above‑market and below‑market levels month by month—six months above, six below—but with wider deviations than the global norm.
At its widest negative gap, New Zealand ran 56% below the global benchmark (February). At its widest positive gap, it stood 50% above global levels (August). While the global benchmark stayed within a tight 10‑point range and drifted gently lower into October, New Zealand’s path was markedly more volatile, culminating in a −39% finish versus the November start.
Understanding Facebook Ads cost per purchase benchmarks for all industries in New Zealand—set against the global baseline—highlights a market that averages slightly cheaper but moves more dramatically month to month. These country‑specific ad costs offer a clear view of how cost per purchase fluctuated across the year, complementing broader Facebook Ads benchmarks that also track CPC trends, CPM analysis, and CTR performance worldwide.
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 New Zealand, 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), Christmas season (Boxing Day sales), Mid‑year promotions (Matariki in June), Back-to-school (late January/early February)
CPM and CPC might rise around Waitangi Day and ANZAC Day as public events increase media consumption. Matariki is new public holiday with growing awareness—advertising may see elevated competition. Late November–December Black Friday/Cyber Monday could drive ad costs significantly. Regional anniversary holidays may cause local inventory shifts.
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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Average cost per purchase benchmarks across industries
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