Facebook Ads Cost Per Purchase Benchmarks for Nonprofit

Nonprofit Cost Per Purchase: steady value, mid‑year lift, and a classic July reset

Nonprofit Cost Per Purchase (CPP) stayed well below the global all‑industry benchmark throughout the period, yet followed a recognizable performance rhythm: a lift into late spring, a sharp July reset, then a measured rebound before easing into October. Across all countries, nonprofit CPP averaged $27.26 versus the global $49.33, putting the sector roughly 45% below market on typical months. Volatility was moderate and broadly in line with the market, though nonprofits saw a sharper single‑month swing mid‑summer.

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 Nonprofit in all countries compared to the global benchmark.

The story in the data

Nonprofit CPP opened at $24.08 in November 2024 and closed at $25.04 in October 2025, a modest 4% rise end‑to‑end. The year’s high landed in May at $31.39, with June close behind at $30.38. The low was November’s $24.08, and the annual spread measured $7.31—about 27% of the sector’s average.

Momentum clustered around a few notable moves. December jumped $3.84 from November, and May posted the largest single‑month increase at +$4.19. The sharpest drops came in July (−$5.40 from June) and October (−$4.52 from September). Month‑to‑month absolute changes averaged $2.64, essentially matching the global benchmark’s $2.58.

By contrast, the all‑industry global benchmark averaged $49.33. It started at $42.61 in November and finished at $43.33 in October (+1.7%). Global CPP peaked earlier—February at $53.84—then eased into mid‑year, with a brief August rebound.

Seasonal and monthly dynamics

Seasonality showed a familiar cadence:

• Late Q4 into Q1: Nonprofit CPP firmed from November’s trough into December and held steady through February–March, mirroring elevated year‑end competition in the broader market though at substantially lower levels.
• Q2 strength: The sector climbed into its annual high in May–June (about 30% above November), marking the strongest stretch of the year.
• Q3 reset and rebuild: July produced the clearest pullback, followed by an August–September rebound that recaptured much of the mid‑year level.
• Early Q4 softening: October eased again, consistent with pre‑holiday recalibration before the typical late‑Q4 intensity.

Nonprofit vs. global benchmark

Nonprofit CPP remained below market every month by 36–52%. The gap was widest in January–February (about 51–52% lower than global) and narrowest mid‑year—June (37% lower) and May (39% lower)—when nonprofit costs were relatively firm while the global average drifted down. In dollar terms, the average monthly gap was roughly $22, tightening to ~$18 in June and widening to ~$26–$28 in Q1. While the global series rose into February and then eased, nonprofits climbed later, peaking in late spring and correcting more abruptly in July—similar overall volatility, different timing.

Understanding Facebook Ads benchmarks for Cost Per Purchase in the Nonprofit industry across all countries highlights how sector economics diverge from all‑industry levels: consistently lower country‑specific ad costs, a mid‑year peak, and a predictable July reset, all measurable against the global trend.