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January 2025 - January 2026
Detailed observation of presented data
Nonprofit purchase costs ran consistently below the market this year, but with sharper swings and a dramatic year-end drop. Across all countries, Cost Per Purchase (CPP) in the Nonprofit industry started at $27.90 in December 2024 and finished at $14.82 in December 2025, a 47% decline versus a 13% slide in the global, all‑industry benchmark. The mid-year period saw the highest costs, while Q4 delivered the steepest easing—culminating in the lowest CPP of the year.
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 the Nonprofit industry across all countries compared to the global benchmark.
Nonprofit CPP averaged $26.85 over the 13-month window, ranging from a high of $31.39 in May to a low of $14.82 in December 2025. Key moves punctuated the year: a lift from April to May (+$4.17), a retreat into July (−$5.13), another climb into September (+$3.33), and then a pronounced slide into December (−$11.83 month over month). Month-to-month volatility averaged $3.11, indicating a choppier pattern than the global benchmark.
By comparison, the global all‑industry CPP averaged $50.74, peaking at $54.77 in February and easing to $45.02 in December. Global volatility was milder at $1.71 on average per month, with the steepest single move appearing in November (−$5.55).
The year opened soft for Nonprofits (Q1 average $26.52), climbed through spring (Q2 average $29.67), and held relatively elevated through late summer (Q3 average $27.97). Q4 brought a decisive reset (average $22.90), led by an outsized December trough.
The market’s seasonal rhythm was more measured. Global CPPs stepped down progressively from Q1 ($53.64) to Q4 ($47.14), matching typical year-end easing, but without the dramatic December compression seen in Nonprofits. In short: Nonprofits ran a higher-amplitude version of the market’s arc, with mid-year heights and a pronounced holiday-season drop.
Throughout the period, Nonprofit CPP remained well below the global all‑industry level—averaging about 47% of the market cost. The gap was narrowest mid-year: June’s CPP equaled 61% of the global figure (roughly 39% below market), and May and September were close behind at about 60%. The widest gap appeared in December 2025, when Nonprofit CPP was 33% of the global cost (about 67% below market).
Trend-wise, both lines edged lower over the year, but at different speeds: the global benchmark declined 12–13% from December to December, while Nonprofits fell 47%. The Nonprofit series was also more volatile, with average monthly changes roughly 82% larger than the global benchmark.
This readout offers Facebook Ads benchmarks for Cost Per Purchase in the Nonprofit industry across all countries, set against the global all‑industry baseline. While CPC trends, CPM analysis, and CTR performance provide added context for country-specific ad costs, this CPP view highlights how Nonprofit industry ad performance globally moved from mid-year highs to a year-end low, consistently below the broader market.
Insights & analysis of Facebook advertising costs
Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Nonprofit industry, Facebook ad costs can be influenced by seasonal trends and market competition. Geographic targeting affects ad costs based on market competition and user engagement in different regions. 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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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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